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The Starbucks Access Into Vietnam Marketing Essay

Starbucks Coffee Company Starbucks began in 1971 as a roaster and merchant of complete bean and floor espresso, tea and spices. In the past, the company was an individual store in Seattle's ancient Pike Place Market. From simply a thin storefront, Starbucks offered some of the world's finest fresh-roasted whole bean coffees.

("Starbucks Espresso Company") Starbucks is named after the first partner in Herman Melville's Moby Dick. The name evoked the relationship of the high seas and the seafaring traditions of the first coffee dealers. The logo design is also encouraged by the sea, featuring a twintailed siren from Greek mythology.

("Starbucks Coffee Company") In 1981, Starbucks chairman, leader and chief executive officer, Howard Schultz, was attracted into Starbucks from his first glass of Sumatra, and signed up with Starbucks a yr later.

("Starbucks Espresso Company") In 1983, Howard travelled to Italy and became fascinated by Italian coffee bars and the romance of the espresso experience. He previously a perspective to bring the Italian coffeehouse tradition back to the United States where coffeehouse is manufactured a location for dialogue and a sense of community also to be a third place between work and home. He kept Starbucks for some time to start out his own Il Giornale coffeehouses and delivered in August 1987 to buy Starbucks by using local buyers.

("Starbucks Espresso Company") Today, Starbucks connect with millions of customers every day with exceptional products and practically 18, 000 retail stores in 60 countries.

("Starbucks Caffeine Company") Starbucks quest is to encourage and nurture the human spirit - one individual, one glass and one area at a time.

("Starbucks Caffeine Company") Starbucks have always presumed in offering the best espresso possible and it is their goal for all of their espresso to be expanded under the highest standards of quality, using moral sourcing techniques.

STARBUCKS' Entry into Vietnam

("Starbucks opens first store in coffee-loving Vietnam") Starbucks opened its first cafe in Vietnam in Ho Chi Minh City as part of its strategy to extend across Asia, and plans to include more retailers throughout the country.

The grand opening of the HCM City store marked Vietnam as Starbucks' 12th market in the Asia Pacific, and adding up to its string of some 3, 400 stores in the region.

John Culver, chief executive of Starbucks Coffee China and Asia Pacific, said through the ribbon cutting ceremony that Vietnam is one of the most energetic and interesting market in Asia, and that they are very pleased to open up a Starbucks store in the united states.

Coffee Concepts (Vietnam) Ltd. , a Hong Kong Maxim's Group subsidiary, will operate Starbucks Ho Chi Minh City store in Vietnam, and its first store will maintain the city's business area.

Starbucks will be seeking to contend with local competitors in a country known because of its strong cafe culture. Vietnam is the world's second-largest espresso producer and it offers dozens of local chains as well as small coffee shops on nearly every street place which present a significant challenge for Starbucks to break right into the crowded market.

According to research, although many people queued up in southern Ho Chi Minh City for the starting, however the US giant's caffeine may well not be to everybody's style.

Some speculated about how exactly the Starbucks will contend with Trung Nguyen Coffee and Highlands Espresso, a homegrown brand that credits Starbucks as an ideas.

One Vietnamese, Nguyen Tien Tam, 35 have been quoted as preferring Vietnamese espresso, which is better than Starbucks and this as a Vietnamese, he only love local coffee.

Compared with other Asian market segments which Starbucks has recently entered, the Seattle-based company faces a unique circumstance in Vietnam, where French-inspired caffeine culture rules supreme, two homegrown chains established presences and family-run sidewalk cafes are as many as noodle shops.

In HANOI, Vietnam, Nghiem Ngoc Thuy has been providing coffees to thirsty Vietnamese for 20 years in her colonial-style villa with peeling shutters, and she and her customers aren't too apprehensive that Starbucks will alter their time-tested coffee traditions.

