Starbucks moves ahead with plan to open more shops in Vietnam While analysts believe that Starbucks has bogged down in Patricia Marques, CEO of Starbucks Vietnam, has affirmed that the US coffee chain still has been developing well in Vietnam and that it is moving ahead with the plan to open more and more shops here. She also revealed that Vietnamese may see the Starbucks logo in another city next year. The “another city” that the CEO mentioned, according to analysts, is However, she said that the Vietnamese market is stiffly competitive, therefore, Starbucks, with the medium and long term investment vision, is seeking a cautious development strategy to ensure the success in the long term. Starbucks joined the Vietnamese market by the opening of the first shop in The opening of the first Starbucks’ café was a big event earlier this year, when people had to queue up to buy the cups of coffee. The second café, opened six months later, has been poorly patronized. This is the reason why analysts think that Starbucks would not be able to cement its firm position in Vu Tuan Anh, Director of the Vietnam Management Institute, in an article published on Tri Thuc Tre, wrote that Starbucks has got disillusioned when meeting too many difficulties in Starbucks’ CEO Schultz, when answering Wall Street Journal in The second café could not attract many visitors right on the inauguration day. Meanwhile, the news about the opening of the third shop only appeared on some local newspapers. Anh commented that Starbucks may feel “lonely” in the Vietnamese market, because it can only attract foreigners and Viet Kieu. Meanwhile, middle income earners and students, the main customers it targets, still turn their back to Starbucks. Regarding the second shop, the CEO of Starbucks She explained that every shop targets a certain group of customers; therefore, it is decorated in a specific way and has its specific atmosphere. There could be the shops for family union, for businessmen, office workers, or the shops for young customers. The second shop on Starbucks still organizes training courses on every Monday to show customers the way to enjoy coffee. Mai Chi, |
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