Highlands Coffee has 336 outlets and The Coffee House has over 150. This will become a weakness when the company expands to other countries including Vietnam. 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. The middle class is growing in Vietnam, and the market for specialty coffee and tea shops in Vietnam is worth more than $1 billion, according to Euromonitor International. In Vietnam, the five biggest coffee chains account for 15.3 per cent of the market share, of which, Highlands Coffee holds 7.2 per cent, while Starbucks, the second in revenue according to Euromonitor, has less than 3 per cent, showing that foreign players are losing to Vietnamese chains. Another problem the company has to deal with is that the main market of Starbucks is the U. S. A with over 2/3 of its stores located there. Starbucks is slowly and steadily building its presence in Vietnam, but it is struggling to win over the market. Talking to the Wall Street Journal in Bangkok, Thailand, Schultz CEO of Starbucks said revenue at stores this exceeded expectations, but he did not give … The purpose of this paper is to examine the challenges that Starbucks is facing in the Vietnam market, learn the company's strategies to overcome difficulty, and analyze factors that influence the company's … It is predictable that Starbucks stores and services in Vietnam may not be invested as much as in … Meanwhile, Starbucks is second in revenue thanks to opening new stores that pushed its market share to nearly 3 per cent. - They supported, analyze and make the decision where would be … The country’s coffee industry is expected to grow strongly over the forecast period, as the population continues to expand at a rate of about one million people a year. Starbucks and problems in Positioning Strategy at Vietnam market February, Starbucks officially entered the Vietnam market, at the New World Hotel, Ho Chi Minh City. “Vietnam is one of the most dynamic and exciting markets in the world and we are proud to add Vietnam as the 12th market across the China and Asia Pacific region,” said John Culver, president, Starbucks China and Asia Pacific. Vietnam is the world’s second largest producer and exporter of coffee. The market for specialty coffee and tea shops in Vietnam is worth more than $1 billion. “Starbucks is deeply respectful of Vietnam’s long and distinctive local coffee culture. Previously, data from Vietnam Industry Research and Consultancy (VIRAC) showed that Starbucks Vietnam's revenue in 2018 was VND593 billion ($25.78 million), equal to about one-third of … Vietnam Coffee Market is witnessing a CAGR 8.07% during the forecast period (2020-2025). Vietnam Coffee Chain Market describes an in-depth evaluation and professional study on the present and future state of the Vietnam Coffee Chain market across the globe, including valuable facts and figures.Vietnam Coffee Chain Market provides information regarding the emerging opportunities in the market & the market … Starbucks is struggling in a coffee market that worth more than $5.9 billion (USDA Foreign Agricultural Service, 2019). Although Starbucks, the only foreign brand in Vietnam’s top five coffee chains, has been established in the country for seven years, the number of outlets in four localities (60) remains small compared to main competitors. Starbucks approach the market by the third party Sturbucks intelligently have associated to Hong Kong-based Maxim’s Group, the company understand deeply the Vietnam real estate market inside through a long time working here.