As quoted by Thuy, her family-run cafe in Hanoi offers prices that are affordable for average Vietnamese. Thuy further added that expensive caffeine is just for the kids of federal government officials, or people who have a lot of money.

A regular customer, an consumer electronics salesman Do Thanh Tung, said he's eager to see if Starbucks coffee really is not the same as the Vietnamese blends he has been sipping since he was a decade old. Tung, now 30, said Vietnamese teenagers will welcome Starbucks, once they get accustomed to it.

But he added that he doesn't be prepared to become a regular Starbucks patron because he wines five or six cups of coffee a day, thus regular trips to Starbucks would be too expensive for him.

Dang Le Nguyen Vu, whose Trung Nguyen Group possesses 55 cafes in Vietnam, said he welcomes Starbucks and doesn't view the North american newcomer as a danger.

Vu even visualized Starbucks opening up to 100 cafes in Vietnam in the next a decade, but it remains questionable whether people in a country with such a low GDP per capita, and another taste in coffee, would really acknowledge Starbucks.

Unlike China, where tea is the caffeinated drink of preference, Vietnam inherited a coffee culture from French colonizers in the 19th century. Vietnam is also the world's second-largest exporter of caffeine behind Brazil.

Starbucks already runs more than 3, 300 stores across 11 countries in the Asia-Pacific region, and its own admittance into Vietnam marks the latest round in a plan to get Asia's growing middle classes despite a stagnating U. S. economy.

Jinlong Wang, chief executive of Starbucks Asia-Pacific, said the business plans to develop across Vietnam in a manner that celebrates the country's caffeine culture and heritage.

He experienced commented on an email towards the Associated Press that Starbucks is looking forward to growing with Vietnam's already exciting espresso industry and making a positive impact in the neighborhoods where they operate.

Vietnam has a society of about 90 million and three out of five Vietnamese are under the age of 35.

Architect Tran Cao Tho, a 32-year-old architect and his friends sipped their coffees from low, solid wood stools on the sidewalk as motorbikes whizzed by and neighborhood singers slipped in. Starbucks will seek to profit from surging consumer demand.

Tho and his friends are area of the sizeable under-35 technology that Starbucks, the Seattle-based company, will seek to encourage and switch from more robust and cheaper caffeine at their community cafe to Starbucks caffeine.

Tho whose morning routine carries a glass of drip coffee at Hanoi's Cafe Hanh said that he like his caffeine black, dark and strong and this he would go to Starbucks once in a while for the ambience, but not for the espresso as the flavour is too light.

According to Anthony Emms, managing partner at Stanton Emms Strategy Consultants in Singapore, which advises international food and beverage companies on Asian markets, he commented that Vietnam's market has slowed lately in part due to a problematic banking sector, but Starbucks' upmarket brand will appeal to the growing Vietnamese middle class, and that he doesn't believe that there is a massive barrier to Starbucks in Vietnam and further added that Starbucks is not really a coffee but is a food-service principle.

He further added that more than 60 per cent of Vietnam's society was born after the Vietnam War finished in 1975, and there is a strong demand among children in Hanoi and Ho Chi Minh City for top quality clothing and accessories, regardless that labels often are fakes, and average annual income is only about $1, 500.

Furthermore, other international food chains have opened up stores in Vietnam in recent years, like the Australian coffee string Gloria Jean's Coffees International, the California-based Coffee Bean & Tea Leaf, and the American fast-food chains KFC and Burger Ruler. And Nestle instant coffee which is designed to match the Vietnamese palette is sold generally in Vietnamese supermarkets.

However, Emms said that Starbucks would associated risk alienating a few of its clients if it didn't include Vietnamese drip coffee on its selections here. This would be to cater to and target at not only the younger technology but also the aged and senior technology.

What differentiates Starbucks from other caffeine chains?

("Starbucks Coffee Company") Starbucks have always thought in the importance of creating a great, enduring company that hits a balance between success and a sociable conscience.

