{"id":1334,"date":"2023-05-25T02:33:25","date_gmt":"2023-05-25T02:33:25","guid":{"rendered":"https:\/\/dev.vtcnetviet.com\/?p=1334"},"modified":"2023-06-06T04:03:01","modified_gmt":"2023-06-06T04:03:01","slug":"chien-luoc-marketing-cua-starbucks","status":"publish","type":"post","link":"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/","title":{"rendered":"Chi\u1ebfn L\u01b0\u1ee3c Marketing C\u1ee7a Starbucks Th\u00e0nh C\u00f4ng T\u1eeb \u0110\u00e2u?"},"content":{"rendered":"\r\n<p>Starbucks l\u00e0 m\u1ed9t trong nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng v\u00e0 th\u00e0nh c\u00f4ng nh\u1ea5t th\u1ebf gi\u1edbi trong l\u0129nh v\u1ef1c c\u00e0 ph\u00ea v\u00e0 th\u1ee9c u\u1ed1ng. Tuy nhi\u00ean, s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a Starbucks kh\u00f4ng ch\u1ec9 \u0111\u1ebfn t\u1eeb ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n b\u1edfi chi\u1ebfn l\u01b0\u1ee3c marketing r\u1ea5t tinh t\u1ebf v\u00e0 \u0111\u1eb7c bi\u1ec7t c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u n\u00e0y. Trong b\u00e0i vi\u1ebft n\u00e0y, ch\u00fang ta s\u1ebd t\u00ecm hi\u1ec3u chi ti\u1ebft v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c marketing 7P c\u1ee7a Starbucks, c\u00e1c chi\u1ebfn d\u1ecbch marketing th\u00e0nh c\u00f4ng c\u1ee7a h\u1ecd, c\u0169ng nh\u01b0 b\u00e0i h\u1ecdc marketing m\u00e0 c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 h\u1ecdc h\u1ecfi t\u1eeb Starbucks \u0111\u1ec3 ph\u00e1t tri\u1ec3n v\u00e0 t\u0103ng c\u01b0\u1eddng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh.<\/p>\r\n\r\n\r\n\r\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_69_1 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >M\u1ee5c L\u1ee5c<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Tong_quan_ve_thuong_hieu_Starbucks\" title=\"T\u1ed5ng quan v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u Starbucks\">T\u1ed5ng quan v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u Starbucks<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Hanh_trinh_phat_trien_cua_thuong_hieu_Starbucks\" title=\"H\u00e0nh tr\u00ecnh ph\u00e1t tri\u1ec3n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u Starbucks\">H\u00e0nh tr\u00ecnh ph\u00e1t tri\u1ec3n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u Starbucks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Ten_thuong_hieu\" title=\"T\u00ean th\u01b0\u01a1ng hi\u1ec7u\">T\u00ean th\u01b0\u01a1ng hi\u1ec7u<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Y_nghia_logo\" title=\"\u00dd ngh\u0129a logo\">\u00dd ngh\u0129a logo<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Slogan\" title=\"Slogan\">Slogan<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Am_nhac_dac_trung\" title=\"\u00c2m nh\u1ea1c \u0111\u1eb7c tr\u01b0ng\">\u00c2m nh\u1ea1c \u0111\u1eb7c tr\u01b0ng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#San_pham\" title=\"S\u1ea3n ph\u1ea9m\">S\u1ea3n ph\u1ea9m<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Tam_nhin_va_gia_tri_cot_loi\" title=\"T\u1ea7m nh\u00ecn v\u00e0 gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i\">T\u1ea7m nh\u00ecn v\u00e0 gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Chien_luoc_mo_rong_thi_truong\" title=\"Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng\">Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Trach_nhiem_xa_hoi\" title=\"Tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i\">Tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Anh_huong_den_nganh_cong_nghiep_ca_phe\" title=\"\u1ea2nh h\u01b0\u1edfng \u0111\u1ebfn ng\u00e0nh c\u00f4ng nghi\u1ec7p c\u00e0 ph\u00ea\">\u1ea2nh h\u01b0\u1edfng \u0111\u1ebfn ng\u00e0nh c\u00f4ng nghi\u1ec7p c\u00e0 ph\u00ea<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Phan_tich_chi_tiet_chien_luoc_marketing_7P_cua_Starbucks\" title=\"Ph\u00e2n t\u00edch chi ti\u1ebft chi\u1ebfn l\u01b0\u1ee3c marketing 7P c\u1ee7a Starbucks\">Ph\u00e2n t\u00edch chi ti\u1ebft chi\u1ebfn l\u01b0\u1ee3c marketing 7P c\u1ee7a Starbucks<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Chien_luoc_san_pham_cua_Starbucks_Product\" title=\"Chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m c\u1ee7a Starbucks (Product)\">Chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m c\u1ee7a Starbucks (Product)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Chien_luoc_Marketing_cua_Starbucks_ve_gia_Price\" title=\"Chi\u1ebfn l\u01b0\u1ee3c Marketing c\u1ee7a Starbucks v\u1ec1 gi\u00e1 (Price)\">Chi\u1ebfn l\u01b0\u1ee3c Marketing c\u1ee7a Starbucks v\u1ec1 gi\u00e1 (Price)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Chien_luoc_phan_phoi_cua_Starbucks_Place\" title=\"Chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n ph\u1ed1i c\u1ee7a Starbucks (Place)\">Chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n ph\u1ed1i c\u1ee7a Starbucks (Place)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Chien_luoc_quang_cao_hon_hop_cua_Starbucks_Promotion\" title=\"Chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3ng c\u00e1o h\u1ed7n h\u1ee3p c\u1ee7a Starbucks (Promotion)\">Chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3ng c\u00e1o h\u1ed7n h\u1ee3p c\u1ee7a Starbucks (Promotion)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Chien_luoc_con_nguoi_cua_Starbucks_People\" title=\"Chi\u1ebfn l\u01b0\u1ee3c con ng\u01b0\u1eddi c\u1ee7a Starbucks (People)\">Chi\u1ebfn l\u01b0\u1ee3c con ng\u01b0\u1eddi c\u1ee7a Starbucks (People)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Chien_luoc_quy_trinh_cua_Starbucks_Process\" title=\"Chi\u1ebfn l\u01b0\u1ee3c quy tr\u00ecnh c\u1ee7a Starbucks (Process)\">Chi\u1ebfn l\u01b0\u1ee3c quy tr\u00ecnh c\u1ee7a Starbucks (Process)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Chien_luoc_co_so_vat_chat_cua_Starbucks_Physical_Evidence\" title=\"Chi\u1ebfn l\u01b0\u1ee3c c\u01a1 s\u1edf v\u1eadt ch\u1ea5t c\u1ee7a Starbucks (Physical Evidence)\">Chi\u1ebfn l\u01b0\u1ee3c c\u01a1 s\u1edf v\u1eadt ch\u1ea5t c\u1ee7a Starbucks (Physical Evidence)<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Cac_chien_dich_marketing_thanh_cong_cua_Starbucks\" title=\"C\u00e1c chi\u1ebfn d\u1ecbch marketing th\u00e0nh c\u00f4ng c\u1ee7a Starbucks\">C\u00e1c chi\u1ebfn d\u1ecbch marketing th\u00e0nh c\u00f4ng c\u1ee7a Starbucks<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Chien_dich_%E2%80%9CRace_Together%E2%80%9D\" title=\"Chi\u1ebfn d\u1ecbch &#8220;Race Together&#8221;\">Chi\u1ebfn d\u1ecbch &#8220;Race Together&#8221;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Chien_dich_%E2%80%9CStarbucks_for_Life%E2%80%9D\" title=\"Chi\u1ebfn d\u1ecbch &#8220;Starbucks for Life&#8221;\">Chi\u1ebfn d\u1ecbch &#8220;Starbucks for Life&#8221;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Chien_dich_%E2%80%9CMeet_me_at_Starbucks%E2%80%9D\" title=\"Chi\u1ebfn d\u1ecbch &#8220;Meet me at Starbucks&#8221;\">Chi\u1ebfn d\u1ecbch &#8220;Meet me at Starbucks&#8221;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Chien_dich_%E2%80%9CFrappuccino_Happy_Hour%E2%80%9D\" title=\"Chi\u1ebfn d\u1ecbch &#8220;Frappuccino Happy Hour&#8221;\">Chi\u1ebfn d\u1ecbch &#8220;Frappuccino Happy Hour&#8221;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Chien_dich_%E2%80%9CStarbucks_Mobile_Order_Pay%E2%80%9D\" title=\"Chi\u1ebfn d\u1ecbch &#8220;Starbucks Mobile Order &amp; Pay&#8221;\">Chi\u1ebfn d\u1ecbch &#8220;Starbucks Mobile Order &amp; Pay&#8221;<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Chien_luoc_marketing_cua_Starbucks_tai_Viet_Nam\" title=\"Chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a Starbucks t\u1ea1i Vi\u1ec7t Nam\">Chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a Starbucks t\u1ea1i Vi\u1ec7t Nam<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Bai_hoc_Marketing_tu_thanh_cong_cua_Starbucks\" title=\"B\u00e0i h\u1ecdc Marketing t\u1eeb th\u00e0nh c\u00f4ng c\u1ee7a Starbucks\">B\u00e0i h\u1ecdc Marketing t\u1eeb th\u00e0nh c\u00f4ng c\u1ee7a Starbucks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/#Ket\" title=\"K\u1ebft\">K\u1ebft<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Tong_quan_ve_thuong_hieu_Starbucks\"><\/span><strong>T\u1ed5ng quan v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u Starbucks<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Hanh_trinh_phat_trien_cua_thuong_hieu_Starbucks\"><\/span><strong>H\u00e0nh tr\u00ecnh ph\u00e1t tri\u1ec3n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u Starbucks<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>Starbucks \u0111\u01b0\u1ee3c th\u00e0nh l\u1eadp v\u00e0o n\u0103m 1971 \u1edf Seattle, M\u1ef9 b\u1edfi Jerry Baldwin, Zev Siegl v\u00e0 Gordon Bowker. Ban \u0111\u1ea7u, Starbucks ch\u1ec9 l\u00e0 m\u1ed9t c\u1eeda h\u00e0ng b\u00e1n c\u00e0 ph\u00ea rang xay v\u00e0 thi\u1ebft b\u1ecb pha c\u00e0 ph\u00ea. Tuy nhi\u00ean, sau khi \u0111\u01b0\u1ee3c Howard Schultz mua l\u1ea1i v\u00e0o n\u0103m 1987, Starbucks \u0111\u00e3 ph\u00e1t tri\u1ec3n th\u00e0nh m\u1ed9t chu\u1ed7i c\u1eeda h\u00e0ng c\u00e0 ph\u00ea l\u1edbn tr\u00ean to\u00e0n th\u1ebf gi\u1edbi v\u1edbi h\u01a1n 32.000 c\u1eeda h\u00e0ng t\u1ea1i h\u01a1n 80 qu\u1ed1c gia.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ten_thuong_hieu\"><\/span><strong>T\u00ean th\u01b0\u01a1ng hi\u1ec7u<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>T\u00ean Starbucks \u0111\u01b0\u1ee3c l\u1ea5y t\u1eeb t\u00ean m\u1ed9t nh\u00e2n v\u1eadt trong ti\u1ec3u thuy\u1ebft &#8220;Moby-Dick&#8221; c\u1ee7a t\u00e1c gi\u1ea3 Herman Melville. Nh\u00e2n v\u1eadt \u0111\u00f3 l\u00e0 Starbuck, thuy\u1ec1n tr\u01b0\u1edfng c\u1ee7a t\u00e0u Pequod.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Y_nghia_logo\"><\/span><strong>\u00dd ngh\u0129a logo<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>Logo c\u1ee7a Starbucks \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf v\u1edbi h\u00ecnh \u1ea3nh m\u1ed9t ng\u01b0 d\u00e2n tr\u00ean t\u00e0u bu\u1ed3m, \u00f4ng ta c\u1ea7m m\u1ed9t c\u00e1nh bu\u1ed3m v\u00e0 \u0111ang ng\u01b0\u1edbc nh\u00ecn v\u1ec1 ph\u00eda tr\u01b0\u1edbc. \u0110i\u1ec1u \u0111\u1eb7c bi\u1ec7t l\u00e0 tr\u00ean \u0111\u1ea7u \u00f4ng ta c\u00f3 m\u1ed9t ng\u00f4i sao. \u00dd ngh\u0129a c\u1ee7a logo n\u00e0y l\u00e0 k\u1ebft n\u1ed1i \u0111\u1ebfn ngu\u1ed3n g\u1ed1c c\u1ee7a t\u00ean th\u01b0\u01a1ng hi\u1ec7u Starbucks &#8211; nh\u00e2n v\u1eadt Starbuck trong ti\u1ec3u thuy\u1ebft Moby-Dick.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Slogan\"><\/span><strong>Slogan<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>Slogan hi\u1ec7n t\u1ea1i c\u1ee7a Starbucks l\u00e0 &#8220;Inspiring and nurturing the human spirit \u2013 one person, one cup and one neighborhood at a time&#8221; (Truy\u1ec1n c\u1ea3m h\u1ee9ng v\u00e0 nu\u00f4i d\u01b0\u1ee1ng tinh th\u1ea7n con ng\u01b0\u1eddi &#8211; m\u1ed9t ng\u01b0\u1eddi, m\u1ed9t ly v\u00e0 m\u1ed9t khu ph\u1ed1 m\u1ed7i l\u1ea7n).