Final project international business starbucks international business strategy

THE UNIVERSITY OF DANANG VIETNAM – KOREA UNIVERSITY OF INFORMATION AND COMMUNICATION TECHNOLOGY Faculty of Digital Economy and E-commerce  FINAL PROJECT INTERNATIONAL BUSINESS STARBUCKS INTERNATIONAL BUSINESS STRATEGY Members: NGUYEN THI MY DUYEN –20BA260 TRUONG THI THU THAO – 20BA124 PHAM THI THU THAO – 20BA159 DO HA PHUONG UYEN – 20BA129 Course: International Bussiness Class: 20GBA Instructor: VO THI THANH THAO, Ph.D Da Nang, May 2022 Starbucks international business strategy THE UNIVERSITY OF DANANG VIETNAM – KOREA UNIVERSITY OF INFORMATION AND COMMUNICATION TECHNOLOGY Faculty of Digital Economy and E-commerce  FINAL PROJECT INTERNATIONAL BUSINESS STARBUCKS INTERNATIONAL BUSINESS STRATEGY Members: NGUYEN THI MY DUYEN –20BA260 TRUONG THI THU THAO – 20BA124 PHAM THI THU THAO – 20BA159 DO HA PHUONG UYEN – 20BA129 Course: International Bussiness Class: 20GBA Instructor: VO THI THANH THAO, Ph.D Da Nang, May 2022 Starbucks international business strategy THANK YOU First of all, we would like to express our sincere thanks to the Vietnam - Korea University of Information and Communication Technology for including the International business module in the curriculum In particular, we would like to express our deep gratitude to the lecturer in charge - Master Vo Thi Thanh Thao for teaching and imparting valuable knowledge to us during the past study period During the learning process, we always received her attention, guidance and dedication and received more useful knowledge, effective and serious learning spirit These will certainly be valuable knowledge, a luggage for us to be able to step firmly in the future The International business module is an extremely interesting, useful and highly practical subject Ensure to provide enough knowledge, associated with the practical needs of students However, due to limited knowledge and ability to absorb reality, there are still many surprises Although we have tried our best, but the essay is hard to avoid errors, we would like to ask for your consideration and suggestions so that we can improve our essay better We sincerely thank you! Starbucks international business strategy FOREWORD The success of Starbucks is the most amazing business story in decades From a small riverside store in Seattle has grown, present in over 50 countries and especially when Starbucks has changed the taste and language of coffee lovers With the world Starbucks makes a coffee culture unmistakable with anyone Starbucks attracts customers by providing an espresso of exceptional quality When it comes to Starbucks, customers not only know that it is excellent coffee, but they immediately think of a comfortable and pleasant space after living and working, which is the most valuable thing Over time, competitors can catch up with Starbucks in terms of quality, but forever they can't take away the "third-place" that Starbucks already owns Many people come to Starbucks not because of the great espresso They come to enjoy a way of life that they find extremely relatable We have been completely captivated by the founding philosophy of the founder of Starbucks: what comes from the heart goes to the heart Not only selling coffee, the Starbucks brand also "sells" passion to customers and that is the best thing that Starbucks has done In order to reach out to the big sea and become an international brand that everyone knows today, Starbucks has built for itself the best international business strategies Therefore, our team has carried out the topic "Starbucks' international business strategy." The structure of the thesis consists of chapters Chapter 1: Overview of the Starbucks company Chapter 2: Starbucks' international business strategy and method of entering the Vietnamese market Chapter 3: Evaluation of Starbucks' international business Starbucks international business strategy TABLES OF CONTENTS THANK YOU FOREWORD .4 TABLES OF CONTENTS Chapter 1: Overview of Starbucks 1.1 General introduction .7 1.2 Vision and mission 1.3 Brand logo 10 1.4 Analysis of Starbucks' international business environment 11 1.4.1 Macro environment analysis 12 1.4.2 Micro-environment analysis 16 1.4.3 SWOT environment analysist .17 Chapter Starbucks' international business strategy and method of entering the Vietnamese market 19 2.1 Analysis of globalization strategy 19 2.1.1 Overview of Starbucks' globalization strategy 19 2.1.2 Business strategy activities of Starbucks 20 2.2 Analysis of localization strategy 22 2.2.1 Localization strategy in Vietnam market 22 2.2.2 Advantages and challenges of Starbucks when entering the Vietnamese market 28 2.2.3 Localization strategy in the Chinese market 29 2.2.4 