Principle of marketing group assignment Starbucks Vietnam Starbucks Research the Vietnam starbucks market, values, mission, vision, analysis the swot which lead to the campaige boost the starbucks sale in VN market.
STA CKS RBU VN Starbucks Vietnam P R E S E N T E D B Y G O U R M E T G R O U P Starbucks Vietnam PAGE 02 | Executive Summary Starbucks was launched on 30 March 1971 by Jerry Baldwin, Zev Siegl and Gordon Bowker, "Starbucks" name inspired by the novel Moby-Dick Starbucks Vietnam human spirit – one person, one cup and one neighborhood at a time." as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow." ST ARB V S N "To inspire and nurture the "To establish Starbucks UCK Mission Vision 03 STARBUCKS VIETNAM VALUE Creating a culture of warmth and belonging Being present with transparency, dignity and respect We are performance-driven, through the lens of humanity Starbucks Vietnam SWOT ANALYSIS Starbucks Vietnam Strength Strong brand image Employee treatment Strong loyalty program Starbucks Vietnam STA VN Weakness Easily replicable competitors Strict labour policies Too few stores by CKS RBU its A T S Opportunities Coffee cultures of Vietnamese people expand Reopen to tourism KS C U B R VN Starbucks Vietnam ST ARB UCK Starbucks Vietnam S Threat Traditional coffee shops are the optimal choice for Vietnamese people New competitors market targeting enter Starbucks the are MARKET OVERVIEW Starbucks Vietnam STA VN Market Targeting CKS RBU Starbucks’s targeted market: 25-35 both gender in HCMC and Hanoi 50% of Starbucks Vietnam revenue STA VN Differentiation CKS POSITIONING STATEMENT & DIFFERENTIATION U B R It has never claimed to offer the cheapest coffee; instead, it has pledged to create a unique form of enriched premium coffee experience Positioning statement Starbucks states that their premium coffee experience sets them apart from their competitors, which includes not just high-quality coffee but also customer service With regards to the 100% coffee beans of Starbucks is Arabica which makes Starbucks out-performed their product quality compared to the Robusta coffee of Highland A T S VN Arabica Coffee S CK U B R CUSTOMER SERVICE STARBUCKS IS EXTREMELY FOCUSED ON THE CUSTOMER EXPERIENCE Starbucks Vietnam STARBUCKS VIETNAM HƯƠNG CAMPAIGN THE BEST COFFEE FOR THE BEST YOU STA VN MARKET Starbucks Vietnam CKS RBU STA VN Arabica Coffee Whole beans Customers Target customers MISSION CKS RBU Starbucks Vietnam Page 28 MESSAGE Key Message: Starbucks offers high-quality coffee cups to suit the taste of coffee aficionados Starbucks Vietnam STA VN ADVERTISING SALES PROMOTION MEDIA WORD OF MOUTH DIRECT MARKETING AND DIGITAL MARKETING CKS RBU VN A T S S CK U B R MONEY Starbucks will invest 3.1 billion VND in this campaign, and we will split the cash and expenditures for this campaign across the following activities: LOCATION Starbucks Vietnam ACTIVITIES Starbucks Vietnam KEY OPINION LEADERS GIANG ƠI DINOLOGY SCHANNEL Starbucks Vietnam S MEASUREMENT Starbucks measures its success based on employee performance UCK ST ARB Message us for inquiries or comments STARBUCK VIETNAM MARKETING | 2022 Thank you! /35 ... performance-driven, through the lens of humanity Starbucks Vietnam SWOT ANALYSIS Starbucks Vietnam Strength Strong brand image Employee treatment Strong loyalty program Starbucks Vietnam STA VN Weakness Easily... Coffee cultures of Vietnamese people expand Reopen to tourism KS C U B R VN Starbucks Vietnam ST ARB UCK Starbucks Vietnam S Threat Traditional coffee shops are the optimal choice for Vietnamese people... EXTREMELY FOCUSED ON THE CUSTOMER EXPERIENCE Starbucks Vietnam STARBUCKS VIETNAM HƯƠNG CAMPAIGN THE BEST COFFEE FOR THE BEST YOU STA VN MARKET Starbucks Vietnam CKS RBU STA VN Arabica Coffee Whole