<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Am_nhac_dac_trung\"><\/span><strong>\u00c2m nh\u1ea1c \u0111\u1eb7c tr\u01b0ng<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>\u00c2m nh\u1ea1c \u0111\u01b0\u1ee3c ph\u00e1t trong c\u00e1c c\u1eeda h\u00e0ng Starbucks c\u00f3 \u0111\u1eb7c tr\u01b0ng l\u00e0 nh\u1eefng b\u1ea3n nh\u1ea1c nh\u1eb9 nh\u00e0ng, s\u00e2u l\u1eafng, c\u00f3 ph\u1ea7n d\u1ec5 nghe v\u00e0 th\u01b0 gi\u00e3n. C\u00e1c b\u00e0i h\u00e1t th\u01b0\u1eddng \u0111\u01b0\u1ee3c ch\u1ecdn l\u1ef1a t\u1eeb c\u00e1c th\u1ec3 lo\u1ea1i nh\u01b0 Jazz, Acoustic, Pop&#8230; nh\u1eb1m t\u1ea1o ra m\u1ed9t kh\u00f4ng gian tho\u1ea3i m\u00e1i v\u00e0 \u0111\u1eb9p m\u1eaft \u0111\u1ec3 kh\u00e1ch h\u00e0ng th\u01b0\u1edfng th\u1ee9c c\u00e0 ph\u00ea.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"San_pham\"><\/span><strong>S\u1ea3n ph\u1ea9m<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>Starbucks n\u1ed5i ti\u1ebfng v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m c\u00e0 ph\u00ea ch\u1ea5t l\u01b0\u1ee3ng cao, t\u1eeb c\u00e0 ph\u00ea \u0111en \u0111\u01a1n gi\u1ea3n \u0111\u1ebfn c\u00e1c lo\u1ea1i \u0111\u1ed3 u\u1ed1ng ph\u1ee9c t\u1ea1p nh\u01b0 latte, cappuccino, frappuccino, v\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u1ed3 \u0103n nh\u1eb9 nh\u01b0 b\u00e1nh m\u00ec, b\u00e1nh ng\u1ecdt, muffin&#8230;<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter\"><img decoding=\"async\" class=\"wp-image-4359\" title=\"Chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a Starbucks \" src=\"https:\/\/vtcnetviet.com\/wp-content\/uploads\/2023\/04\/chien-luoc-marketing-cua-starbucks-nhu-the-nao.jpg\" alt=\"Chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a Starbucks \" \/><\/figure><\/div>\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Tam_nhin_va_gia_tri_cot_loi\"><\/span><strong>T\u1ea7m nh\u00ecn v\u00e0 gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>T\u1ea7m nh\u00ecn c\u1ee7a Starbucks l\u00e0 tr\u1edf th\u00e0nh m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00e0 ph\u00ea h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi. Gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a Starbucks l\u00e0 t\u00f4n tr\u1ecdng con ng\u01b0\u1eddi, cam k\u1ebft v\u1edbi ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5, \u0111\u00f3ng g\u00f3p t\u00edch c\u1ef1c cho c\u1ed9ng \u0111\u1ed3ng v\u00e0 m\u00f4i tr\u01b0\u1eddng.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Chien_luoc_mo_rong_thi_truong\"><\/span><strong>Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>Starbucks \u0111\u00e3 th\u1ef1c hi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng kh\u1eafp th\u1ebf gi\u1edbi v\u00e0 t\u00ecm ki\u1ebfm c\u01a1 h\u1ed9i \u0111\u1ea7u t\u01b0 v\u00e0 h\u1ee3p t\u00e1c v\u1edbi c\u00e1c \u0111\u1ed1i t\u00e1c \u0111\u1ecba ph\u01b0\u01a1ng. Tuy nhi\u00ean, vi\u1ec7c m\u1edf r\u1ed9ng qu\u00e1 nhanh \u0111\u00e3 g\u00e2y ra m\u1ed9t s\u1ed1 th\u00e1ch th\u1ee9c cho Starbucks, v\u00ed d\u1ee5 nh\u01b0 vi\u1ec7c duy tr\u00ec ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u khi m\u1edf r\u1ed9ng tr\u00ean quy m\u00f4 l\u1edbn.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Trach_nhiem_xa_hoi\"><\/span><strong>Tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>Starbucks \u0111\u00f3ng g\u00f3p t\u00edch c\u1ef1c cho c\u1ed9ng \u0111\u1ed3ng b\u1eb1ng vi\u1ec7c th\u1ef1c hi\u1ec7n c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh gi\u00e1o d\u1ee5c, b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng, h\u1ed7 tr\u1ee3 cho c\u00e1c t\u1ed5 ch\u1ee9c t\u1eeb thi\u1ec7n v\u00e0 t\u1ea1o ra c\u01a1 h\u1ed9i vi\u1ec7c l\u00e0m cho c\u1ed9ng \u0111\u1ed3ng.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Anh_huong_den_nganh_cong_nghiep_ca_phe\"><\/span><strong>\u1ea2nh h\u01b0\u1edfng \u0111\u1ebfn ng\u00e0nh c\u00f4ng nghi\u1ec7p c\u00e0 ph\u00ea<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>Starbucks \u0111\u00e3 t\u1ea1o ra m\u1ed9t cu\u1ed9c c\u00e1ch m\u1ea1ng trong ng\u00e0nh c\u00f4ng nghi\u1ec7p c\u00e0 ph\u00ea, th\u00fac \u0111\u1ea9y s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a c\u00e1c chu\u1ed7i c\u1eeda h\u00e0ng c\u00e0 ph\u00ea v\u00e0 thay \u0111\u1ed5i c\u00e1ch th\u1ee9c ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u01b0\u1edfng th\u1ee9c c\u00e0 ph\u00ea tr\u00ean to\u00e0n c\u1ea7u.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Phan_tich_chi_tiet_chien_luoc_marketing_7P_cua_Starbucks\"><\/span><strong>Ph\u00e2n t\u00edch chi ti\u1ebft chi\u1ebfn l\u01b0\u1ee3c marketing 7P c\u1ee7a Starbucks<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Chien_luoc_san_pham_cua_Starbucks_Product\"><\/span><strong>Chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m c\u1ee7a Starbucks (Product)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>Starbucks ch\u00fa tr\u1ecdng v\u00e0o s\u1ea3n ph\u1ea9m c\u00e0 ph\u00ea ch\u1ea5t l\u01b0\u1ee3ng cao v\u00e0 \u0111a d\u1ea1ng, t\u1eeb c\u00e0 ph\u00ea \u0111en \u0111\u01a1n gi\u1ea3n \u0111\u1ebfn c\u00e1c lo\u1ea1i \u0111\u1ed3 u\u1ed1ng ph\u1ee9c t\u1ea1p nh\u01b0 latte, cappuccino, frappuccino. Ngo\u00e0i ra, h\u1ecd c\u0169ng cung c\u1ea5p c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u1ed3 \u0103n nh\u1eb9 nh\u01b0 b\u00e1nh m\u00ec, b\u00e1nh ng\u1ecdt, muffin v\u00e0 \u0111\u1ed3 u\u1ed1ng kh\u00f4ng ch\u1ee9a cafein.