Uncovering Starbucks Vietnam’s remarkable journey - Patricia Marques, General Manager, Starbucks VN

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In this episode of Vietnam Innovators, we got the opportunity to have a conversation with the General Manager of Starbucks Vietnam, exploring their business model and strategies in the vibrant Vietnamese market.

In this episode, we will also delve into how Starbucks has constructed business strategies that align with Vietnamese culture, combining local and international elements to create a unique experience for customers. Is Starbucks Vietnam experiencing growth or is it at a standstill, as mentioned in the media? Join us to listen and find out.

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00:00 intro
00:45 rapid fire questions
02:01 how Patricia became CEO of Starbucks Vietnam
04:30 challenges Starbucks faces in opening stores in Vietnam
07:30 Starbucks’ strategy to deliver products in Vietnam
08:43 Did Starbucks fail in Vietnam?
14:00 how Starbucks adapted to meet Vietnamese young population’s needs
15:50 how Starbucks Vietnam is different from other Starbucks around the world
17:58 what is Starbucks’ customer persona
21:25 Starbucks is looking for amazing landlords
28:22 what’s driving Starbucks’ interest to go to second-tier cities
31:20 what triggers brands to expand to the Hanoi market
33:09 Hanoi is a great market
34:03 local competitions
37:13 shifting into using Vietnamese coffee bean at Starbucks
41:16 why Starbucks is still using plastic
46:00 do Vietnamese care about sustainability
48:50 challenges to female leadership in Vietnam
51:45 the future of Starbucks Vietnam
53:28 what topics would the guest like to learn more from the show