REPORT MARKETING SERVICES TOPIC ANALYSE MARKETING MIX 7p’s STRATEGY OF AN EXISTING SERVICE IN VIETNAM MARKET

MINISTY OF FINANCE UNIVERSITY OF FINANCE – MARKETING - - REPORT MARKETING SERVICES TOPIC ANALYSE MARKETING MIX 7P’S STRATEGY OF AN EXISTING SERVICE IN VIETNAM MARKET MAJOR: MARKETING SPECIALITY: QUẢN TRỊ MARKETING Teacher: Dang Huynh Phuong Group: Tran Trung Vinh, Hoang Le Bao Han, Thach Thi Ngoc Han Class: CLC_20DMA02 MSSV: 2021001752 HO CHI MINH CITY – 2021 0 Introduction Coffee is a beverage that is loved by many Vietnamese people This is the basis for the birth and development of Vietnamese coffee brands Among a series of successful domestic names in this field, there is a "foreign giant" who has "risked his life" as Starbucks Starbucks is the world's leading coffee brand, owning more than 21,000 stores around 65 countries, of course, including Starbucks Vietnam With the mission of being one of the fastest growing companies and building brands in the US, Starbucks has contributed significantly to the economic development of the region each year With the expansion of the market in Asia, Vietnam is the 12th location that Starbucks targets In early February 2013, Starbucks officially opened its first store in Vietnam, with a 2-storey store in Ho Chi Minh City Starbucks has partnered with Coffee Concepts Vietnam (belonging to Hong Kong Maxim Group) to build a business model that combines globalism and local culture in Vietnam In this essay, we will learn and report information from Starbucks, market analysis, their competitors, target customers, STP strategy and Marketing Mix strategies (7Ps) From there, we will have a basis to make general assessments, conclusions and offer solutions for Starbucks Section 2: Market and competitor analysis (HÂN) 2.1 Market analysis 2.1.1 Market share  The coffee market in Vietnam is fragmented with small shops accounting for the majority of coffee sales According to data from the United States Department of Agriculture, there are more than 540,000 restaurants in Vietnam and more than 436,000 of them are street stalls  According to Euromonitor's report, the largest coffee chains in Vietnam accounted for 15.3% of the market share, led by the Highlands chain Although Starbucks holds the No position, accounting for nearly 3% of the entire coffee market in Vietnam Starbucks is a global coffee brand Vietnamese coffee with 77 stores across the country and concentrated in cities: Hanoi, Ho Chi Minh, Hai Phong and Da Nang , in Vietnam nearly 1.7 million Vietnamese will have a Starbucks store 2.2 Operation status of coffee shop chains 0  In a year the COVID-19 pandemic rattled the economy, the business results of the F&B industry were negatively affected Sales of all the largest coffee chains in Vietnam witnessed a decline The period of rapid growth that had lasted for many years came to an abrupt end and revenue rapidly declined However, the delivery segment grew many times compared to before Covid-19 Takeaway, order-to-pick up, and delivery models are generally thriving F&B's main business, thanks to its delivery business, has survived the lockdown  Specifically, Starbucks closed stores in 2021 but opened new locations In December 2021 and January 2022, more stores will be opened: stores in Hanoi and stores in Ho Chi Minh City and store in Binh Duong  In 2019, Starbucks chain's revenue reached more than VND 780 billion, up 32%, helping the world-famous coffee chain to be in the top with the highest revenue after Highlands and The Coffee House Besides, Starbucks' gross profit margin is just over 19% compared to 35% of Phuc Long, 60-70% of Highlands and The Coffee House  In 2020, Highlands Coffee will continue to hold its position as the largest coffee chain in Vietnam, with the distance from the other group not much changed Total revenue reached nearly 2,140 billion VND, only decreased slightly  The 2nd place changed, The Coffee House dropped to 3rd place Phuc Long grew slightly and rose to 2nd place These two coffee chains recorded revenue in the 700-800 range billions dong Overview of the coffee shop chain market in Vietnam 2020 (Nguồồn: Brands Việt Nam) 2.2 Competitors analysis 2.2.1 Direct competitors Trung Nguyên Strength  There is a great advantag e in the Highlands Coffee  The market share ranks 0 The Coffee PhucLong House  A polite and friendly brand  Custom ers are diverse: working REPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKET REPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKET source of raw materials for coffee productio n  Longstanding famous coffee brand with the taste of Vietnam first in the Vietnam ese coffee industry and is a famous longstanding coffee chain founded by someone with Vietnam ese blood and has the largest scale  Large store system and beautiful location with strong financial resource s  Actively introduc 0 image with a custom ercentric policy  The location of the store system is located in the comme rcial center and in a prime location people, tourists, students and students  The price is affordab le thanks to the selfsufficien t source of raw material s  Coopera tion betwee n Phuc Long and Massan with the "Kiosk" model through a nationwi de network of 2,200 VinMart + stores REPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKET REPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKET e new products with diverse series of continuo us activities and organize Minigam es with many attractiv e gifts with content that attracts the most customer s on fanpage Weakne ss  No experienc e in cooperati on with foreign partners  Poor distributi on channel managem  Still using plastic to serve customer s to take away and on site, this increases the amount 0 to easily reach custome rs across the country  The store system is present in the city center and has not yet reached custom  Limit incentiv es and promoti ons on all sales platform s  Staff is not enthusia stic and REPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKET REPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKET ent of waste in the environ ment  The price is quite high compare d to many classes of customer s  