<\/p>\r\n\r\n\r\n\r\n<p>Starbucks c\u0169ng th\u01b0\u1eddng xuy\u00ean ra m\u1eaft c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng v\u00e0 gi\u1eef v\u1eefng s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\r\n\r\n\r\n\r\n<p>Chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m c\u1ee7a Starbucks l\u00e0 t\u1ea1o ra c\u00e1c s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng cao, \u0111a d\u1ea1ng v\u00e0 lu\u00f4n c\u1ea3i ti\u1ebfn \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u v\u00e0 s\u1edf th\u00edch c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Chien_luoc_Marketing_cua_Starbucks_ve_gia_Price\"><\/span><strong>Chi\u1ebfn l\u01b0\u1ee3c Marketing c\u1ee7a Starbucks v\u1ec1 gi\u00e1 (Price)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>Starbucks \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 cao h\u01a1n so v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00e0 ph\u00ea kh\u00e1c nh\u01b0ng \u0111i k\u00e8m v\u1edbi \u0111\u00f3 l\u00e0 ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 t\u1ed1t. \u0110i\u1ec1u n\u00e0y gi\u00fap <a href=\"https:\/\/vtcnetviet.com\/thuong-hieu-la-gi\/\" target=\"_blank\" rel=\"noreferrer noopener\">th\u01b0\u01a1ng hi\u1ec7u<\/a> t\u1ea1o ra c\u1ea3m gi\u00e1c sang tr\u1ecdng v\u00e0 \u0111\u1eb3ng c\u1ea5p.<\/p>\r\n\r\n\r\n\r\n<p>Starbucks c\u0169ng \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ed9c \u0111\u00e1o nh\u01b0 gi\u00e1 khuy\u1ebfn m\u00e3i v\u00e0o c\u00e1c d\u1ecbp \u0111\u1eb7c bi\u1ec7t ho\u1eb7c cho c\u00e1c kh\u00e1ch h\u00e0ng th\u00e2n thi\u1ebft.<\/p>\r\n\r\n\r\n\r\n<p>Chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 c\u1ee7a Starbucks nh\u1eb1m \u0111\u1ea3m b\u1ea3o s\u1ef1 c\u00e2n \u0111\u1ed1i gi\u1eefa gi\u00e1 v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m, \u0111\u1ed3ng th\u1eddi t\u1ea1o ra c\u1ea3m gi\u00e1c \u0111\u1eb7c bi\u1ec7t cho kh\u00e1ch h\u00e0ng khi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Chien_luoc_phan_phoi_cua_Starbucks_Place\"><\/span><strong>Chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n ph\u1ed1i c\u1ee7a Starbucks (Place)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>Starbucks s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n ph\u1ed1i th\u00f4ng qua c\u00e1c c\u1eeda h\u00e0ng c\u1ee7a m\u00ecnh tr\u00ean kh\u1eafp th\u1ebf gi\u1edbi, \u0111\u1eb7t \u1edf c\u00e1c v\u1ecb tr\u00ed \u0111\u1eafc \u0111\u1ecba v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng.<\/p>\r\n\r\n\r\n\r\n<p>Starbucks c\u0169ng cung c\u1ea5p d\u1ecbch v\u1ee5 \u0111\u1eb7t h\u00e0ng tr\u1ef1c tuy\u1ebfn v\u00e0 giao h\u00e0ng t\u1eadn n\u01a1i \u0111\u1ec3 thu\u1eadn ti\u1ec7n cho kh\u00e1ch h\u00e0ng.<\/p>\r\n\r\n\r\n\r\n<p>Chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n ph\u1ed1i c\u1ee7a Starbucks \u0111\u1ea3m b\u1ea3o r\u1eb1ng s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd \u0111\u01b0\u1ee3c ti\u1ebfp c\u1eadn \u0111\u1ebfn m\u1ecdi kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch thu\u1eadn ti\u1ec7n v\u00e0 d\u1ec5 d\u00e0ng.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Chien_luoc_quang_cao_hon_hop_cua_Starbucks_Promotion\"><\/span><strong>Chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3ng c\u00e1o h\u1ed7n h\u1ee3p c\u1ee7a Starbucks (Promotion)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>Starbucks s\u1eed d\u1ee5ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3ng c\u00e1o h\u1ed7n h\u1ee3p nh\u01b0 qu\u1ea3ng c\u00e1o tr\u00ean c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng \u0111a d\u1ea1ng, bao g\u1ed3m truy\u1ec1n h\u00ecnh, t\u1ea1p ch\u00ed, v\u00e0 c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i.<\/p>\r\n\r\n\r\n\r\n<p>Starbucks c\u0169ng s\u1eed d\u1ee5ng c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o \u0111\u1eb7c bi\u1ec7t v\u00e0 s\u1ef1 ki\u1ec7n \u0111\u1ec3 t\u0103ng c\u01b0\u1eddng <a href=\"https:\/\/vtcnetviet.com\/bo-nhan-dien-thuong-hieu\/\" target=\"_blank\" rel=\"noreferrer noopener\">nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u<\/a> v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng.<\/p>\r\n\r\n\r\n\r\n<p>Chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3ng c\u00e1o h\u1ed7n h\u1ee3p c\u1ee7a Starbucks l\u00e0 k\u1ebft h\u1ee3p nhi\u1ec1u h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o \u0111\u1ec3 ti\u1ebfp c\u1eadn \u0111\u1ebfn kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 nh\u1ea5t.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Chien_luoc_con_nguoi_cua_Starbucks_People\"><\/span><strong>Chi\u1ebfn l\u01b0\u1ee3c con ng\u01b0\u1eddi c\u1ee7a Starbucks (People)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>Starbucks \u0111\u1eb7c bi\u1ec7t ch\u00fa tr\u1ecdng \u0111\u1ebfn \u0111\u1ed9i ng\u0169 nh\u00e2n vi\u00ean v\u00e0 \u0111\u1ea3m b\u1ea3o r\u1eb1ng h\u1ecd c\u00f3 \u0111\u1ea7y \u0111\u1ee7 k\u1ef9 n\u0103ng v\u00e0 ki\u1ebfn th\u1ee9c v\u1ec1 s\u1ea3n ph\u1ea9m \u0111\u1ec3 cung c\u1ea5p d\u1ecbch v\u1ee5 t\u1ed1t nh\u1ea5t cho kh\u00e1ch h\u00e0ng.<\/p>\r\n\r\n\r\n\r\n<p>Starbucks c\u0169ng t\u1ea1o ra m\u00f4i tr\u01b0\u1eddng l\u00e0m vi\u1ec7c tho\u1ea3i m\u00e1i, \u0111\u1ea7y \u0111\u1ee7 ch\u00ednh s\u00e1ch h\u1ed7 tr\u1ee3 v\u00e0 \u0111\u00e0o t\u1ea1o \u0111\u1ec3 \u0111\u1ed9i ng\u0169 nh\u00e2n vi\u00ean c\u1ee7a h\u1ecd c\u00f3 th\u1ec3 ph\u1ee5c v\u1ee5 kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch t\u1ed1t nh\u1ea5t.