Starbucks have a holistic approach to ethically sourcing the best quality coffee. This includes responsible purchasing routines, supporting farmer loans and forest conservation programs. They assume that by buying espresso this way, it can help foster a much better future for farmers and a more stable environment for the earth. It also helps create a longterm supply of the highquality beans which they have been carefully mixing, roasting and packing fresh for more than 40 years.

They share their customers' determination to the environment. And they have confidence in the value of looking after the earth and stimulating others to do the same. It is their goal that 100% of these mugs will be reusable or recyclable by 2015. They'll also work to significantly reduce their environmental footprint through energy and water conservation, recycling and renewable construction.

They also have confidence in fostering thriving neighborhoods, from the neighborhoods where their stores are located to the ones where their espresso is grown. To create people together, inspire change and change lives in people's lives are all part of being a good neighbor. In addition they hope to add one million volunteer hours each year to their neighborhoods by 2015.

Since the beginning, Starbucks is a different kind of company. The one that not only celebrate coffee and the wealthy custom, but would also bring a feeling of connection. It is the one that is dedicated to uplifting and nurturing the human being spirit and focused on serving the finest coffee, creating a fantastic customer experience, and being truly a great place to work. Starbucks is grateful with their partners (employees) for making Starbucks the business that they are. And they are honored to be acknowledged for their initiatives which acquired Starbucks its honors and recognition.

Today, with more than 17, 400 stores in 60 countries, Starbucks is the premier roaster and retailer of specialty espresso on the globe. And with every glass, they make an effort to bring both their heritage and an exceptional experience alive.

("Starbucks opens first store in coffee-loving Vietnam")


Starbucks will price its products in a premium position that is competitive. Relating to Sara Senatore, a fresh York-based analyst at Sanford C. Bernstein & Co, prices may be significantly less than the U. S. because of lower income and operating costs in Vietnam.


Their stores are a area gathering place for getting together with relatives and buddies. Their customers enjoy quality service, an inviting atmosphere and a fantastic sit down elsewhere.

Starbucks is also monitoring Vietnam's increasing coffee demand. Its first store in the country is situated in one of Ho Chi Minh City's busiest roundabouts and is also near to a new Burger Ruler restaurant and Ben Thanh Market which is the center of the city's holiday trade.

People (one of the new 4Ps)

Their coffee purchasers travel professionally to caffeine farms in Latin America, Africa and Asia to select the best quality beans. And their professional roasters draw out the balance and rich taste of the beans through the personal Starbucks Roast.

Starbucks offers the finest coffees in the world, grown, prepared and dished up by the finest people. Their workers, whom they call lovers, are in the center of the Starbucks Experience. They have confidence in treating their companions with value and dignity. They are simply proud to offer two landmark programs for their partners: comprehensive health coverage for entitled full and parttime associates and equity in the company through Bean Stock.


Starbucks offers an extensive wide range of exceptional products that customers enjoy in their stores, at home, and on the run. A couple of more than 30 blends and oneorigin superior coffees and Handcrafted Beverages such as freshbrewed espresso, hot and iced espresso beverages, Frappuccino coffee and noncaffeine blended beverages, smoothies and Tazo teas. Their merchandises include espresso and teabrewing equipment, mugs and accessories, packaged goods, music, literature and gifts. In addition they offer fresh food like baked pastries, sandwiches, salads, oatmeal, yogurt parfaits and fruit cups. Other Consumer Products Espresso and Tea include Whole bean and earth caffeine (Starbucks and Seattle's Best Coffee brands), Starbucks VIA Ready Brew, Starbucks KGlass portion packages, Tazo tea filterbags and tea latte concentrates. Starbucks offers ReadytoDrink (RTD) beverages which include Starbucks bottled Frappuccino coffee refreshments, Starbucks Discoveries chilled cup coffees, Starbucks Doubleshot espresso wines, Starbucks Doubleshot Energy+Coffee refreshments;Seattle's Best Caffeine Iced Lattes, Starbucks Refreshers drinks, Tazo bottled iced and juiced teas. Starbucks Snow Cream is also available in Supersuperior coffee and coffeefree tastes. Brand Portfolio Starbucks Coffee, Seattle's Best Caffeine, Tazo Tea, Progression Fresh, La Boulange and Torrefazione Italia Coffee.