The store system is mainly concentr ated in big cities ers in the vicinity  Difficult to manage and control each store through franchis ing  service attitude is not good 2.2.2 Indirect competitors  In addition to the three big names in the Vietnamese market, Starbucks faces a number of other formidable coffee chains that are emerging today:  Cong Coffee: This is a cafe built in pure Vietnamese style but attracts domestic and foreign customers The space is classic and evokes a feeling of nostalgia and excitement, with its continuous rise Cong Ca has begun its journey to foreign markets 0 REPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKET REPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKET Artisan style design  The Conceptual Starbucks Coffee Shop Design is a unique environment created by designers to explore innovations inside the cafe, known as “design sandboxes” This sense of discovery spreads to all who visit, through daily coffee and tea gatherings, art events and community gatherings 0 REPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKET REPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKET Design style Concept  The Starbucks Regional Modern design embodies innovative, comfortable and welcoming design We used bright spaces, with attic-like luminaires equipped with regionally inspired furnishings and culturally relevant textures to create a tranquil and contemporary retreat after the hustle and bustle of the hectic world 0 REPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKET REPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKET Regional Modern style design People  Personnel classification:  Leadership: setting goals for the working team, developing organizational capacity and operating the plan  The position of the general employee in a particular store doing direct service jobs at the chain stores  Admin: work in office with supported departments including: store design and development department, product marketing department, external relations department, supply chain department, after-sales department needs and quality control  Remuneration:  Each employee in the organization needs to be valued for their own values and receive financial means to support themselves All employees at Starbucks have the right to express their opinions, feelings… about services or products Starbucks will have the ground to improve the product, tailor the customer experience and business model accordingly  Starbucks focuses on pushing the positives to make it better Therefore, employees feel part of the organization and they will devote themselves to achieving the goals set by the organization, as well as in their work  Starbucks motivates employees to try and grow by creating career advancement An employee can become a shift leader, supervisor, head bar… depending on experience and working time Therefore, Starbucks employees will confidently show their abilities and be willing to learn new knowledge 0 REPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKET REPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKET  Training and management: Starbuck has inspired employees by introducing the "immutable" principles that make Starbucks special and the brand's success  The first principle is “Make the customer experience your own”, always customize the customer experience through the experience of the staff, flexibly according to different situations  “Everything is important” refers to the spirit of focused work in all aspects Thanks to the focus and thinking on everything that matters, the staff working at Starbuck will observe the customer experience, can be ready to help them and understand the customer  To create an unforgettable impression in the hearts of new and old customers, that is the principle of "joy of surprise" Small surprises, sincere feelings will create memories or imprints when customers come to Starbucks  Especially "always persevere" is the principle that helps employees avoid mistakes and can learn lessons from those mistakes Because of this, Starbucks is growing stronger Section 5: Evaluation and Recommendation Evaluate Service Starbucks planned to launch a wide range of products that were not limited to coffee and coffee-related products Specifically, the company has launched many different coffee product lines, suitable for each specific customer group At the same time, the company also expanded its product portfolio such as adding wine, cake… and providing music in stores However, in Vietnam, Starbucks has been complained by customers about wifi interruptions, making it difficult for them to connect, and it is difficult for Starbucks to convey the value of "connection" to customers The quality of service staff is heavily complained about on social networking sites Product Products are the core value of Starbucks Therefore, the company pays great attention to the research stage to find the most aromatic - delicious - standard coffee beans With each specific period, Starbucks always has innovations in the menu, launches limited edition products, etc to create scarcity, attract and retain more customers The coffees offered by Starbucks are divided into different segment groups To be able to meet the entire needs of consumers around the world 0 REPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKET REPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKET Price Through the pricing of high-end products, the brand hits trends in user behavior The expensive high-value products of the Starbucks brand maintain the image of a premium beverage brand and of extreme quality In addition, Starbucks members will enjoy many preferential policies on drinks and prices on holidays, birthdays or brand anniversary Place Starbucks has a pretty clear vision, which is to build a direct and personalized relationship with customers This vision led to the company distributing its products at Starbucks coffee shops, online stores, through the Starbucks App, and through retailers They also link with hotels, airports, coffee shops for office workers This makes it easy and fast for Starbucks to expand its market and maximize sales