Strategies of Starbucks to come to Vietnam

1.Why Starbucks so success quickly in Vietnam market?

- There are alots the foreign company expand their business in Vietnam in recent years such as Mc Donald, KFC, Lotteria, Bugerking, BBQ,etc and all of them have success quickly and even more success than they expected.

- Starbucks is one typical example for expanding to Vietnam market where is viewed as a cafe - traditional country effected deeply by the coffee culture for a long time.

- Starbucks has many challenging come to Vietnam. However, they has been successful among very big and strong competitors like Trung Nguyen coffee, Highland coffee,etc.

=> Starbucks has outstanding and differentiate strategies

2. The strategies of Starbucks to enter Vietnam market

Starbucks approach the market by the third party, understand and chosen the right place to start the business here.

Starbucks chosen, educated and trained the human resourse with high quality and high experience in the same culture they did before in China.

The strategy of maintaining the Starbucks brand as the global brand but adjusting to Vietnam market.

a. Starbucks approach the market by the third party

Sturbucks intelligently have associated to Hong Kong-based Maxim’s Group, the company understand deeply the Vietnam real estate market inside through a long time working here.

- They supported, analyze and make the decision where would be best place to first store in 1st District, Hochiminh city and some others place where inherently attract so much attention from passers as well customers and always crowded of people.

=> Therefore, it is very easy for Starbucks attract the customers and make the impression on them.

b. Starbucks chosen, educated and trained the human resourse

For staff, Starbucks take very careful step to train them, , for every position, after 6-12 months training, the candidates can start their job here.

Þ That imply that the Sturbucks focus so much on the quality of staffs as well as the quality of services that they make to satisfy the customer

Starbucks also concentrate on the managing position in term of marketing, strategy management

c. The strategy of maintaining the Starbucks brand as the global brand but adjusting to Vietnam market.

Starbucks is a very big famous trade name before Starbucks come to Vietnam.

Starbuck make themselves as the customers’s life part. . There is abstractly the interaction and transaction among customers’ mind and the atmosphere here by the space, the layout, even the equipment in Starbuck’s store are natural and close, and familiar to Vietnamese

For example : on the surface of cup of coffee, they make some very traditional pattern like woman with Ao Dai, Lotus flowers…they make themselves differ from other also by the service and make the customers feel their enthusiastic serving.

For the products, Sturbucks combine the taste of American and Asia’s taste, they added more some type of coffee with different tastes to reach the floor to ceiling customers here such as the smell of siro on coffee, added sugar in the coffee, compared to American’s coffee.

Starbucks Corporation has associated coffee with the language of love: self-love, romantic love, and philanthropic love. Starbucks' corporate use of language is carefully crafted to appear as comforting as hot cocoa with “extra whip,” as hot as a steamed latte, and as socially conscious as the Fair Trade coffee offered for sale in their stores.