Advantages and challenges when entering the Chinese market 31 2.3 Starbucks' penetration strategy into the Vietnamese market 32 2.3.1 Market analysis of Vietnam's coffee industry .32 2.3.2 Starbucks' competitors in the Vietnamese market 32 2.3.3 Market penetration method 32 Starbucks international business strategy Chapter 3: Evaluation of Starbucks' international business 37 3.1 Advantages of doing business internationally 37 3.2 Disadvantages of doing business internationally .37 3.3 Proposed Solutions .37 CONCLUDE 39 REFERENCES 40 Starbucks international business strategy Chapter 1: Overview of Starbucks 1.1 General introduction Starbucks is a famous coffee brand in the world, headquartered in Seattle, Washington, USA Starbucks, formerly a coffee shop in Seattle, Washington, was born in 1971 with the cooperation of teachers and writer Starting from the common interest of drinking tea and coffee, the three of them contributed capital to open a store called Starbucks that specializes in coffee and tea drinks and snacks The first Starbucks coffee shop was established at 2000 Western Avenue (Seattle, Washington) on March 30, 1971 by people: Jerry Baldwin - English teacher, Zev Siegl history teacher and Gordon Bowker - home Literature Inspired by Alfred Peet, founder of Peet's Coffee & Tea, the Starbucks founders originally purchased green coffee beans from Peet's Some time later, the shop moved to 1912 Pike Place, where it still exists, and they also started buying beans directly from the farms Founded on March 30, 1971 in Seattle, Starbucks was then just a small shop specializing in premium coffee and coffee grinding equipment The history of this cafe changed when Howard Schultz - the famous CEO of Starbucks - realized the potential of bringing the Italian style of coffee service to America Howard Schultz joined the company in 1982 as Director of Retail Operations and Marketing After a trip to Milan, Italy, he took the initiative and came up with the idea that the company should sell both coffee beans as well as ground coffee The owners rejected the idea, believing that entering the beverage business would run the company against its direction For them, coffee is something that is prepared at home, but they decided to offer customers samples of the prepared drink Some are having money to be made selling premade beverages, Schultz started the chain Il Giornale coffee bar in April 1986 Starbucks international business strategy In 1984, the original owners of Starbucks, led by Baldwin, took the opportunity to buy Peet (Baldwin was still active there) In the 1980s, Starbucks provided the best benefits for their employees Part-time bartenders not only have health inssurance, they also have the option to buy company stock However, Starbucks has also been the target of protests over issues such as fair trade policy, industrial relations, environmental impact, political views, and anti-competitive practices - Field of activity: Food service - Products: Coffee and beverages - Size: Global - Headquarter: Seattle, Washington, USA - Branches: 33,833 stores worldwide - Website: www.starbucks.com Starbucks international business strategy 1.2 Vision and mission Starbucks' mission statement is: "Inspire and nurture people - one person, one cup of coffee, and one neighbor at a time" Here are tenets of how Starbucks works every day - Our coffee We have been and will always focus on quality We are passionate about sourcing the finest coffee beans in an ethical way, roasting them with extreme care and improving the lives of coffee growers We care deeply about all these activities; Our work never ends - Our partner We called partners because it is not only our job but also our passion At the same time, we embrace diversity to create a place where each of us can be ourselves We always treat each other with respect and dignity And we hold each other to that standard - Our customer When we're fully engaged, we socialize, smile and enhance the lives of our customers – even if it's just for a few moments Sure enough, this begins with the promise of a perfectly brewed beverage However, our work goes beyond that It's really about human connection - Our store When our customers feel a sense of closeness, our stores become a haven, a respite from outside worries, a place where you can meet friends It's about enjoying the pace of life – sometimes slow and flavorful, sometimes faster Always full of humanity - Our neighborly love Each store is part of a community and we take our responsibility to be good neighbors very seriously We want to be welcome everywhere we business We can be a force for positive action – bringing our associates, customers and communities together to Starbucks international