profits Promotion Starbuck's encroachment into Vietnam has faced many difficulties when Vietnam is the second coffee producing country in the world, as well as Vietnam's coffee culture has become accustomed to sidewalk shops, and the type of coffee that Vietnam favors is also different from the type of coffee Starbucks sells The Promotion strategy is still effective but not high, because most of Starbucks in Vietnam are not used by ordinary customers but mainly by working customers, business people, Starbuck should change the design cups, coffee flavors and story sharing programs, etc on social networking platforms Customers will prefer a purer, more classic coffee and with each coffee a sentiment is placed in it Process Starbuck's standards are very high, so Starbucks' process is strict and goes through many steps This leads to high costs leading to a high value of each cup of coffee Coffee consumers in Vietnam are largely not so demanding, and focus most on taste and emotion instead of quality Therefore, Starbucks processes should be shortened, reducing costs and providing more coffee Physical  Starbucks facilities not only include store designs, coffee, logos and napkins, the brand also creates a relaxed atmosphere for customers Take a whole new approach to store design to suit each store location  Brand uniformity is also a help Its use of the logo and its signature green color boosted Starbucks' brand recognition Although the logo has 0 REPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKET REPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKET undergone a few changes throughout its life, its application has remained the same People  Starbucks is always looking for and attracting diverse candidates where Starbucks is present The company always focuses on investing in employee development through attractive training and talent attraction policies  Starbucks built its business by connecting with humanity, engaging the community, and emphasizing the cultures in which Starbucks is located  Starbucks always has a worthy bonus scheme for employees, which is not only a good income but also professional development opportunities Always interested in creating a workplace with different cultures and allowing employees to their best work Starbucks always encourages the unique combination of talents, experiences and perspectives of each member to create the success of the team Recommendation Service Starbucks needs to set up a more effective customer feedback system Besides, it is necessary to encourage service staff to communicate with customers in sync with the brand's culture, to directly listen and sincerely solve problems that customers encounter Product For young customers with good income: Starbucks Coffee needs to bring a strong coffee flavor, imbued with Vietnamese culture and a little modern style, then leave a deep impression in the minds of customers this object For teenage customers: With this audience who likes to experience the novelty of foreign coffee flavors, Starbucks Coffee still retains the typical style of Starbucks' traditional flavors and diversified products for this segment Price For young customers with good income: Starbucks Coffee should set prices at the same level as competitors, so that customers not feel too expensive when using products of world famous brands For teen customers: Starbucks also assumes the same customers, besides there are also promotions for these teenage customers Place Starbucks introduces new products right inside its stores, so in the near future Starbucks needs to expand its chain of stores to other districts in Ho Chi Minh 0 REPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKET REPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKET City and Hanoi so that customers can experience new flavors from famous American brands Promotion Starbucks should change about cup design, coffee flavor and story sharing programs, etc on social networking platforms Customers will prefer a purer, more classic coffee and with each coffee a sentiment is placed in it Physical Starbucks also knows that going to Starbucks is more than just buying a cup of coffee That's the atmosphere in that place and it's something that other people can hardly copy It is necessary to promote the idea of designing space elements that are customized according to the individual opinions of customers to help the brand distinguish itself from the competition People - Is a company that operates with a focus on detail and replicates a consistent customer experience across all of its stores and products In addition, Starbucks will develop many brand responsibilities for the social sector, namely supporting loans in rural areas, green forest protection program, support for education in disadvantaged areas and many other programs the process of minimizing the impact on the environment through the brand's products Section 6: Conclusion Starbucks has proven that it is the number brand in the world with very "bold" marketing strategies Starbucks' marketing art is famous because it knows how to turn the simplest things into the most effective with the lowest cost - Advantages of marketing strategies of Starbucks coffee brand: + Starbucks builds and implements its brand strategy very well through its brand expansion strategies in breadth and depth, brand promotion and protection strategies to building corporate culture Karma All of the above strategies are closely related to each other and complement each other + Positioning the brand image of Starbucks Coffee as a business for the community through policies with employees + High speed of popularity and globalization With continuous brand expansion through product expansion and especially through market expansion campaigns, Starbucks Coffee brand has become one of the most valuable and best known global brands - Disadvantages of the marketing strategies of Starbucks coffee brand: 0 REPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKETREPORT.MARKETING.SERVICES.TOPIC.ANALYSE.MARKETING.MIX.7p’s.STRATEGY.OF.AN.EXISTING.SERVICE.IN.VIETNAM.MARKET 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