Starbucks Coffee Group maintains its position as the largest coffee shop

chain in the world thanks to new strategies capable of optimizing all business
strengths and overcoming weaknesses. This paper will analyze the opportunities
and threats related to this business in Vietnam market at the present time.

Starbucks Coffee brand operates in many fields, especially in the chain of

coffee shop chains. However, due to the impact of the Covid-19 epidemic there are
many difficulties but with the intervention of the Vietnamese government. creating
many opportunities for this company.

In recent years, Starbucks has the opportunity to expand in Vietnam

because of policies to increase international trade and they have the opportunity to
start investing in Vietnam thanks to preferential policies, supporting businesses
from the government. In fact, the Government issued Resolution No. 13 / NQ-CP
on May 10, 2012 on a number of solutions to remove difficulties for production
and business, supporting the market. Restructuring of state-owned corporations
and enterprises so that manufacturing enterprises can compete, have advanced
technology, have skilled workers - this is the long-term solution that the State is
particularly important. center. Influence of Covid-19, the Vietnamese government
is tightening food hygiene and safety to ensure the health of consumers. Therefore,
Starbucks needs to prove its safety in importing and processing coffee, it is
necessary to regularly check the quality of raw materials before selling to
customers. In addition, the fact that Coronavirus broke out in Hanoi capital from
the beginning of 2020 led to difficulties in production and business activities in the
city. Facing this situation, the Tax Department of Hanoi City is implementing
measures of tax exemption, reduction and extension to timely support businesses,
especially businesses that are trading in food and beverage such as Starbuck. The
company should take this opportunity to confirm the stability of the business while
still creating jobs for Vietnamese workers.

For economy, Vietnam is a developing country, its large population and

high economic growth have allowed Starbucks to expand its market, expand
operations and make high profits, while reducing competitive pressure with rival
companies. For Starbuck, Vietnam is in the period of golden population structure
with the proportion of the population aged 15 to 64 accounting for 68% of the total
population. Young Vietnamese are open-minded people who always want to
receive and observe new things. This is a great opportunity for Starbuck and they
need to target their customers and develop products to succeed in Vietnam. For
example, when economic growth is high, people's income will grow from low to
high, there will be more rich people and they will buy more products. However,
Starbucks must note that the rental price in Vietnam is very high so they need to
caculate carefully when deciding to invest in the Vietnamese market.
Today, Vietnamese coffee drinking habits are very different from other
Starbucks markets. Vietnamese people like the strong taste of coffee and often
drink coffee with condensed milk. It is difficult to change this habit. Besides,
Vietnam also has many small cafes everywhere and other domestic coffee brands
closer to Vietnamese like Trung Nguyen, Highland Coffee, .... Those are direct
competitors with Starbucks. Moreover, Ice tea on the sidewalk in Vietnam has
become an indispensable thing for everyone. We can easily catch office workers
sitting there after breakfast or lunch, or circling Hoan Kiem lake and seeing
countless sidewalk iced tea with countless types of people sitting there drinking
tea and chatting. This has been ingrained in the minds of the Vietnamese people
and this will become a big chase for Starbuck upon entering Vietnam. It's hard to
make everyone choose something new and different instead of what has been there
forever. This will be a great opportunity for Starbuck to be able to research and
market with a combination of coffee and condensed milk that attracts the habits of
Vietnamese customers, suitable for price, creating. Convenience drinks with
Starbucks brand. Contrary to these opportunities, expensive business premises are
a major obstacle for Starbucks. Starbucks locations selected for business are
downtown areas or in major shopping centers. These places are good for business
but the rent is very high and it is difficult to rent because of the great competitive
demand. This also affects Starbucks' market development plan.

By proving innovation under 4.0 technology, Starbuck has come up with

inventions that create significant benefits. Instead of paying directly at the store,
Starbuck has applied online shopping which has become a trend in Vietnam.
Today, everything can be purchased online, and the same thing happens with
Starbuck. Prudent buying online is easy and convenient, and this will definitely
stimulate your buying needs. Currently, the COVID-19 epidemic is widespread,
many shops are closed and this has an adverse effect on the economy. Starbuck
Vietnam is similarly impacted, but looking on the bright side, this increases online
purchases, although it's not as good as usual. But after all this, maybe people will
get used to buying things online, especially when Covid-19 broke out, the best
way to ensure everyone's health is that they should not go out and practice. in the
middle of the crowd. This is a safe and useful solution. Another disadvantage for
this company is the popularity of the coffee machine. Due to the effects of the
covid-19 epidemic, the Vietnamese government issued a policy restricting travel
and gathering in crowded places. Currently many offices and workplaces have
automatic coffee machines because they are fast, save time as well as money and
drinkers can adjust to suit the taste of consumers. Another issue of concern is that
Pollution is an unresolved issue for both citizens and the government. However,
Vietnamese people are increasingly aware of their surroundings. Because of this
concern, Starbucks had the opportunity to use non-plastic cups and straws,
creating the surrounding Green Café. Overall, it has invested significantly in
environmental and social responsibility.