Analyzing Marketing Environment Of The Starbucks Coffee Company.pdf

With their care for the environment, Starbucks researched and developed their chain stores with environmental-friendly technology, for example: Saving water by using high pressure blower

Full name: Nguyễn Thị Quỳnh Chi

Class: MKT101.E

Student ID: HS160965

Lecturer: Bùi Thị Hạnh Thảo

Course: MKT101 - Marketing principles Date: Summer2021

MARKETING PRINCIPLES

1

ABOUT THE STARBUCKS COFFEE COMPANY:

In the late 90s, no one knew about Starbuck in the US 20 years later, Starbuck

was in top 100 most valuable brands in the world according to the 2011 ranking of

both the most prestigious global organization for annual brand rankings, Interbrand

and Millward Brown (Nguyen Duc Son, 2012) [1] Today, Starbuck is world’s largest

coffee company with a stock market value of $51.6 billion; 151.000 full-time

employees in 65 countries around the world On average, Starbuck open 2 nee

stores a day (Huong Na, 2014) [2]

Introduction

With Starbucks's partners, their coffee andcustomers at our core The first value Starbucksdemonstrates is creating a warm culture whereeveryone is welcome Next, face challenges withcourage to improve the company Finally, offer thebest price(Starbucks Coffee Company, 2019 [6]

To inspire and nurture the human spirit – oneperson, one cup and one neighborhood at atime' (Starbucks Coffee Company, 2019) [3]

Starbucks Coffee’s corporate vision is “toestablish Starbucks as the premier purveyor

of the finest coffee in the world whilemaintaining our uncompromising principleswhile we grow ” (Lawrence Gregory,2019)[4]

Starbuck's aim to become the leader ofproviding coffee with the best quality,become one of the largest coffeehouses inthe world, addresses the "uncompromisingprinciple" and continuing global expansion(Lawrence Gregory,2019) [5]

Starbuck's focus on 2 kinds ofcustomers:

Young adults- college student(18-24 years old) and people inworking age (25-44 years old)(Ashish Khatter,2013)[7]

Introduction

Customers in the age of 18-24:

Starbucks targets this group through the

development of technology and innovative

ideas They positions themself as a place

where college students can hang out,

study, write, and meet people

(Ashish Khatter,2013)[8]

Customers in the age of 25-44:

Starbucks targets this group by offering a number of beverages that appeal to

them, creating a “third place” to go between home and work by creating this

unique and relaxing “experience” and “atmosphere” for customers in the region

This micro tends to have high income and professional careers

(Ashish Khatter,2013)[9]

ENVIRONMENT

Microenvironment consists of the actors close to the

company that affect its ability to serve its

customers-the company, suppliers, marketing intermediaries,

customer markets, competitors, and public

(Philip Kotler & Gary Armstrong, 2012)[11]

2

The Microenvironment

2 3 5 1 8

22

The Macroenvironment

Vietnam began its current period of growth and industrialization in 1986, when

Hanoi began a series of economic reforms known as “Doi Moi.” Between 2000 and

2010 Vietnam more than tripled its per capita GDP Of the Association of Southeast

Asian Nations (ASEAN-5), which includes Cambodia, Indonesia, the Philippines,

Thailand, and Vietnam, Vietnam is expected to be hit hardest by technological

substitution, with 70 percent of its current overall workforce at high risk of being

displaced in the near future (Csis.org, 2010) [48]

But Starbucks have taken the advantage of the modern industrialization to invent

and research the most advanced scientific technologies like Artificial Intelligent,

Iot, to develop their brand name Beside that, they also want to prove that

Starbucks not only working on Coffee Field but also in Technological Field With

their care for the environment, Starbucks researched and developed their chain

stores with environmental-friendly technology, for example: Saving water by using

high pressure blower to clean the cups instead of using water (Starbucks Coffee

Company, 2019) [49]

The political and social

How the Starbucks company can

react to the marketing environment

4

" There are three kinds of companies: those who make things happen, those who

watch things happen, and those who wonder what's happend"( Phillip Kotler &

Gary Amstrong, 2012)[56] Starbucks's way to react to the marketing environment is

reactive From the beginning, Starbucks has keep their own product lines and adopt

to the need of customers They focus on customer's needs and attitude to bring

them what they need "Starbucks target this group through the growth of technology

and innovative ideas Starbucks positions itself as a place college students can hang

out, study, write paper, and meet people" (Ashish Khatter, 2013) [57]

In 2020, facing Covid-19 pandemic, Starbucks choose to "move aggressively and

futher differentiate" their brand from competitors by developing digital touch points

like mobile orders Starbucks app, focus more on delivery and tent to gift more

people with "Starbucks Reward member" Kevin Johnson, president/ CEO of

Starbucks said: “I believe [COVID-19] is one of those rare opportunities to move

aggressively and further differentiate Starbucks from our competition.” Starbucks

are making more money than ever since the pandemic broke out - about 17%

average growth (origin.warc.com, 2020) [58]