<\/p>\r\n\r\n\r\n\r\n<p>Chi\u1ebfn l\u01b0\u1ee3c con ng\u01b0\u1eddi c\u1ee7a Starbucks l\u00e0 \u0111\u1ea3m b\u1ea3o r\u1eb1ng nh\u00e2n vi\u00ean c\u1ee7a h\u1ecd l\u00e0 nh\u1eefng ng\u01b0\u1eddi chuy\u00ean nghi\u1ec7p, t\u1eadn t\u00e2m v\u00e0 c\u00f3 th\u1ec3 \u0111\u00e1p \u1ee9ng m\u1ecdi nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Chien_luoc_quy_trinh_cua_Starbucks_Process\"><\/span><strong>Chi\u1ebfn l\u01b0\u1ee3c quy tr\u00ecnh c\u1ee7a Starbucks (Process)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>Starbucks t\u1ea1o ra quy tr\u00ecnh \u0111\u1eb7c bi\u1ec7t \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c chu\u1ea9n b\u1ecb v\u00e0 ph\u1ee5c v\u1ee5 \u0111\u00fang c\u00e1ch v\u00e0 \u0111\u00fang th\u1eddi \u0111i\u1ec3m.<\/p>\r\n\r\n\r\n\r\n<p>C\u00e1c quy tr\u00ecnh c\u1ee7a Starbucks \u0111\u1ea3m b\u1ea3o t\u00ednh nh\u1ea5t qu\u00e1n c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 \u0111\u1ed9i ng\u0169 nh\u00e2n vi\u00ean c\u00f3 th\u1ec3 cung c\u1ea5p d\u1ecbch v\u1ee5 nhanh ch\u00f3ng v\u00e0 hi\u1ec7u qu\u1ea3 cho kh\u00e1ch h\u00e0ng.<\/p>\r\n\r\n\r\n\r\n<p>Chi\u1ebfn l\u01b0\u1ee3c quy tr\u00ecnh c\u1ee7a Starbucks l\u00e0 \u0111\u1ea3m b\u1ea3o r\u1eb1ng m\u1ecdi kh\u00e1ch h\u00e0ng \u0111\u1ec1u c\u00f3 tr\u1ea3i nghi\u1ec7m t\u1ed1t nh\u1ea5t v\u1ec1 s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Chien_luoc_co_so_vat_chat_cua_Starbucks_Physical_Evidence\"><\/span><strong>Chi\u1ebfn l\u01b0\u1ee3c c\u01a1 s\u1edf v\u1eadt ch\u1ea5t c\u1ee7a Starbucks (Physical Evidence)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>Starbucks t\u1ea1o ra m\u00f4i tr\u01b0\u1eddng sang tr\u1ecdng v\u00e0 \u0111\u1eb3ng c\u1ea5p v\u1edbi c\u01a1 s\u1edf v\u1eadt ch\u1ea5t \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf \u0111\u1eb9p m\u1eaft, hi\u1ec7n \u0111\u1ea1i v\u00e0 \u0111\u1ea7y \u0111\u1ee7 ti\u1ec7n nghi.<\/p>\r\n\r\n\r\n\r\n<p>T\u1eeb kh\u00f4ng gian qu\u00e1n c\u00e0 ph\u00ea \u0111\u1ebfn \u0111\u1ed3 n\u1ed9i th\u1ea5t v\u00e0 trang thi\u1ebft b\u1ecb, Starbucks \u0111\u1ec1u \u0111\u1ea3m b\u1ea3o r\u1eb1ng t\u1ea5t c\u1ea3 c\u00e1c y\u1ebfu t\u1ed1 n\u00e0y \u0111\u1ec1u ph\u00f9 h\u1ee3p v\u1edbi h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd.<\/p>\r\n\r\n\r\n\r\n<p>Chi\u1ebfn l\u01b0\u1ee3c c\u01a1 s\u1edf v\u1eadt ch\u1ea5t c\u1ee7a Starbucks l\u00e0 \u0111\u1ea3m b\u1ea3o r\u1eb1ng m\u1ecdi kh\u00e1ch h\u00e0ng \u0111\u1ec1u c\u00f3 tr\u1ea3i nghi\u1ec7m \u0111\u1eb3ng c\u1ea5p v\u00e0 tho\u1ea3i m\u00e1i khi \u0111\u1ebfn th\u01b0\u1edfng th\u1ee9c s\u1ea3n ph\u1ea9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter\"><img decoding=\"async\" class=\"wp-image-4360\" title=\"5 chi\u1ebfn d\u1ecbch marketing th\u00e0nh c\u00f4ng vang d\u1ed9i c\u1ee7a starbuck\" src=\"https:\/\/vtcnetviet.com\/wp-content\/uploads\/2023\/04\/chien-luoc-marketing-cua-starbucks-1.jpg\" alt=\"5 chi\u1ebfn d\u1ecbch marketing th\u00e0nh c\u00f4ng vang d\u1ed9i c\u1ee7a starbuck\" \/><\/figure><\/div>\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cac_chien_dich_marketing_thanh_cong_cua_Starbucks\"><\/span><strong>C\u00e1c chi\u1ebfn d\u1ecbch marketing th\u00e0nh c\u00f4ng c\u1ee7a Starbucks<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>Starbucks \u0111\u00e3 th\u1ef1c hi\u1ec7n nhi\u1ec1u chi\u1ebfn d\u1ecbch marketing th\u00e0nh c\u00f4ng trong qu\u00e1 kh\u1ee9 v\u00e0 ti\u1ebfp t\u1ee5c th\u1ef1c hi\u1ec7n chi\u1ebfn d\u1ecbch n\u00e0y \u0111\u1ec3 gi\u1eef v\u1eefng v\u1ecb tr\u00ed d\u1eabn \u0111\u1ea7u trong ng\u00e0nh c\u00e0 ph\u00ea. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 chi\u1ebfn d\u1ecbch marketing th\u00e0nh c\u00f4ng c\u1ee7a Starbucks:<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Chien_dich_%E2%80%9CRace_Together%E2%80%9D\"><\/span><strong>Chi\u1ebfn d\u1ecbch &#8220;Race Together&#8221;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>N\u0103m 2015, Starbucks th\u1ef1c hi\u1ec7n chi\u1ebfn d\u1ecbch &#8220;Race Together&#8221; nh\u1eb1m t\u0103ng c\u01b0\u1eddng nh\u1eadn th\u1ee9c v\u1ec1 v\u1ea5n \u0111\u1ec1 ph\u00e2n bi\u1ec7t ch\u1ee7ng t\u1ed9c v\u00e0 khuy\u1ebfn kh\u00edch kh\u00e1ch h\u00e0ng th\u1ea3o lu\u1eadn v\u1ec1 v\u1ea5n \u0111\u1ec1 n\u00e0y. D\u00f9 g\u1eb7p ph\u1ea3n \u1ee9ng ti\u00eau c\u1ef1c t\u1eeb m\u1ed9t s\u1ed1 ng\u01b0\u1eddi, nh\u01b0ng chi\u1ebfn d\u1ecbch n\u00e0y \u0111\u00e3 gi\u00fap th\u01b0\u01a1ng hi\u1ec7u t\u1ea1o \u0111\u01b0\u1ee3c s\u1ef1 ch\u00fa \u00fd v\u00e0 t\u0103ng c\u01b0\u1eddng v\u1ecb th\u1ebf c\u1ee7a m\u00ecnh trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Chien_dich_%E2%80%9CStarbucks_for_Life%E2%80%9D\"><\/span><strong>Chi\u1ebfn d\u1ecbch &#8220;Starbucks for Life&#8221;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>Chi\u1ebfn d\u1ecbch &#8220;Starbucks for Life&#8221; \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n v\u00e0o cu\u1ed1i n\u0103m 2014, khi Starbucks \u0111\u01b0a ra ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i \u0111\u1eb7c bi\u1ec7t cho kh\u00e1ch h\u00e0ng, cho ph\u00e9p h\u1ecd nh\u1eadn \u0111\u01b0\u1ee3c gi\u1ea3i th\u01b0\u1edfng l\u00e0 t\u00e1ch c\u00e0 ph\u00ea mi\u1ec5n ph\u00ed trong su\u1ed1t 30 n\u0103m. Chi\u1ebfn d\u1ecbch n\u00e0y \u0111\u00e3 thu h\u00fat \u0111\u01b0\u1ee3c s\u1ef1 quan t\u00e2m v\u00e0 tham gia c\u1ee7a \u0111\u00f4ng \u0111\u1ea3o kh\u00e1ch h\u00e0ng, t\u1ea1o ra s\u1ef1 ch\u00fa \u00fd \u0111\u00e1ng k\u1ec3 cho th\u01b0\u01a1ng hi\u1ec7u.