business strategy contribute daily We now see that our responsibility – and our potential for good – is even greater Once again, the world is expecting Starbucks to set the new bar We will lead - Our shareholders We know that when we distribute in one of these regions, we will achieve success This success will be a reward for our shareholders We take full responsibility for getting each of these elements in place so that Starbucks – and everyone it reaches – can survive and thrive ❖ Environmental Mission Statement Starbucks is committed to playing an environmental leadership role in all aspects of our business ● Understand environmental issues and share information with our associates ● Develop innovative and flexible solutions to change ● Striving to buy, sell and use environmentally friendly products ● Realizing financial responsibility is essential to our environmental future ● Make environmental responsibility a company value ● Measure and track our progress for each project ● Encourage all associates to participate in our mission 1.3 Brand logo - The first Starbucks logo design used in 1971 was inspired by the sea with the image of a mermaid with tails according to Greek mythology, using main colors brown and white The original Starbucks logo was brown with a topless mermaid image with two tails - In 1987 this brand used new colors in its logo design: blue, black and white The image of a mermaid is also more delicate and discreet when the long hair has been designed to cover the front chest The lines also become simple, with less cumbersome details compared to the old design 10 Starbucks international business strategy Figure 2.3 Female singer Dong Nhi next to Starbucks products - Working for the community Starbucks also builds a beautiful image by focusing on social activities for the common benefit of the community Through activities to support, donate to migrants and refugees, protect basic human rights, fight against racist attitudes and discrimination against LGBT people Specifically, in 2014, Starbucks Vietnam sponsored the study expenses for 10 girls at the "Room to Read" organization ● Starbucks brings clean water to disadvantaged communities in Vietnam 26 Starbucks international business strategy Figure 2.4: Children of Minh Phu Primary School, Phu Tho receive clean water from the project on March 21 Despite going through two difficult and turbulent years due to the COVID-19 global pandemic, Starbucks Vietnam still implements a series of projects for the community, such as supporting schools and children in difficult areas access to clean water as well as education on safe and hygienic practices This program is part of Project 24 of the non-profit organization Planet Water Foundation, sponsored by Starbucks Foundation and Starbucks Vietnam Figure 3.3 Starbucks Vietnam staff directly implement the project 27 Starbucks international business strategy With the project implemented for the past two years, students in Hung Yen, Binh Phuoc, Lam Dong, Hoa Binh and Phu Tho have had access to clean water through dozens of AquaTower water purification systems The special thing is that all these volunteer activities for the community are directly implemented by Starbucks Vietnam's staff and not authorized by any other units to implement 2.2.2 Advantages and challenges of Starbucks when entering the Vietnamese market The statement "respecting the coffee culture of the Vietnamese people" by Mr John Culver President of Starbucks, in China, when talking about making Vietnam the 12th market in Asia is part of realizing the strategy Starbucks' local culture-based business strategy However, this is not a small challenge for this company when the Vietnamese culture of enjoying coffee is "sipping", with a characteristic taste of bold - dense - bitter (which is not a strength of Starbucks) a Favorable In fact, in Asia, the market that has marked Starbucks' success is China, and more recently, India: the company has also penetrated through its own joint ventures This time with Vietnam, Starbucks did not choose a joint venture, but through licensing a single company, Coffee Concepts, to build a Starbucks coffee chain in Vietnam Not ashamed of the name of one of the most expensive brands in the world, the business strategy that this company chooses in each country has helped Starbucks achieve many successes According to a brand expert, choosing a joint venture in a market that is "difficult" and without a coffee culture like China or India is a wise move for this company to avoid taking risks Meanwhile, in Vietnam, Starbucks has many advantages when consumers have had a "culture" of drinking coffee for a long time, and a part of young people easily adapts to new and