Starbucks card people enjoy Starbucks Rewards such as complimentary handcrafted beverage of customers' choice, brewed caffeine and/or full bean coffee. Members also enjoy complimentary slice of cake on birthday month. There is also a variety of merchandize and product that's available which include hand bags, mugs and mugs.

swot Research on starbucks access into vietnam


("Starbucks Espresso Company") Starbucks acquisitions and roasts high-quality whole entire bean coffees.

Their coffeehouses have grown to be a inspiration for coffee addicts everywhere. They insist on Starbucks because they know they can count on its genuine service, an inviting atmosphere and a superb cup of expertly roasted and richly brewed espresso every time.

Starbucks is more than Espresso, they are keen sources of espresso and everything else that goes with a worthwhile coffeehouse experience. They also offer a selection of superior Tazo teas, fine pastries and other palatable goodies to please the tastebuds. As well as the music you notice waiting for you is chosen for its artistry and appeal.

People come to Starbucks to work, talk or meet up. They're a community gathering place which includes be a part of their day to day routine.

It has a global recognition and good reputation for fine products and services. Starbucks has nearly 18, 000 shops in 60 countries.

The company prices its workforce and treats its employers as lovers.

The company has strong honest values and moral mission assertion.

Starbucks has some similarly impressive information with 41 many years of experience and 3, 300 stores in 12 countries in the China and Asia-Pacific region. They also have an ongoing romance with Vietnamese coffee growers. According to the company, Starbucks already buying a "notable amount" of high-quality arabica coffee from Vietnam and are working to buy more.


("Starbucks gets into entrenched Vietnam caffeine market | SeacoastOnline. com") Starbucks will have to battle entrenched tastes, local brands, international competitors and the thousands of neighborhood coffee outlets that dot Vietnam's pavements.

Local chains such as Trung Nguyen Coffee and Highlands Espresso have more experience catering to the Vietnamese love of strong coffee.

Starbucks' coffee flavor is too light.

Starbucks coffee may be too expensive for local consumers who need their coffees regularly every day.


("Starbucks gets into entrenched Vietnam coffee market | SeacoastOnline. com") There is a strong demand among children in Hanoi and Ho Chi Minh City for top quality goods and services.

Starbucks looks forwards at growing with Vietnam's already attractive caffeine industry and making a confident impact in the neighborhoods where they operate.

Has potential to consider co-branding with other drink and food manufacturers and also brand franchising to manufacturers of other goods and services.

("Starbucks opens string of raw vegan juice bars") ("Starbucks starts new blend of juice bars") ("Starbucks to open first Evolution Fresh drink store - USATODAY. com") New markets for coffee and healthy drinks are beginning to emerge and that can be retailed in their cafes. (NaturalNews) Starbucks, the coffee shop that is renowned because of its seemingly limitless espresso varieties, is opening a new string of juice pubs in response to the growing health style towards unprocessed and entire foods. In late 2011, the espresso giant also brought out Evolution Fresh, a juice company. Health foods now symbolize a $50 billion industry, and Starbucks has been very available about their purpose to expand in to the market and build themselves as a significant player.

The juice bars will offer fruit and veggie options which is often blended corresponding to customer choice, or in sampled and true menu options to produce natural fruit drinks that are saturated in dietary fiber, supplements A, C, and E, and antioxidants.

Thicker smoothies can be supplemented with necessary protein ingredients such as juiced whole wheat lawn and nut butter, to help provide customers with a more nutritionally balanced meal. Their well balanced meals and treat options which include a wide menu to support vegetarian and vegan standards of living may also be available.