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Chien_dich_%E2%80%9CMeet_me_at_Starbucks%E2%80%9D\"><\/span><strong>Chi\u1ebfn d\u1ecbch &#8220;Meet me at Starbucks&#8221;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>Chi\u1ebfn d\u1ecbch &#8220;Meet me at Starbucks&#8221; \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n v\u00e0o n\u0103m 2014 nh\u1eb1m gi\u1edbi thi\u1ec7u kh\u00f4ng gian qu\u00e1n c\u00e0 ph\u00ea c\u1ee7a Starbucks nh\u01b0 m\u1ed9t \u0111i\u1ec3m \u0111\u1ebfn \u0111\u1eb9p v\u00e0 l\u00fd t\u01b0\u1edfng \u0111\u1ec3 g\u1eb7p g\u1ee1 b\u1ea1n b\u00e8 v\u00e0 ng\u01b0\u1eddi th\u00e2n. Chi\u1ebfn d\u1ecbch n\u00e0y \u0111\u00e3 gi\u00fap t\u0103ng c\u01b0\u1eddng v\u1ecb th\u1ebf c\u1ee7a Starbucks v\u00e0 t\u1ea1o ra s\u1ef1 k\u1ebft n\u1ed1i gi\u1eefa kh\u00e1ch h\u00e0ng v\u00e0 th\u01b0\u01a1ng hi\u1ec7u.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Chien_dich_%E2%80%9CFrappuccino_Happy_Hour%E2%80%9D\"><\/span><strong>Chi\u1ebfn d\u1ecbch &#8220;Frappuccino Happy Hour&#8221;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>Starbucks th\u1ef1c hi\u1ec7n chi\u1ebfn d\u1ecbch &#8220;Frappuccino Happy Hour&#8221; nh\u1eb1m gi\u1ea3m gi\u00e1 s\u1ea3n ph\u1ea9m Frappuccino v\u00e0o m\u00f9a h\u00e8 h\u00e0ng n\u0103m. Chi\u1ebfn d\u1ecbch n\u00e0y \u0111\u00e3 gi\u00fap th\u01b0\u01a1ng hi\u1ec7u t\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng v\u00e0 thu h\u00fat \u0111\u00f4ng \u0111\u1ea3o kh\u00e1ch h\u00e0ng.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Chien_dich_%E2%80%9CStarbucks_Mobile_Order_Pay%E2%80%9D\"><\/span><strong>Chi\u1ebfn d\u1ecbch &#8220;Starbucks Mobile Order &amp; Pay&#8221;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p>Starbucks \u0111\u00e3 ph\u00e1t tri\u1ec3n \u1ee9ng d\u1ee5ng Mobile Order &amp; Pay, cho ph\u00e9p kh\u00e1ch h\u00e0ng \u0111\u1eb7t h\u00e0ng v\u00e0 thanh to\u00e1n tr\u01b0\u1edbc \u0111\u00f3 t\u1eeb \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng c\u1ee7a h\u1ecd. Chi\u1ebfn d\u1ecbch n\u00e0y \u0111\u00e3 gi\u00fap t\u0103ng t\u00ednh ti\u1ec7n l\u1ee3i cho kh\u00e1ch h\u00e0ng v\u00e0 thu h\u00fat \u0111\u00f4ng \u0111\u1ea3o kh\u00e1ch h\u00e0ng tr\u1ebb tu\u1ed5i.<\/p>\r\n\r\n\r\n\r\n<p>Nh\u1eefng chi\u1ebfn d\u1ecbch tr\u00ean \u0111\u00e3 gi\u00fap Starbucks t\u0103ng c\u01b0\u1eddng v\u1ecb th\u1ebf c\u1ee7a m\u00ecnh trong ng\u00e0nh c\u00e0 ph\u00ea v\u00e0 thu h\u00fat \u0111\u00f4ng \u0111\u1ea3o kh\u00e1ch h\u00e0ng. Tuy nhi\u00ean, th\u01b0\u01a1ng hi\u1ec7u Starbucks c\u0169ng \u0111\u00e3 t\u1eebng g\u1eb7p ph\u1ea3i m\u1ed9t s\u1ed1 th\u00e1ch th\u1ee9c v\u00e0 tranh c\u00e3i li\u00ean quan \u0111\u1ebfn c\u00e1c chi\u1ebfn d\u1ecbch marketing c\u1ee7a m\u00ecnh, nh\u01b0 chi\u1ebfn d\u1ecbch &#8220;Race Together&#8221; \u0111\u01b0\u1ee3c \u0111\u1ec1 c\u1eadp \u1edf tr\u00ean. Tuy nhi\u00ean, v\u1edbi s\u1ef1 cam k\u1ebft v\u00e0 s\u00e1ng t\u1ea1o trong chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a m\u00ecnh, Starbucks v\u1eabn l\u00e0 m\u1ed9t trong nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u c\u00e0 ph\u00ea n\u1ed5i ti\u1ebfng v\u00e0 th\u00e0nh c\u00f4ng nh\u1ea5t tr\u00ean th\u1ebf gi\u1edbi.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Chien_luoc_marketing_cua_Starbucks_tai_Viet_Nam\"><\/span><strong>Chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a Starbucks t\u1ea1i Vi\u1ec7t Nam<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p><a href=\"https:\/\/vtcnetviet.com\/chien-luoc-marketing-cua-starbucks\/\">Chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a Starbucks<\/a> t\u1ea1i Vi\u1ec7t Nam c\u00f3 m\u1ed9t s\u1ed1 \u0111\u1eb7c \u0111i\u1ec3m ri\u00eang do ph\u1ea3i ph\u00f9 h\u1ee3p v\u1edbi v\u0103n h\u00f3a v\u00e0 th\u1ecb hi\u1ebfu c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ecba ph\u01b0\u01a1ng. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 \u0111i\u1ec3m n\u1ed5i b\u1eadt c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a Starbucks t\u1ea1i Vi\u1ec7t Nam:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>S\u1ea3n ph\u1ea9m:<\/strong> Starbucks \u1edf Vi\u1ec7t Nam t\u1eadp trung v\u00e0o vi\u1ec7c cung c\u1ea5p c\u00e1c lo\u1ea1i c\u00e0 ph\u00ea v\u00e0 \u0111\u1ed3 u\u1ed1ng mang t\u00ednh \u0111\u1eb7c tr\u01b0ng c\u1ee7a \u0111\u1ecba ph\u01b0\u01a1ng, nh\u01b0 c\u00e0 ph\u00ea s\u1eefa \u0111\u00e1, tr\u00e0 \u0111\u00e0o, tr\u00e0 s\u1eefa&#8230; Tuy nhi\u00ean, Starbucks c\u0169ng kh\u00f4ng qu\u00ean gi\u1edbi thi\u1ec7u c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi v\u00e0 \u0111\u1ed9c \u0111\u00e1o c\u1ee7a m\u00ecnh nh\u01b0 c\u00e1c lo\u1ea1i c\u00e0 ph\u00ea cold brew hay c\u00e1c lo\u1ea1i \u0111\u1ed3 u\u1ed1ng m\u1edbi cho m\u00f9a h\u00e8.<\/li>\r\n\r\n\r\n\r\n<li><strong>Gi\u00e1 c\u1ea3:<\/strong> Starbucks c\u1ed1 g\u1eafng t\u1ea1o ra m\u1ed9t m\u1ee9c gi\u00e1 ph\u00f9 h\u1ee3p v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ecba ph\u01b0\u01a1ng, nh\u01b0ng v\u1eabn gi\u1eef \u0111\u01b0\u1ee3c ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh. Gi\u00e1 c\u1ea3 t\u1ea1i c\u00e1c c\u1eeda h\u00e0ng Starbucks \u1edf Vi\u1ec7t Nam th\u1ea5p h\u01a1n so v\u1edbi c\u00e1c qu\u1ed1c gia ph\u00e1t tri\u1ec3n kh\u00e1c nh\u01b0 M\u1ef9 hay ch\u00e2u \u00c2u.<\/li>\r\n\r\n\r\n\r\n<li><strong>Ph\u00e2n ph\u1ed1i:<\/strong> Starbucks \u1edf Vi\u1ec7t Nam t\u1eadp trung v\u00e0o vi\u1ec7c m\u1edf c\u00e1c c\u1eeda h\u00e0ng t\u1ea1i c\u00e1c \u0111\u1ecba \u0111i\u1ec3m chi\u1ebfn l\u01b0\u1ee3c, nh\u01b0 c\u00e1c khu mua s\u1eafm, trung t\u00e2m th\u01b0\u01a1ng m\u1ea1i, c\u00e1c t\u00f2a nh\u00e0 v\u0103n ph\u00f2ng&#8230; \u0110i\u1ec1u n\u00e0y gi\u00fap Starbucks ti\u1ebfp c\u1eadn v\u1edbi nhi\u1ec1u kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng h\u01a1n.