5

[1] Vietnam, B (n.d.) Starbucks – thương hiệu xuất phát từ trái tim [online]

Brands Vietnam Available at

<https://www.brandsvietnam.com/877-Starbucksthuong-hieu-xuat-phat-tu-trai-tim> [Accessed 4 June 2021]

[2] Vietnam, Brands “10 Điều Có Thể Bạn Chưa Biết về Starbucks.” [online]

Brands Vietnam, 6 Oct 2014 Available at

<http://www.brandsvietnam.com/5263-10-dieu-co-the-ban-chua-biet-ve-Starbucks> [Accessed 4 June 2021]

[3] [6] Starbucks Coffee Company (2019) Mission Statement | Starbucks Coffee

Company [online] Available at:

<https://www.starbucks.ph/about-us/our-company/mission-statement> [Accessed 4 June 2021]

[4] [5] Gregory, L (2019) Starbucks Coffee’s Mission Statement & Vision

Statement (An Analysis) - Panmore Institute [online] Panmore Institute Available

[12] Báo tin tức và phân tích chuyên sâu kinh tế, quốc tế, y tế (2020) Bài học

chuyển đổi số thành công từ Starbucks [online] Available at:

https://viettimes.vn/bai-hoc-chuyen-doi-so-thanh-cong-tu-starbucks-post129185.html [Accessed 7 June 2021]

[13] [14] [15] VnExpress (n.d.) Starbucks kinh doanh như thế nào [online]

vnexpress.net Available at:

https://vnexpress.net/starbucks-kinh-doanh-nhu-the-nao-4167542.html [Accessed 7 June 2021]

[16] [17] NĐH (n.d.) Con đường từ một tiệm cà phê đến đế chế tỷ USD của Starbucks.

[online] Available at:

https://ndh.vn/quoc-te/con-uong-tu-mot-tiem-ca-phe-en-e-che-ty-usd-cua-starbucks-1250108.html?

fbclid=IwAR2S31WQepsZMDZ14zbbzxjff97sOC0vQgpk3RPQGsN-1NVeYH-sdRUC5o8[Accessed 7 June 2021]

[18] VnExpress (n.d.) Starbucks kinh doanh như thế nào [online] vnexpress.net

Available at: https://vnexpress.net/starbucks-kinh-doanh-nhu-the-nao-4167542.html

[Accessed 7 June 2021]

[19] NBRI (2012) The Customer Experience – Spotlight on Starbucks [online]

Available at: https://www.nbrii.com/blog/the-customer-experience-starbucks/?

fbclid=IwAR3cnDYcePEpVFk2lBnv7Eu6lb-Ke3-k84rXIhe1gxil1aCeUGxh81rH1W4

[Accessed 7 Jun 2021]

[20] [22] [23] VILAS (2021) Bài học kinh doanh và chuỗi cung ứng của Starbucks

[online] Available at:

https://vilas.edu.vn/bai-hoc-kinh-doanh-va-chuoi-cung-ung-tu-thuong-hieu-ca-phe-lon-nhat-the-gioi.html [Accessed 7 June 2021]

[21] vunguyen (2020) Mô hình kinh doanh của Starbucks tại Việt Nam [online]

VNFranchise - Trang Nhượng Quyền Thương Hiệu Hàng Đầu Việt Nam Available at:

https://vnfranchise.vn/mo-hinh-kinh-doanh-cua-starbucks-tai-viet-nam/

[Accessed 7 June 2021]

[24] Free Essays PhDessay.com (2018) Intermediaries of Starbucks

-PHDessay.com [online] Available at:

https://phdessay.com/intermediaries-of-starbucks/ [Accessed 10 Jun 2021]

[25] Tomorrow Marketers (2019) Starbucks - Từ thấu hiểu khách hàng đến xây dựng

thương hiệu cuốn hút [online] Available at:

https://blog.tomorrowmarketers.org/starbucks-tu-thau-hieu-khach-hang-den-xay-dung-thuong-hieu-cuon-hut/ [Accessed 11 Jun 2021]

[26] [27] [28] Marketing Admicro (2017) [CASE STUDY] Starbucks đang nhắm vào

đối tượng mục tiêu nào? [online] Available at:

https://marketingai.admicro.vn/case-study-starbucks-dang-nham-vao-doi-tuong-muc-tieu-nao/

[Accessed 11 June 2021 ]

REFERENCE

[29] [30] [31] Marketing91 (2017) 11 Starbucks Competitors - Competition Analysis Of

Starbucks [online] Available at:

https://www.marketing91.com/starbucks-

competitors/?fbclid=IwAR26f1P-S7PrGCxivzTLomeAg_epgF0mAtPLsq9WO5uXT4OJ6M0H6QFd7hI [Accessed 14 Jun

2021]

[32] [33] admin (2020) So sánh Highlands vs The Coffee House [online] Ly nhựa Sài

Gòn Available at: https://lynhuasaigon.com/so-sanh-highlands-vs-the-coffee-house/?