Starbucks think the market demand is high enough to justify its group of chains, not merely an extra few fruits options on the menu at their coffee shops. As the market is smaller than that for coffee, Starbucks' research on consumer spending fads show the increasing concern with health. Not surprisingly being a more dangerous investment than those to which Starbucks shareholders are familiar with, the buck market stocks of the business are steadily increasing, showing extensive support for this move.

Over recent years, the new fruit smoothie industry has bloomed into a billion dollars industry. Customer demand is seen in the number of folks purchasing bottled blended vegetable and fruit drinks, seeking eating reparation or preventative health options against a wide array of illnesses. Growing volumes of men and women are turning to juicing for detox alternatives. According to analyze, there may be more than enough demand to aid this major industry.

One of the clients, Angelica R. from Sodium Lake City said she can't wait till Evolution is worldwide so she could go back again.

Starbucks' purchase of Evolution Fresh for US$30 million this past year was in line with its technique to sell a broader range of products through its cafes, grocery stores and other shops.


("Starbucks enters entrenched Vietnam caffeine market | SeacoastOnline. com") Vietnam is the world's second-largest coffee producer and they have a large number of local chains as well as small espresso shops on nearly every street part which present a major problem for Starbucks.

Starbucks will have to contend with Trung Nguyen Espresso and Highlands Espresso, a homegrown brand and also other coffee chains that contain opened stores in Vietnam lately and who have more experience catering to the Vietnamese love of strong coffee, like the Australian coffee chain Gloria Jean's Coffees International, the California-based BEANS & Tea Leaf, and Nestle instant caffeine which is constructed to suit the Vietnamese palette comes extensively in Vietnamese supermarkets.

Another threat is Trung Nguyen's plan to enter the U. S. market which follows the company's go up to become the largest roaster and packaged-coffee store in a country with a brewing tradition dating from 19th century plantations by French colonists. The chain's 60 outlets across the country serve Vietnamese-style separately brewed cups, along with kinds including Italian espresso and Turkish-style coffees, a combination which Vu desires to sell well in america as well.

Vu's give attention to specialty beans and roasting includes a variety called "Legendee" intended to mimic the taste of caffeine brewed from coffee beans that are recovered from the feces of civets, a weasel-like rodent. The civet caffeine is considered a delicacy.

According to the company's website, the espresso roaster discovered enzymes that imitate civet digestion and developed an activity to give the espresso the same "magical flavor.

Vu said he intends to create a "espresso empire" and a worldwide brand within the next a decade, rivaling Starbucks. He said that the business is also considering an initial general public offering and the timing has yet to be determined.

Vu acquired a medical level prior to starting his roasting business. He developed Trung Nguyen from a shop he founded as students into a caffeine retailer with more than 3, 000 employees. He projects to improve the volume of cafes in Vietnam to 200 within the next 2 yrs.

Porter's 5 makes in reaction to the SWOT analysis

Starbucks' stableness and development in Vietnam will be determined by external sources such as potential entrants which might also want to endeavor into the Vietnamese market, also by inner and exterior threats which include pre-existing local brands and professional rivalries and by threats of substitutes whereby another type of beverage or service may replace Starbucks espresso and drinks. Other interior threats would are the effect of supplier's ability and the buying electric power of the client.

("porters 5 pushes - Google Search")

Sustainable Competitive Gain Analysis

("sustainable competitive benefit evaluation | blekko") Competitive benefit is defined as the strategic advantages one business entity has over its rival entities within its competitive industry. Achieving competitive benefit strengthens and positions an enterprise better within the business enterprise environment.

In order to uphold a sustainable competitive benefits, Starbucks must achieve its value activities in a way difficult for competition to reproduce or imitate. A competitive benefit is taken care of if the cumulative cost of performing the value activities is leaner than competitors. An even of value must support the competitive benefit to the customer that reaches least compatible to the rivals. Otherwise, a lesser price will have to be charged and the net result will be zero. A company's relative competitive gain will rely upon the type of structure the value chain of the company has versus the competition and also the position of the price motorists in each activity.