modern consumption trends Therefore, the most important issue for Starbucks in the Vietnamese market is the ability to effectively manage the chain Starbucks made the right choice when choosing Coffee Concepts Vietnam, a subsidiary of Hong Kong Maxim Group - which has extensive experience in managing a chain of 130 modern stores in Hong Kong and China With the wish of Mr Jinlong Wang - President of Starbucks Asia Pacific, to make Starbucks a "third place", besides the office and family, the presence of this brand will create a new life fighting in the Vietnamese coffee market b Challenge Starbucks has shown its determination to conquer the Vietnamese market by starting to purchase some high-quality Arabica coffee in Vietnam Not only that, in order to ensure a long-term and sustainable supply, the company also promotes production in the supply 28 Starbucks international business strategy chain, coordinates and works closely with coffee growing cooperatives in some locations method to improve the quality of Arabica coffee With its position as the second largest coffee exporter in the world, although the production of premium coffee that Starbucks uses is Arabica, only - 7%, but it is enough for this company to use in the early stages penetrate the Vietnamese market Maybe, the expansion of the chain of stores will make it difficult for Starbucks to source high quality, but with the experience of operating in more than 50 countries around the world, this will not be a big challenge for Starbucks So what is the problem that the world's largest coffee shop chain - Starbucks, has to face? It is the very "gut" of Vietnamese people to enjoy when considering coffee is not a fast drink, while with Starbucks - coffee is both fast food and enjoyment Therefore, entering the Vietnamese market, this beverage company will have to compete directly with two competitors that have a "famous" reputation and coverage in all customer segments, namely Trung Nguyen, Highlands, or Gloria Jeans In fact, if Highlands and Gloria Jeans won the favor of the middle and high-end segments, office workers, and young people, Trung Nguyen is more "popular" when it has enough customers, from office workers, people with high income to young people, traders, middle income people Survey on coffee drinking habits of Vietnamese people shows that up to 44.7% of consumers choose taste factors (in which bitter taste and aroma are the most preferred); 39.9% chose the style of the shop (quiet, luxurious, easy to gather with friends), and only 15.4% chose the brand This will be a "difficult problem" for Starbucks to find a solution: how to adapt to Vietnamese coffee culture? If world-famous fast food companies choose franchising as a springboard to penetrate foreign markets, Starbucks says no to this form Three business models often chosen by this company are: self-founding and managing Starbucks stores; joint ventures with local companies to build and manage chain stores; license to a company and control it under very strict conditions 2.2.3 Localization strategy in the Chinese market With a country steeped in cultural traditions like China, Starbucks has adopted a multidomestic strategy and has achieved great success in this market The strategic basis of Starbucks is to change its products and have a suitable marketing strategy for customers in the Chinese market 29 Starbucks international business strategy - Product strategy Starbucks put on the menu traditional tea and cake products, including moon cakes if the occasion is right and processed in a more modern way In the drink list there are two different types of tea: Chinese tea (Olong, green tea) and Exotic tea (exotic: Earl Gray and English breakfast) The company also showcases drinks using popular local ingredients such as green tea, educating customers about the different types of coffee and how to distinguish between the flavors This strategy turned the obstacle into the potential of Starbucks, Chinese consumers quickly adopted a coffee taste with what is traditional to their country - Localization strategy Make small changes to fit Chinese culture: Chinese coffee culture is different from America, where people are very busy in their daily life and they just take their coffee and leave, but in In China, coffee shops are like a place for social gathering where they can sit and talk for hours with their friends and family Therefore, according to the needs of the market, they have to shrink the larger stores In the US, the normal size of a Starbucks store is around 1,200 to 1,500 square feet while in China they are starting to open stores larger than 2,000 square feet Starbucks has started offering some popular Chinese dishes Different menus for different