<\/li>\r\n\r\n\r\n\r\n<li><strong>Qu\u1ea3ng c\u00e1o:<\/strong> Starbucks s\u1eed d\u1ee5ng nhi\u1ec1u k\u00eanh qu\u1ea3ng c\u00e1o kh\u00e1c nhau nh\u01b0 truy\u1ec1n th\u00f4ng truy\u1ec1n th\u1ed1ng, qu\u1ea3ng c\u00e1o tr\u1ef1c tuy\u1ebfn v\u00e0 m\u1ea1ng x\u00e3 h\u1ed9i \u0111\u1ec3 qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh. Starbucks c\u0169ng th\u01b0\u1eddng xuy\u00ean t\u1ed5 ch\u1ee9c c\u00e1c s\u1ef1 ki\u1ec7n v\u00e0 ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng.<\/li>\r\n\r\n\r\n\r\n<li><strong>Con ng\u01b0\u1eddi:<\/strong> Nh\u00e2n vi\u00ean c\u1ee7a Starbucks \u1edf Vi\u1ec7t Nam \u0111\u01b0\u1ee3c \u0111\u00e0o t\u1ea1o \u0111\u1ec3 cung c\u1ea5p d\u1ecbch v\u1ee5 t\u1ed1t nh\u1ea5t cho kh\u00e1ch h\u00e0ng. H\u1ecd c\u0169ng \u0111\u01b0\u1ee3c khuy\u1ebfn kh\u00edch \u0111\u1ec3 t\u1ea1o ra m\u1ed9t m\u00f4i tr\u01b0\u1eddng th\u00e2n thi\u1ec7n, chuy\u00ean nghi\u1ec7p v\u00e0 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng.<\/li>\r\n\r\n\r\n\r\n<li><strong>Quy tr\u00ecnh:<\/strong> Starbucks \u1edf Vi\u1ec7t Nam \u0111\u1ea3m b\u1ea3o r\u1eb1ng quy tr\u00ecnh ph\u1ee5c v\u1ee5 c\u1ee7a h\u1ecd \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n \u0111\u1ed3ng nh\u1ea5t v\u00e0 \u0111\u00e1p \u1ee9ng \u0111\u00fang y\u00eau c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng. Quy tr\u00ecnh n\u00e0y gi\u00fap \u0111\u1ea3m b\u1ea3o ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a Starbucks \u0111\u01b0\u1ee3c duy tr\u00ec \u0111\u1ed3ng \u0111\u1ec1u t\u1ea1i t\u1ea5t c\u1ea3 c\u00e1c c\u1eeda h\u00e0ng tr\u00ean<\/li>\r\n\r\n\r\n\r\n<li><strong>C\u01a1 s\u1edf v\u1eadt ch\u1ea5t:<\/strong> Starbucks \u1edf Vi\u1ec7t Nam ch\u00fa tr\u1ecdng v\u00e0o thi\u1ebft k\u1ebf c\u1eeda h\u00e0ng \u0111\u1ec3 t\u1ea1o ra m\u1ed9t kh\u00f4ng gian \u0111\u1eb9p v\u00e0 sang tr\u1ecdng, mang \u0111\u1eadm phong c\u00e1ch hi\u1ec7n \u0111\u1ea1i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. C\u00e1c c\u1eeda h\u00e0ng Starbucks \u1edf Vi\u1ec7t Nam th\u01b0\u1eddng c\u00f3 di\u1ec7n t\u00edch r\u1ed9ng, c\u00f3 kh\u00f4ng gian \u0111\u1ec3 ng\u1ed3i v\u00e0 l\u00e0m vi\u1ec7c, th\u00edch h\u1ee3p cho nhi\u1ec1u \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng kh\u00e1c nhau.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>T\u00f3m l\u1ea1i, chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a Starbucks t\u1ea1i Vi\u1ec7t Nam t\u1eadp trung v\u00e0o vi\u1ec7c \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ecba ph\u01b0\u01a1ng, \u0111\u1ed3ng th\u1eddi gi\u1eef \u0111\u01b0\u1ee3c ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Qua \u0111\u00f3, Starbucks \u0111\u00e3 th\u00e0nh c\u00f4ng trong vi\u1ec7c thu h\u00fat m\u1ed9t l\u01b0\u1ee3ng l\u1edbn kh\u00e1ch h\u00e0ng t\u1ea1i Vi\u1ec7t Nam v\u00e0 m\u1edf r\u1ed9ng m\u1ea1ng l\u01b0\u1edbi c\u1eeda h\u00e0ng c\u1ee7a m\u00ecnh t\u1ea1i c\u00e1c th\u00e0nh ph\u1ed1 l\u1edbn tr\u00ean to\u00e0n qu\u1ed1c.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Bai_hoc_Marketing_tu_thanh_cong_cua_Starbucks\"><\/span><strong>B\u00e0i h\u1ecdc Marketing t\u1eeb th\u00e0nh c\u00f4ng c\u1ee7a Starbucks<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>C\u00f3 r\u1ea5t nhi\u1ec1u b\u00e0i h\u1ecdc marketing m\u00e0 ch\u00fang ta c\u00f3 th\u1ec3 r\u00fat ra t\u1eeb th\u00e0nh c\u00f4ng c\u1ee7a Starbucks, nh\u01b0ng d\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 \u0111i\u1ec3m n\u1ed5i b\u1eadt:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>T\u1ea1o ra tr\u1ea3i nghi\u1ec7m \u0111\u1ed9c \u0111\u00e1o cho kh\u00e1ch h\u00e0ng:<\/strong> Starbucks \u0111\u00e3 th\u00e0nh c\u00f4ng trong vi\u1ec7c t\u1ea1o ra m\u1ed9t tr\u1ea3i nghi\u1ec7m \u0111\u1ed9c \u0111\u00e1o cho kh\u00e1ch h\u00e0ng th\u00f4ng qua kh\u00f4ng gian sang tr\u1ecdng v\u00e0 tho\u1ea3i m\u00e1i c\u00f9ng v\u1edbi ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 tuy\u1ec7t v\u1eddi. \u0110i\u1ec1u n\u00e0y \u0111\u00e3 gi\u00fap th\u01b0\u01a1ng hi\u1ec7u thu h\u00fat \u0111\u01b0\u1ee3c m\u1ed9t l\u01b0\u1ee3ng l\u1edbn kh\u00e1ch h\u00e0ng trung th\u00e0nh v\u00e0 t\u0103ng doanh thu.<\/li>\r\n\r\n\r\n\r\n<li><strong>Kh\u00e1ch h\u00e0ng lu\u00f4n l\u00e0 trung t\u00e2m c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c marketing:<\/strong> Starbucks lu\u00f4n \u0111\u1eb7t kh\u00e1ch h\u00e0ng l\u00ean trung t\u00e2m c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a m\u00ecnh. Th\u01b0\u01a1ng hi\u1ec7u n\u00e0y kh\u00f4ng ch\u1ec9 cung c\u1ea5p cho kh\u00e1ch h\u00e0ng s\u1ea3n ph\u1ea9m t\u1ed1t, m\u00e0 c\u00f2n t\u1ea1o ra m\u1ed9t m\u00f4i tr\u01b0\u1eddng tho\u1ea3i m\u00e1i \u0111\u1ec3 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 th\u01b0 gi\u00e3n v\u00e0 l\u00e0m vi\u1ec7c.<\/li>\r\n\r\n\r\n\r\n<li><strong>T\u1ea1o ra nh\u1eefng gi\u00e1 tr\u1ecb ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng:<\/strong> Starbucks \u0111\u00e3 t\u1ea1o ra nh\u1eefng gi\u00e1 tr\u1ecb ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh, bao g\u1ed3m c\u1ea3 nh\u1eefng kh\u00e1ch h\u00e0ng kh\u00f3 t\u00ednh v\u00e0 th\u00edch s\u1ef1 \u0111a d\u1ea1ng. Th\u01b0\u01a1ng hi\u1ec7u n\u00e0y cung c\u1ea5p nhi\u1ec1u l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m v\u00e0 s\u1ef1 linh ho\u1ea1t trong ph\u1ee5c v\u1ee5 kh\u00e1ch h\u00e0ng.