("Starbucks starts first store in coffee-loving Vietnam") ("Starbucks has seen merged reactions in AsiaLIFE HCMC") John Culver, leader for China and Asia Pacific said that Starbucks ideas on showing up in a manner that doesn't currently exist on the market in terms of the high quality products and the experience they offer. The chain will offer you flavors that will be tailor-made to Vietnamese tastes along with its trademark drinks, while expanding aggressively into Hanoi and other locations. Starbucks however dropped to elaborate on the number of outlets it projects to open up in Vietnam.

Ralf Matthaes, a local managing director at market research and consultancy company TNS said that Local consumers will be attracted by the Starbucks name and young people desire that modern, hip culture. He further added that Starbucks is famous and Vietnamese people desire to be seen at popular places, which is very typical for Vietnamese.

Vietnam's espresso culture stretches back again to the late-19th century after France colonized the country. According to the General Reports Office, it exported 1. 73 million metric a great deal of coffee in 2012, and is the world's biggest exporter of bitter- tasting robusta. Based on the International Coffee Business, intake of the drink in Vietnam jumped 65 percent between 2008 and 2011.

Tran Doan Kim, an enterprise management professor at Country wide College or university said the coffee chain will draw in young Vietnamese who prefer to be elegant, live a American lifestyle and revel in brands.

According to the World Loan company website, Vietnam possessed reached the actual World Bank telephone calls lower middle-income status in 2009 2009, with per-capita income having increased more than 10-collapse because the ruling Communist Get together began market-oriented reforms in 1986. Gross national income per capita was $1, 270 in 2011.

Dang Le Nguyen Vu, founder and owner of Trung Nguyen, which works about 60 cafes in the united states, isn't threatened by his newest competition. He said Starbucks is not worthy of worrying about as it generally does not sell coffee. Folks who go into a Starbucks may choose to show that they are modern and stylish and a coffee lover is going to them instead.

Vu said Trung Nguyen, which exports caffeine to about 60 countries, will grow to at least 200 shops in two years. Highlands Coffee stores, with overhead music and Wi-Fi Internet, are located in primary retail and landmark locations in Vietnam's major cities.

Culver said Starbucks will price its products in a premium position that is competitive. Regarding to Sara Senatore, a New York-based analyst at Sanford C. Bernstein & Co, prices may be less than the U. S. because of low income and operating costs.

Senatore further added that Starbucks doesn't remain competitive directly with the neighborhood coffee shops, just the same way that McDonald's or KFC doesn't remain competitive directly with the local fast-food sellers. And there's a premium that people are willing to purchase a clean environment, for regular products and good service.

Thuan Pham, a commercial air line pilot and a Vietnamese-American who now lives in Ho Chi Minh City who will go patronizes BEANS & Tea Leaf in Hanoi desires to be always a consistent Starbucks visitor and said he'll be amazed if Starbucks doesn't flourish in Vietnam.

Pham added that the cool factor is essential and it's important for teenagers to be observed at these places and is also not about the espresso.

A first-time customer, Nguyen Ngoc Tram, 17 told Tuoitrenews that as this is actually the first time she tasted a US espresso brand name, she was very wanting to buy her first Starbucks glass and was prepared to queue for more than thirty minutes to have the ability to sip her Vietnamese Starbucks espresso. An hour after the official beginning hour, the long series before the store still continued to be, as there have been more people like Tram coming to become one of the first to tastes Starbucks in Vietnam.

Most of some other clients are young, and those who've already experienced Starbucks in america and other Parts of asia. They said they came up to see if there is any difference between Starbucks Vietnam and in other nations.

One local espresso store owner, Nguyen Phi whose shop is located in the chaotic traffic in the roundabout just west of the New World Hotel and of Phi's most recent neighbour and rival, Starbucks commented that they don't operate on the same battlefield and participate in two different businesses.

