International Journal of Multidisciplinary Education and Research

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.
Pages : 44-48 | 363 Views | 138 Downloads