fbclid=IwAR0AHbkoP0OxI_qkJRNrQIK88BRthqFlpOqC_0ePT6LOAOW9GyIaX4IfSko[Accessed 14 Jun 2021]

[34] VnExpress (2020) Một năm ra Hà Nội, doanh thu Phúc Long tăng gần 65%

[online] vnexpress.net Available at:

https://vnexpress.net/mot-nam-ra-ha-noi-doanh-thu-phuc-long-tang-gan-65-4166830.html?

fbclid=IwAR2pGrx1IIlTAFBzCTVe8FXMtuLy0eHPRlSzzzMOijx5cBV8pzPoBcaPryA

[Accessed 14 Jun 2021]

[35] [36] [37] UKEssays November 2018 Business Philosophy of Starbucks [online]

Available from:

https://www.ukessays.com/essays/marketing/starbucks-the-company-philosophy-marketing-essay.php?vref=1

[Accessed 10 June 2021]

[38] Nam, Đ (2021) Starbucks sắp bỏ loại cốc giấy dùng một lần [online] Cafef.vn

Available at:

https://cafef.vn/starbucks-sap-bo-loai-coc-giay-dung-mot-lan-20210407093548911.chn [Accessed 10 June 2021]

[40] Worldometers, 2021 Vietnam Population [online] Worldometers.info Available at:

<https://www.worldometers.info/world-population/vietnam-population/> [Accessed 11

June 2021]

[41] MAYBANHANG.NET (2016) PHÂN TÍCH THỊ TRƯỜNG CÀ PHÊ VIỆT NAM NĂM

2016 [online] Available at:

https://maybanhang.net/2016/12/phan-tich-thi-truong-ca-phe-viet-nam-nam-2016/ [Accessed 11 June 2021]

[42] Advertising Vietnam (2020) Càn quét thị trường thế giới nhưng đây là lý do

Starbucks “thất sủng” ở thị trường Việt Nam | Admin [online] Available at:

https://advertisingvietnam.com/can-quet-thi-truong-the-gioi-nhung-day-la-ly-do-starbucks-that-sung-o-thi-truong-viet-nam [Accessed 14 Jun 2021]

REFERENCE

[44] [46] World Bank (2020) Tổng Quan về Việt Nam [online] Available at:

https://www.worldbank.org/vi/country/vietnam/overview [Accessed 14 June 2021]

[47] Starbucks Coffee Company (2019) Môi trường | Công ty Cà phê Starbucks

[online] Available at:

https://www.starbucks.vn/tr%C3%A1ch-o_bdLEHUarYHD8D1SrlYBcVlelOHZS7hnvvAcgdYTtwI [Accessed 14 Jun 2021].[48] Csis.org (2010) Vietnam and the Consequences of Technological Innovation forDeveloping Countries [online] Available at: https://www.csis.org/npfp/vietnam-and-consequences-technological-innovation-developing-countries

nhi%E1%BB%87m/m%C3%B4i-tr%C6%B0%E1%BB%9Dng?fbclid=IwAR0fXffaMVerc4-[Accessed 14 June 2021]

[49] Starbucks Coffee Company (2019) Công trình Xanh | Công ty Cà phê Starbucks.[online] Available at: https://www.starbucks.vn/tr%C3%A1ch-

xanh [Accessed 14 Jun 2021]

nhi%E1%BB%87m/m%C3%B4i-tr%C6%B0%E1%BB%9Dng/c%C3%B4ng-tr%C3%ACnh-[50] VOV.VN (2021) “Ổn định chính trị là một lợi thế của Việt Nam.” [online] Availableat: https://vov.vn/chinh-tri/on-dinh-chinh-tri-la-mot-loi-the-cua-viet-nam-142773.vov[Accessed 14 Jun 2021]

[51] Global Vietnam Lawyers (2018) 10 lý do doanh nghiệp nên đầu tư vào Việt Nam.[online] Available at: https://gvlawyers.com.vn/10-ly-do-doanh-nghiep-nen-dau-tu-

vao-viet-nam/?lang=vi [Accessed 14 Jun 2021]

[52]Báo Nhân Dân (2020) Sức hấp dẫn của Việt Nam trong hợp tác đầu tư nước

ngoài [online] Available at: nam-trong-hop-tac-dau-tu-nuoc-ngoai-617485/ [Accessed 14 Jun 2021]

https://nhandan.com.vn/nhan-dinh/suc-hap-dan-cua-viet-[53] Báo Pháp luật Việt Nam điện tử (2012) Nhàn đàm tố chất người Việt [online]Available at: https://baophapluat.vn/dan-sinh/nhan-dam-to-chat-nguoi-viet-

https://www.warc.com/newsandopinion/news/how-starbucks-is-using-covid-19-fbclid=IwAR1IOxuMl9MQEmZXp3lIjOuUTFBnelZMtztDN-pjBrGHgvMasQn_4blskFo[Accessed 14 Jun 2021].