group project starbucks coffee the legend xuân thủy

Therefore, Starbucks Corporation, the leading coffee shop in the world, has seen the potential in Vietnam and invested in many Starbucks stores in key cities of Vietnam.. With the succes

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Executive summary

In our modern world, the Vietnamese economy is experiencing robust and sustained growth, which is growing consumer demand A necessary component of the service business We've all been to coffee shops with a variety of layouts The cafe was established and developed to meet the demand for people to drink coffee in order to relax, make friends, chat, and work Therefore, Starbucks Corporation, the leading coffee shop in the world, has seen the potential in Vietnam and invested in many Starbucks stores in key cities of Vietnam With the success and development of Starbucks coffee, this is an enterprise with an effective and successful operational management system

Table of contribution:

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Table of Contents

I Introduction 4

1 Profile 4

2 Mission 4

3 Vision 5

4 Business context 6

5 Starbucks The Legend based on the Shoppee Foodservice 9

6 Culture: 9

II Major operation problems of Starbucks Coffee The Legend – 9

III Managing products 11

1 Detail products 11

2 The production process and service process 12

a Production process 12

b Service process 12

c Organization structure 14

3 Forecast the expected demands of Starbuck coffee- The Legend16 4 Capacity level for Starbuck coffee- The Legend relevant to demands 16

IV Managing organization 17

1 MIS for purchasing and selling operations of Starbucks 17

V Discuss a topic 18

1 Leadership: 18

2 Planning and operating: 19

3 Organizational Requirements: 19

4 Team Building and Partner Development: 20

VI Recommendation 21

V Reference 22

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Starbucks Legend Xuan Thuy is located at 241 Xuan Thuy, Cau Giay District, Hanoi The store desire to meet the needs of customers to enjoy coffee and relax Although it has only been in operation for a time, the number of customers coming to the store is very large, especially on weekends and holidays

About the space: The shop is located in an extremely beautiful and airy location Although the space is not big, it feels very spacious when entering The staff is friendly and polite, and the shop in the afternoon is not very crowded, so it is very suitable for studying and working There is also soft music to relax

2 Mission

Starbucks coffee always inspires and nurtures the human spirit one person, one cup 3and one neighborhood at a time.This is expressed every day through:

Coffee: It has always been and always will be about quality We are committed

to procuring the best coffee beans responsibly, roasting them with care, and improving the lives of those who cultivate them We are strongly invested in all

of this, and our work is never done

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Partners: We’re called partners because it’s not just a job, it’s our passion Together, 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

Customers: When we are truly involved, we connect with, laugh with, and brighten our clients' lives - even if just for a few seconds Sure, it begins with the promise of a flawlessly prepared beverage, but our effort extends well beyond that It all comes down to personal connection

Stores: When our customers experience this sense of belonging, our stores become a refuge, a respite from the stresses of everyday life, and a gathering place for friends It's about enjoying life at its own pace 4 sometimes leisurely and appreciated, sometimes quicker Always full of humanity

Neighborhood: Every shop is a part of a community, and we take our obligation

to be good neighbors very seriously We want to be invited to every business meeting We can be a constructive influence in the community by bringing together our partners, consumers, and community members to contribute every day We can now realize that our duty and potential for good is considerably 3 3greater Starbucks is once again expected to set the new norm We shall take the initiative

Shareholders: We know that when we execute in each of these areas, we will be rewarded by our shareholders We are totally responsible for ensuring that each

of these aspects is correct so that Starbucks and everyone it touches may 3 3survive and prosper

Environmental Mission Statement: Starbucks is committed to a role of

environmental leadership in all facets of our business

3 Vision

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Starbucks Coffee’s corporate vision is <to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.= Aiming to be the top purveyor implies that Starbucks Coffee wishes to establish leadership in supplying its products, particularly high-quality coffee This component of the company's goal statement is realized by continuing its worldwide development as one of the world's largest coffeehouses and coffee companies However, it is unclear if Starbucks is successfully addressing the "finest coffee in the world" component

of its business strategy

This corporate vision statement has the following components relevant to the

Our Guarantee: Your drink will be great every time If not, please notify us and

we will make it right

Men and women in their twenties and thirties are the target demographic It is the proportion of the general population who can afford to drink more expensive coffee on a regular or daily basis This is the target audience for their marketing

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Starbucks' marketing emphasizes the creation of the ideal "third place." That space between work and home that is appealing enough to visit on a daily basis And it's comfy enough that I occasionally remain for a bit to sit and sip Their whole marketing strategy is aimed at selling this "third place" feeling This is because it will appeal to their intended audience

Location: Starbucks' preferred locations are at signalized corners with multiple

access points When coming to Starbucks stores in luxury buildings such as Vincom,Mall Customers may notice Starbucks Coffee with a clean and modern, yet comfortable and welcoming vibe of Starbucks bleeds through in everything Starbucks does

Competitors: Direct rival groups: this group includes brands competing directly

with Highlands Coffee in market coffee Some brands have advantageous situations in coffee such as: Starbucks, The Coffee House, etc Indirect rival group: This group includes beverage production brands such as Phuc Long Coffee & Tea, etc

Time frame specific: customers come mostly at a certain times during the day:

10:30- 11:30 am, 7:30-9:30 pm

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Growth rate: After 7 years in Vietnam, Starbucks chose the development path