<\/li>\r\n\r\n\r\n\r\n<li><strong>\u0110\u1ea7u t\u01b0 v\u00e0o h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i:<\/strong> Starbucks \u0111\u00e3 \u0111\u1ea7u t\u01b0 v\u00e0o h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i c\u1ee7a m\u00ecnh \u0111\u1ec3 \u0111\u01b0a s\u1ea3n ph\u1ea9m \u0111\u1ebfn g\u1ea7n h\u01a1n v\u1edbi kh\u00e1ch h\u00e0ng. Th\u01b0\u01a1ng hi\u1ec7u n\u00e0y \u0111\u00e3 m\u1edf r\u1ed9ng m\u1ea1ng l\u01b0\u1edbi c\u1eeda h\u00e0ng c\u1ee7a m\u00ecnh t\u1ea1i nhi\u1ec1u \u0111\u1ecba \u0111i\u1ec3m kh\u00e1c nhau, \u0111\u1ea3m b\u1ea3o r\u1eb1ng kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 t\u00ecm th\u1ea5y Starbucks d\u1ec5 d\u00e0ng.<\/li>\r\n\r\n\r\n\r\n<li><strong>\u0110\u1ecbnh h\u01b0\u1edbng \u0111\u00fang \u0111\u1eafn v\u1ec1 branding:<\/strong> Starbucks \u0111\u00e3 <a href=\"https:\/\/vtcnetviet.com\/thuong-hieu-ca-nhan\/\" target=\"_blank\" rel=\"noreferrer noopener\">x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n<\/a> m\u1ea1nh v\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng \u0111\u00fang \u0111\u1eafn v\u1ec1 branding. Th\u01b0\u01a1ng hi\u1ec7u n\u00e0y \u0111\u00e3 t\u1ea1o ra m\u1ed9t t\u00ean tu\u1ed5i l\u1edbn v\u00e0 l\u00e0 m\u1ed9t trong nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c y\u00eau th\u00edch nh\u1ea5t tr\u00ean th\u1ebf gi\u1edbi.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>T\u00f3m l\u1ea1i, b\u00e0i h\u1ecdc marketing t\u1eeb th\u00e0nh c\u00f4ng c\u1ee7a Starbucks ch\u00ednh l\u00e0 vi\u1ec7c \u0111\u1eb7t kh\u00e1ch h\u00e0ng l\u00ean trung t\u00e2m c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c marketing, t\u1ea1o ra gi\u00e1 tr\u1ecb ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng, \u0111\u1ea7u t\u01b0 v\u00e0o h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i v\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng \u0111\u00fang \u0111\u1eafn v\u1ec1 branding.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ket\"><\/span><strong>K\u1ebft<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>T\u1ed5ng k\u1ebft l\u1ea1i, Starbucks \u0111\u00e3 ch\u1ee9ng minh \u0111\u01b0\u1ee3c s\u1ee9c m\u1ea1nh c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c marketing tinh t\u1ebf v\u00e0 \u0111\u1eb7c bi\u1ec7t trong vi\u1ec7c ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh. T\u1eeb vi\u1ec7c cung c\u1ea5p s\u1ea3n ph\u1ea9m \u0111a d\u1ea1ng, \u0111\u00e1p \u1ee9ng nhu c\u1ea7u kh\u00e1ch h\u00e0ng, cho \u0111\u1ebfn vi\u1ec7c t\u1ea1o ra tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng tuy\u1ec7t v\u1eddi, Starbucks lu\u00f4n \u0111\u01b0a ra c\u00e1c gi\u1ea3i ph\u00e1p marketing s\u00e1ng t\u1ea1o v\u00e0 hi\u1ec7u qu\u1ea3. Nh\u1eefng chi\u1ebfn d\u1ecbch marketing th\u00e0nh c\u00f4ng c\u1ee7a Starbucks nh\u01b0 &#8220;White Cup Contest&#8221; hay &#8220;Starbucks for Life&#8221; \u0111\u00e3 ch\u1ee9ng minh r\u1eb1ng, khi \u00e1p d\u1ee5ng \u0111\u00fang chi\u1ebfn l\u01b0\u1ee3c marketing, c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 thu h\u00fat v\u00e0 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng \u0111\u1ebfn v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh. B\u00e0i h\u1ecdc marketing t\u1eeb Starbucks l\u00e0 r\u1ea5t quan tr\u1ecdng \u0111\u1ed1i v\u1edbi c\u00e1c doanh nghi\u1ec7p mu\u1ed1n ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh, \u0111\u1eb7c bi\u1ec7t l\u00e0 trong l\u0129nh v\u1ef1c c\u1ea1nh tranh cao nh\u01b0 th\u1ef1c ph\u1ea9m v\u00e0 \u0111\u1ed3 u\u1ed1ng.<\/p>\r\n\r\n\r\n\r\n<p style=\"text-align: right;\">Website: <a href=\"https:\/\/vtcnetviet.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/vtcnetviet.com\/<\/a><\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>Starbucks l\u00e0 m\u1ed9t trong nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng v\u00e0 th\u00e0nh c\u00f4ng nh\u1ea5t th\u1ebf gi\u1edbi trong l\u0129nh v\u1ef1c c\u00e0 ph\u00ea&#8230;<\/p>\n","protected":false},"author":1,"featured_media":1335,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"rank_math_lock_modified_date":false,"_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"default","_kad_post_title":"default","_kad_post_layout":"default","_kad_post_sidebar_id":"","_kad_post_content_style":"default","_kad_post_vertical_padding":"default","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"categories":[10,3],"tags":[],"class_list":["post-1334","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kien-thuc-marketing","category-tin-tuc"],"acf":[],"_links":{"self":[{"href":"https:\/\/vtcnetviet.com\/wp-json\/wp\/v2\/posts\/1334","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vtcnetviet.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vtcnetviet.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vtcnetviet.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/vtcnetviet.com\/wp-json\/wp\/v2\/comments?post=1334"}],"version-history":[{"count":3,"href":"https:\/\/vtcnetviet.com\/wp-json\/wp\/v2\/posts\/1334\/revisions"}],"predecessor-version":[{"id":1623,"href":"https:\/\/vtcnetviet.com\/wp-json\/wp\/v2\/posts\/1334\/revisions\/1623"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vtcnetviet.com\/wp-json\/wp\/v2\/media\/1335"}],"wp:attachment":[{"href":"https:\/\/vtcnetviet.com\/wp-json\/wp\/v2\/media?parent=1334"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vtcnetviet.com\/wp-json\/wp\/v2\/categories?post=1334"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vtcnetviet.com\/wp-json\/wp\/v2\/tags?post=1334"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}