stores in China: In Shanghai and the West, stores stock a standard menu where they serve coffee And at the stores in Beijing, they introduced various tea-based drinks such as coffee-flavored milk tea, green tea frappuccino, etc to attract more people - Pricing strategy: Starbucks prices in China are 20% higher than in other markets around the world Drinking Starbucks is considered a status symbol, a way of expressing style Communication strategy To promote itself in China, the company chose to spread the goodwill through word of mouth Customers are offered a variety of services to make this place feel like their third home: the positive attitude and happiness of the staff here, who always show their love for the 30 Starbucks international business strategy Starbucks brand and they are always the best connections with consumers, customers can access the Internet for free and are provided with various wireless services 2.2.4 Advantages and challenges when entering the Chinese market a Advantages Strong Brand Image, Good Reputation: Starbucks is the most popular and strongest brand in the food and beverage industry Its size, number, and number of loyal customers have steadily increased over time In addition, Starbucks also has strong financial resources, high quality and outstanding coffee: With quality ingredients and unique and outstanding flavors, a large network of stores, and good customer service, friendly, with good employee benefits and finally strong research and development capabilities b Challenge Starbucks is a Western product, for an environment of xenophobia and respect for tradition, this is clearly a huge disadvantage The second difficulty to mention is that the price of Starbucks is quite expensive compared to Mc Café and other coffee shops in the same market Moreover, the brand's position as a premium coffee brand is disappearing Most customers continue to return to the store for the "Starbucks experience" However, with the number of stores increasing and ubiquitous, the luxury Starbucks image that consumers desire seems to be waning The risk of being copied products and business models in China with the current situation of intellectual property rights is not tight China has a diverse culture, China's longstanding tea ceremony culture forced Starbucks to take steps to create demand for the coffee it specializes in Domestic coffee is improving day by day, the tendency of Chinese people to consume domestic drinks is increasing when the quality of domestic coffee is improved Economic crisis, Covid-19 pandemic: Starbucks has temporarily closed an estimated 2000 (nearly 50% of its stores) stores in China due to the coronavirus outbreak and the resulting cost of ingredients raw increase 31 Starbucks international business strategy 2.3 Starbucks' penetration strategy into the Vietnamese market 2.3.1 Market analysis of Vietnam's coffee industry According to estimates of the Import-Export Department, in March, Vietnam's coffee exports reached 170 thousand tons, worth 394 million USD, up 22% in volume and 22.6% in value compared to February 2022, compared to March 2021, increased by 0.2% in volume and 26.2% in value This is considered the highest level ever In the first quarter of 2022, Vietnam's coffee exports were estimated at 541 thousand tons, worth about 1.22 billion USD, up 19.4% in volume and 50.4% in value over the same period last year 2021 In Vietnam, the drought that took place in February and March 2020 had a significant impact on the cultivation of coffee trees According to the forecast of the Vietnam Coffee and Cocoa Association, the total coffee production in the 2020-2021 crop year may decrease by 15% compared to the 2019-20 crop year In addition, the situation of coffee export in Vietnam is also facing difficulties due to the COVID-19 epidemic, air, sea and road freight transport are all restricted Coffee exports may decline significantly from Q1 to Q2, as tight supply and high demand may cause coffee prices to rise The current COVID-19 epidemic is still happening very complicatedly, most of the countries are in lockdown and social isolation, including Vietnam, consumers have the habit of hoarding large quantities of goods and including coffee These factors will lead to an increase in the demand for coffee as well as the price of coffee in the near future 2.3.2 Starbucks' competitors in the Vietnamese market With a strategy of not competing directly with street cafes, Starbucks targets the middle class, young people and successful entrepreneurs Considering this criterion, there are not many competitors that will compete directly with Starbucks Can name a few names such as Highlands Coffee, Gloria Jean's or The Coffee Bean Among them, Gloria