Le Suan, one of Phi's customers, agrees that while he now lives in the United States, he grew up in Vietnam and defaults to local espresso joints when he results to his home country for a visit. He further explained that people in Vietnam drink their coffee very strong and Starbucks coffee is very light.

Coffee is not merely caffeine but more a way of life in Vietnam. While it's consumed as a morning pick-me-up in parts of the, the burkha, it's a communal activity that occurs during the day here. Location options, starting from mobile coffee carts to locally-owned cafes to big-but-still-local names like Trung Nguyen, are pretty much unlimited. All of those other world in addition has caught on to the great flavour of the Vietnamese coffee bean and the united states is now one of the very best coffee exporters on the planet.

John Culver, chief executive of Starbucks China and Asia Pacific, says AsiaLIFE that Starbucks is deeply respectful of Vietnam's long and distinctive local coffee culture plus they know caffeine is a nationwide pride for most Vietnamese and therefore, Starbucks look forward to adding and growing Vietnam's already attractive coffee industry.

The company also pledges to promote responsible business techniques and production requirements with caffeine farming neighborhoods. While this is reassuring for some, others remain concerned, especially those who've result from areas where large espresso chains have forced smaller procedures out of business. One commenter even quipped that Starbucks is the new conflict face of America.

So who's Starbucks' targeted customer in Vietnam? Who are the patrons who would be willing to wait in long lines to the high, grande or venti cup at a cost greatly more than what they can get on the street? It would be tourists and guests of the New World Hotel and young Vietnamese, who are seeking to try out this internationally-known brand and perhaps to make an impression others with it, who would also likely to be there as well.

A customer, Nguyen Phuong said many in Vietnam know of Starbucks and want to be trendy. She and her good friend Nguyen Nga are already area of the Starbucks in-crowd because of jobs that often take them beyond your country. On those trips, they are simply regular Starbucks customers who go not for a typical cup of coffee but also for the specialty refreshments.

Phuong added that Starbucks has so many things like Cappuccino that other local espresso stores don't have. And both Phuong and Nga love the tastes of Starbucks and allow the purchase price.

The key to all coffee vendors making it through in Ho Chi Minh City may come down to menu offerings. Joints like Starbucks and BEANS and Tea Leaf be successful at higher-priced area of expertise drinks, while caffeine carts focus on their classic offerings at extremely low prices. The facial skin of the country's coffee culture is changing but back again at the occupied roundabout, where Cach Mang Thang Tam, Nguyen Trai, and Ly Tu Trong pavements meet, one of the neighborhood coffee store, Nguyen Phi does not have any intention of changing his business plan. He'll keep doing what he does indeed best and his customers could keep arriving as well.

John Culver, leader of the company's China and Asia Pacific region, said in a phone interview that Starbucks will grow aggressively in Vietnam and there will be a huge selection of stores for Starbucks though he didn't give a timeframe for the expansion.

Dang Le Nguyen Vu, creator and owner of Trung Nguyen said he's prepared to compete against Starbucks with a plan he's developed over the past three years.

His latest cafes in Vietnam are actually similar to Starbucks, with large armchairs, modern-day music and a menu offering coffee refreshments, smoothies and snacks. Some stores even feature shelves lined with literature that customers should browse including literature that motivate and encourage young Vietnamese customers.

Vu further added that Starbucks no more has the personality it possessed when it first began and this its regime will soon end and can soon be replaced.

Well, it offers occurred - Starbucks has finally exposed shop in the caffeine capital of Asia! There are questions concerning how Starbucks will endure in the strong coffee culture of Vietnam. How it will contend with the long position Trung Nguyen Coffee or Highlands Coffee and if it will hurt local caffeine outlets or if people will continue steadily to frequent roadside coffee stands. And these are questions that will be answered only as time passes.

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