International Journal of Multidisciplinary Education and Research

International Journal of Multidisciplinary Education and Research


International Journal of Multidisciplinary Education and Research
Vol. 5, Issue 3 (2020)

Analysis of Starbucks’ entry strategy into Vietnam market


Nguyen Hoang Tien, Rewel Jiminez Santural Jose, Nguyen Phuong Mai, Bui Van Thoi, Than Van Hai

Starbucks is one of the international F&B groups to enter the Vietnamese market at the latest while other competitors have been present and successfully doing business in this market. This article re-analyzes a new and cautious market penetration strategy like Vietnam in recent years and tries to answer whether such a slow and reliable strategy will ensure great success for Starbucks in the future.
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