Jean's and The Coffee Bean are also foreign brands and are similar to Starbucks 2.3.3 Market penetration method How Starbucks entered Vietnam: Licensing 32 Starbucks international business strategy Accordingly, Coffee Concepts Company (Vietnam) - a unit of Maxim Group (Hong Kong), is an original franchisee for the Starbucks brand and is operating more than 130 chain stores in Hong Kong and Macau have joined forces with Openasia Group to officially bring Starbucks into Vietnam This cooperation agreement also states that Coffee Concepts is the only licensed operating partner of Starbucks in Vietnam to bring Starbucks experiences around the world to domestic customers, as well as maximize the potential growth potential of Starbucks in Vietnam in the future a Product The first element in the marketing mix strategy is the product strategy Starbucks' beverage portfolio is very diverse including main products such as coffee, tea, Frappuccino, smoothies and some other drinks In addition, the brand also sells cakes or accessories such as thermos flasks, thermos cups, porcelain cups, etc Each Starbucks drink is divided into many different sizes and price segments, so it can satisfy a wide variety of customers type of consumer demand Starbucks also does extensive research on market demand and derives different criteria for the coffee they offer based on: type of bean, roast level, caffeine level and taste At certain stages, Starbucks will launch limited edition products, create scarcity, and attract and retain more customers a Price 33 Starbucks international business strategy If it's about price, use the word "appropriate" for Starbucks The price is not average in Vietnam but still attracts loyal customers because it always comes with good quality Starbucks positions mid-range to high-end customers However, the company also has a lot of promotions suitable for those with lower paying rates This creates sympathy for customers and the market is also expanded In developed countries, the price of a Starbucks coffee is average and not high, 3-4$ is a "comfortable" price for that culture The "upsize" strategy is also applied by Starbucks in its pricing strategy The company optimizes profits by cleverly increasing some beverage products when customers choose to upsize However, Starbucks still values the core value of good products with high prices, so it still creates a loyal customer base b Place With strong overseas coverage, Starbucks has been present in more than 40,000 grocery stores, becoming a leader in the coffee and beverage market Starbucks distributes products through coffee shops, in conjunction with online ordering apps and retailers Starbucks is also very careful in connecting and taking care of customers The company offers a lot of incentives for the purpose of building a loyal customer base There are always birthday promotions and discounts for customers with membership cards In Vietnam, Starbucks is distributed in coffee shops that are designed and built to be eye-catching Located in central locations or shop houses of commercial centers, Starbucks hits the right target customers of mid-range and above In addition, the world's number coffee brand Starbucks is very attentive in connecting and taking care of its customers As an example, the company has offered a lot of incentives on birthdays, customers have membership cards to build and bond with loyal customers 34 Starbucks international business strategy a Promotion In this promotional mix, Starbucks used the following forms: ● Word of mouth ● Advertisement ● Promotions ● Public Relations If you compare the investment in communication compared to other brands in the F&B industry Then Starbucks' willingness to spend is somewhat "modest" Starbucks focuses more on store space and its products than on advertising They PR the brand's name through store opening events, new product launches In addition, Starbucks also launched items such as thermos bottles, thermos cups, etc., limited editions with "brand-worthy" designs Starbucks knows the brand's position in the market, so it focuses only on traditional marketing channels Using Gift Card in an extremely clever way in the brand's PR strategy, has attracted a large number of new customers In this way, old customers become the ones who indirectly advertise the brand to their relatives and friends Besides, Starbucks also launched promotions and incentives for membership cards Instead of Starbucks' "specific" marketing strategy by deliberately "writing the wrong name", the world's No coffee brand "green fairy" used sheets of paper to stick it on the cup This tactic has once again created a strong communication effect when it is the customers who share their feelings