"slowly but surely" This chain has just recently expanded to more than 60 stores, present in four cities: Hanoi, Hai Phong, Da Nang, and Ho Chi Minh City, with the reason being to ensure the strategy and business model Compared with its competitors in terms of revenue, Starbucks' scale is also more modest, such as the Highlands Coffee chain, which currently has 336 stores, or the scale

of more than 150 stores of The Coffee House 2019 is also a rare year Starbucks' revenue growth is on par with the leading group In fact, the leader of this chain in Vietnam has repeatedly affirmed that Starbucks does not pursue revenue goals Instead, this chain puts customer experience and system stability first

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5 Starbucks The Legend based on the Shoppee Foodservice

Platform, the store currently has a large number of purchases, some products have reached a purchase quantity of more than 1000 cups, in addition, the store has been evaluated by many customers for quality, positive feedback extreme and currently at 4 8 stars

6 Culture:

Over the years of expansion and development, Starbucks has created a work culture that focuses on the spirit and working environment of its employees, encouraging them to build friendly relationships within the team and always consider employees Members are "gods" that need to be taken care of

Employees at Starbucks are more formally referred to as "colleagues," and even part-time workers have the option of receiving company shares and insurance Starbucks maintained in investing in employee skill training during the economic crisis, when retail firms lay off huge numbers of people

II Major operation problems of Starbucks Coffee The Legend –

The process of opening new stores and introducing new products has stimulated raw material prices But sooner or later, the pursuit of quarterly growth has weakened the Starbucks brand:

• Customer's perceived risks and strategies: When the customers going to Starbucks coffee are overcrowded, there will be no longer blank tables for them and the mixing drink unit may overload which makes the restaurant serve slowly then the customers wait for them and feel anxious Moreover, Starbucks is equipped the cool air compared to some customers sense too cold

• Brand loyalty: In addition, Starbucks introduced many new products to expand its appeal For coffee purists, these new products undercut the integrity of the Starbucks brand They also challenge expert bartenders who have struggled with

an ever more complex drink menu With more than half of customers now familiar with their drinks, baristas are hired for their passion and social skills for

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• Competitive price: Starbucks coffee brand has competition on price That a growing number of emerging coffee brands have decreased their prices to lower prices to attract more customers is a concern for Starbucks because of its price which is assessed rather high in some opinions

• Those who previously valued a relaxed, club-like atmosphere with a cup of quality coffee have found themselves in the minority To grow, Starbucks is constantly calling out to win and reach customers for whom service means speed

of delivery rather than recognition and conversation with an expert barista Starbucks introduced new store models like Express, trying to cater to the second market segment without harming the first But Starbucks veterans have now turned to Peets, Caribou, and other more exclusive brands

• The opening of new stores and the rapid introduction of new products provide only superficial development Such strategies detract from management's interest in improving sales in stores of the same product year after year Meanwhile, this is leveraged in retail, where the manager of the local store must win the loyalty of the customers to the brand and increase the frequency of purchases in his vicinity It's up to each customer once

• COVID-19, on the other hand, has an impact not only on Starbucks Vietnam's market expansion rate, but also on the shop idea Many F&B firms in Vietnam have learned from Covid-19 that establishing a store includes lots of risks in terms of both logistics and revenue Because no one knows when COVID-19 will return and how strong or weak it will be, it is advisable to invest

cautiously4with little money and on a small scale, build quickly and put it into action immediately, with minimal risk

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III Managing products

1 Detail products

• Chocolate chip cream

Chocolate chip cream with the fat taste of cream mixed with the slight bitterness

• Green Tea Latte

Green tea Latte is on the list of delicious drinks No 1 of Starbucks This drink, with the main ingredients being green tea powder and cream, has a delicious taste and has a strong appeal to young people

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b Service process

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• The first step is "place order" It is critical to order something based on what

you are seeking in order to obtain a drink you will love When you order at

Starbucks, you do not have to purchase coffee; there are hundreds of drink

options, including tea, smoothies, iced, and so on If you're unsure what to order, don't be hesitant to ask your barista for recommendations or assistance They can provide you options depending on your drink preferences to help you create one that is personalized for you

• Step 2: After receiving the client's order, the employer will assess the available

inventory and will make one of two decisions: in instance 1, if the items are in sufficient supply, the staff will tell the customer that the order has been received Otherwise, it will go to the second phase of payment, and if the item is out of stock, the staff will provide the client the option of selecting another available meal

• Step 3: Make your beverage selection Make your order once you've decided on

your coffee and all of the potential factors Begin with the amount of the drink, then the temperature (which is always hot, even in warm weather), the name, and any changes you want to make If you have any further drink requests, the staff will inquire If not, you will have to wait for the barista to create your

beverages, and if you have any changes, you will have to return to the Espresso Bar and repeat your order.- Step 4: After making the drinks, the staff will notify the customer to the order bar to receive the item After receiving the item,

customers will find suitable sit for themselves to enjoy a cup of coffee During the coffee time, the employee will provide accompanying services such as

turning on the air conditioner, cleaning the seats, providing network or paper At

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the end of the cycle, the customer will leave and the staff will responsible for

cleaning the table for guests

c Organization structure

At Starbucks Coffee, the management team and staff are extremely professional and creative The regional manager is the leader of the team that manages the chain stores in each location, going through rigorous processes to select the best staff for each location Each position will have different duties

The management department will be responsible for the entire chain of stores in each area, including:

• Store manager: responsible for managing all the work, parts of the store from the shipping department, the material supply department, the store's services and the employees in that store

• Store assistant department: the person responsible for managing and receiving information from the store manager They are responsible for managing and storing information of employees, customers, taking care of customers whenever they have a complaint about the store's service