• Nam Cuong• Quang Chuong• Bao Son• Quang Thinh• Minh Huy

OUTLINEI)Introduction History Competitor review

II) Market overview Overall Analysis Market behavior Market objective SWOT

III) Marketing strategy 4P Segmentation & Target market

IV) Positioning Budget location

Intro• Founded on March 30, 1971.• Founders: Jerry Baldwin,Gordon Bowker,Zev Siegl• Headquarters: Seattle, Washington, U.S.• Locations: > 18,000 stores in 62 countries.

• Feb 1st 2013, the first Starbucks store in HCMC, Vietnam.

• Preparations:I. 1991: Studied the Vietnamese marketII. 2009: Sent its staff to Vietnam.III. 2011: Starbucks warned about its arrival in 2013.

THREATS• Coffee culture : strong

Robusta coffee vs light Arabica coffee

• Prices: high, 60,000-100,000vnd/ cup

• Competitors: Trung Nguyen, Highlands, Gloria Jean’s, The Coffee Bean.

Competitor Review

• Direct competitors:

BATTLE: Starbucks vs Highlands not Trung Nguyen

Same target customers Serving many kinds of coffee High brand recognition > 50 locations in HCMC & Hanoi

Market Analysis

I) Overall AnalysisA) External Environment• Vietnam is the Second Biggest country in

exporting coffee in the World

I) Overall AnalysisB) Internal Environment1.Hochiminh City Population-2010 : Nearly 7.5 Millions People Population Density : 3.531 person/km square

-2015 : Expected to be nearly 8.6 millions people

I) Overall Analysis2. Coffee Market

It’s a Big and Potential Market

58% of Market Share

I) Overall Analysis

Big Market Small Market

II) Market BehaviorA) History Of Western Coffee in Vietnam

Before 2000 In 2004In 2008

In 2008 - New Era In 2013

II) Market BehaviorB) Culture and Trend:- “Coffee is not just a Drink , It’s a culture”- Strong and Slow Coffee Culture

B) Culture and Trend:- “10 Billions USD of luxury products import to

Vietnam in 2010”- According to Dr. Le Dang Oanh : “Người Việt

Nam có văn hóa chơi trội”

B) Culture and Trend:

Starbuck in Vietnam

• Slow coffee• High class coffee• Great design , large

house , lots of seats• Care about the taste

and brand name

Starbuck in US

• Fast coffee• Normal middle class

coffee• Small store , simple

decorate , take away style

• Care about the convenient and quality

-Average : 2048 Customers /Day-Income per day : 10240 -12800 USD

“The Reason of Starbuck’s successful in Asian countries and in Vietnam is because there is

an “American Dream” in each one of us .Which is the symbol of innovation and

wealthyness ”

III) Marketing Objective

• Adding More Value To The Brand Name (High Class US Coffee)

• Goal:-Attracting More Vietnamese High class Business Man-Increase The Sale By 20% in the next year-Expand the market to Ha Noi Capital in 2014

IV) SWOT Analysis• Strength -Strong brand name-Great Location-Great product -High Technology

IV) SWOT Analysis• Weakness-High Price-Late entry to the market-Coffee culture and taste barrier -Lack of localizationChallenge : Deliver the American value along with Vietnamese value

IV) SWOT Analysis

• Opportunity -The growing of the market trend-Great supply chain

MARKETING STRATETY

Segmentation

• Age: 18 from 40• Gender: both women and men• High income • Lives in the center of city and

important districts

Target market

• Foreigners who working in Vietnam

• Teenagers • Business man

Products

• Coffee & Espresso; Frappuccino; Tea ; ChocolateDRINKS

• Sweet cakes , Cookies , SandwichesFOOD

COFFEE IN PACKAGE

• Glass , pen , bottle , little hand book ASSESORIES

DRINKS

ESPRESSO & COFFEE

DRINKS

FRAPPUCCINO

TEA

FOOD

SWEET CAKES

COOKIES &SANDWICHES

COFFEE BEAN AND ASSESORIES

COFFEE IN PACKAGE

ASSESORIES SELF

ASSESORIES SELF

PRICE

High price for target market

VS

50.000 VND – 100.000 VND 50.000 VND – 80.000 VND

PRICE

PLACE

• BEAUTYFUL PLACE ; NICE VIEW• IN CENTRE ; HIGH TRAFFIC AREAS• CONVENIENT FOR INDIVIDUAL ON

THE GOEx: DIS 1 – 3 – 5 – 10 , ANDONG PLAZA,

DIAMON PLAZA , VINCOM ………..

PLACE

PROMOTION

TRADITIONAL MARKETINGIN STORE DECORATIONROAD SHOWFAMOUS PEOPLE

ONLINE MARKETINGWESITE : STARBUCKS.VNSOCIAL NETWORKS : FACEBOOK

IN STORE

DECORATION

TAG > 10 MILLION PEOPLE

Ways to make Starbuck be popular

• Fan page• Sponsor• Event for popular people

StarBucks-Rising Star

• Starbuck will become a phenomenon of youth.

• Leading the style of enjoy coffee

Agreement of director

Get Lisence

Appointment inside company

Guest list

Invitation card

Sending card

Waitting for respond

Prepare car for guest

Stage preparation

Band - MC

Baverage

Utilities

Human Resource

Design banner and backdrop

1st check and re design

Report

10/6/13

13/6/13

16/6/13

19/6/13

22/6/13

25/6/13

28/6/13

1/7/13

4/7/13

7/7/13

10/7/13

13/7/13

16/7/13

19/7/13

Task Amount (VND) Description

Invitation card 3 mil

Sending card 0.5 mil

Car for Guest 30 mil

Stage 75 mil

Band – MC 48 mil

Beverage 8 mil

Utilities 2.5 mil

Announcement 230 mil675 mil

Kenh14.vnYanTV

Total 1,072,000