about this change The effectiveness of the business strategy has spread to the whole world 35 Starbucks international business strategy 36 Starbucks international business strategy Chapter 3: Evaluation of Starbucks' international business 3.1 Advantages of doing business internationally The company has transferred its advantages to foreign markets That is, the company established production factories, advertising forms, product messages in foreign markets like domestic production and marketing models Take advantage of previous manufacturing experiences and product advantages and skills to compete in the market The company quickly and effectively applied technology applications in the business process right from the time it entered the Vietnamese market Catch the opportunity and be flexible in the 4.0 era in Vietnam 3.2 Disadvantages of doing business internationally Due to the use of the same model, the company's products are in the same markets, the marketing methods are the same, so the company's products meet the most common requirements of consumers in all markets cannot meet the specific requirements of each region Moreover, instead of bringing domestically produced products to foreign markets, the company has set up factories to manufacture such products overseas, so it cannot take advantage of the experience and savings effects cost savings If the company implements an international strategy in markets with high local pressure, it will easily lose its competitive advantage Because there are competitors that produce products that focus on different local requirements and implement marketing, distribution, promotion, etc strategies according to those particular requirements 3.3 Proposed Solutions Starbucks should have a marketing strategy, promotion, suitable for each different region Find distributors of cups and mugs in Vietnam to reduce business costs Innovating a little on the company's product model to suit each business area 37 Starbucks international business strategy CONCLUDE Starbucks is the world's leading coffee brand, with expertise in coffee and food Starbucks has been present for more than years in Vietnam Starbucks products are loved and trusted by Vietnamese and international customers Coffee products are favored by Vietnamese customers, this is also a cultural tradition of the Vietnamese people Grasping those needs, Starbucks has launched coffee products suitable for Vietnamese people Through the process of analyzing the environment and the Vietnamese coffee market, Starbucks has chosen the right method of entering the Vietnamese market, which is clearly shown in the fact that Starbucks has successfully penetrated into the Vietnamese market and developed its powerful products up to the present time Through the above analysis process, the team has synthesized, commented and evaluated the business strategy and method of penetrating the Vietnamese market of Starbucks The results show that Starbuck's business in Vietnam is highly effective, and the success of Starbucks coffee products is considered the world's leading coffee brand 38 Starbucks international business strategy REFERENCES [1] Uyen Hoang, Pestle Analysis of Starbucks coffee (August 4, 2020), https://www.saga.vn/phan-tich-pestle-cua-starbucks~46191 [2] Overview of Vietnam, World Bank in Vietnam, updated on April 14, 2020, https://www.worldbank.org/en/country/vietnam/overview#3 [3].Thanh Ngan, Essay on strategic management, March 20, 2020 https://tailieu.vn/doc/tieu-luan-mon-quan-tri-chien-luoc-cong-tystarbucks-coffee-2229340.html [4] Learn about the coffee market in 2020 (August 27, 2020) https://cafesach.com.vn/tim-hieu-thi-truong-ca-phe-2020 [5] Quang Anh, IGENZ, Analysis of Starbucks' 4P Marketing mix strategy, October 16, 2021, https://igenz.net/chien-luoc-marketing-cuastarbucks/#ftoc-heading-5 [6] Quyen Vu, October 16, 2021, Advertising Vietnam https://advertisingvietnam.com/3-chien-luoc-king-doanh-starbucks-va-caikho-o-thi-truong-viet-nam- p18088 [7] Cafeland, Starbucks officially announced their entry into Vietnam, January 13, 2013, https://cafeland.vn/doanh-nhan/doanh-nhan/starbuckschinh-thuc-thong-bao-vao-viet-nam -4038.html [8] SWOT analysis of Starbucks in business operations (October 2019), https://atpweb.vn/blog/phan-tich-mo-hinh-swot-cua-thuong-hieustarbucks-trong-van -business-business/ [9] https://vietnamcoffee.vn/en/ca-phe/starbucks/bai-hoc-king-doanh-tuthuong-hieu-ca-phe-starbucks-p2-91.html 39 Starbucks international business strategy WORK DISTRIBUTION TABLE Members Mission Contribution level Phạm Thị Thu Thảo Chapter 90% Đỗ Hà Phương Uyên Chapter 90% Nguyễn Thị Mỹ Duyên Chapter 1, Chapter 2, Chapter 100% Trương Thị Thu Thảo Chapter 1, Chapter 2, Chapter 100% 40