Beruflich Dokumente
Kultur Dokumente
TOUR GUIDING
WRITTEN REPORT
Instructions
Instructions to candidate
1. Read this booklet.
2. Complete the task described in this booklet.
3. Complete the cover sheet for the written report [Figure 1] and attach it to your
written report.
4. Submit the written report to the assessor by insert time and date.
Authenticity statement
I state that this written report is my own work that no one has written it for me, that I have
not copied the work of another person and that all sources that I have used have been
properly and clearly documented.
If I have used the ideas, words, or passages of an outside source, I have quoted those
words or paraphrased them and have provided clear and appropriate documentation of
the source of that material, both what I have quoted and what I have paraphrased.
I have read the definition of plagiarizing as printed below, and I understand that definition
and its consequences.
To plagiarize:
1. To steal and use (the ideas or writings of another) as one's own.
2. To appropriate passages or ideas from [another] and use them as one's own.
3. To take and use as one's own the writings or ideas of another.
I understand that the plagiarism of any part or section of a paper suggests to the reader
that other parts of the paper may not be the writer's own work.
I understand that plagiarism is a serious offense and that the penalty for plagiarism -- in
any part or section of my report -- may result in a failing grade for the assessment.
Signature: …………………………………………….
Date: ………………………………………………….
I. INTRODUCTION 5
II. HOW STARBUCKS MONITORED THEIR WORK OPERATION AND QUALITY ASSURANCE 7
III. ISSUES OBSERVED WITH THE WORK OPERATION AND STARBUCKS SWOT IN
TREMEDOUS COFFEE MARKET IN VIETNAM 15
VI. CONCLUSION 28
VII. REFERENCES 29
ü Mission: to inspire and nurture the human spirit – one person, one cup
and one neighbourhood at a time.
ü Coffee: They are always believed in serving the best coffee possible. It's
their goal for all of their coffee to be grown under the highest standards of
“It was not easy to keep the general criteria of the Starbucks brand, especially the
“take away coffee” in a country with a coffee tradition like Vietnam. Meanwhile,
Vietnamese people have the habit of drinking coffee in a quiet space to talk”. From
this small detail, Patricia Marques and her colleagues tried to make each
Starbucks shop have a unique design in accordance with the culture and taste of
the Vietnamese people.
The most visible words were picked up are Trendy & International, Well-
know brand, Cozy & relaxing & Homy, American Style, Friendly &
Professional. There are also a few words were visible representing slightly
negative attitude towards Starbucks, such as Similar everywhere, like fast-
food, not-individual.
I'm not afraid of competition. On the contrary, I really like it because of its
benefits.
Vietnam has 50% of the population is young generation and that is the
target that Starbucks comes to. We would like to bring more "made in
Vietnam" production to the counter.
I am also happy to have more partners. You know, there are many partners
in Vietnam we work with open new stores, many young people like to work
in the company or become the store manager ...
Competition is extremely good not just for the coffee sector. If you open a
store, next to someone else opens a store, that's a good thing because you
can not sell with lower quality that you are forced to become the best you
can. Competition is hard but also the opportunity for good brands, good
business will make a difference.
Each season we get a lot of coffee samples from different countries. The
quality assurance team will come to the coffee plantation and quality
assurance, from the care process and they will only be able to purchase it
when the Starbucks quality standards are met. Even if the purchase
When the container arrives at the factory, the coffee beans are checked
again and the coffee criteria of the purchasing team and the team at the
factory must match on the taste. It was then that they began to be roasted
at a single factory in Seattle, and then the powdered coffee returned to the
global market through Starbucks stores. Coffee of Starbucks is currently
purchased from eight countries in the world, including Vietnam.
A partner’s appearance and personal hygiene are important not only to the
partner but also to co-workers and customers. At Starbucks, employees
are the face of our beloved brand, connecting with our customers every
day.
8. Can I ask you the reason why Starbucks foods looks identical no
matter where I’m in?
Customers of Starbucks also love to show others what they are drinking,
sharing updates on social media like Instagram and Twitter. That is
behaviour you just don’t see with other coffee companies like Dunkin
Donuts or, here in Canada, Tim Hortons. Starbucks drinkers feel a sense
of pride and feel of a higher class when drinking Starbucks compared to
other coffee. That’s why the Gold Card is so effective.
10. May you tell me more what strategies make Starbucks be a King of
customer loyalty?
When the barista calls out a name, it instantly feels more like a cozy
neighbourhood coffee shop where all the baristas know you, and less like
a corporate chain that serves millions of customers per day. And speaking
of neighbourhood feels, Starbucks is committed to connect with their
clientele through their products and decor. Every store has a laid back
atmosphere tailored to its specific neighbourhood. Starbucks would never
dream of using the same interior design elements in all of their locations,
because the point is to embody a local, artisanal cafe, one that makes you
feel at home. Wouldn’t you much rather play brand favourites with a
company that goes the extra personalization mile? “smile”
“Smile”
Let make it crystal clear, our value platform has rested on three key
elements:
ü premium coffee products
ü superior customer service
ü unique coffeehouse atmosphere.
Perhaps much of Starbucks’ global success has been due the latter,
creating a sense of “the third place”. Our company persistently strives to
create an intensely personal experience within the brick and mortar walls
of every retail location that effectively appeals to customer emotions.
Starbucks does so by offering a great deal of attention to the retail
atmosphere, including everything from the layout, to the furniture, to the
music, but more importantly the baristas, whose ability to engage with
customers is at the heart of the Starbucks experience. It is that experience,
beyond locational optimization, on which the company has historically
relied on to produce a place that is a destination which draws loyal
consumers.
12. Is that the special thing in marketing that Starbucks is focusing on?
Mmm, the outstanding design of coffee drinks, cream, cinnamon and other
dressings, convenient mugs and high glasses give an impression that you
have so much coffee to drink, but it’s suddenly finished very quickly and
there is no other option than to go and order one more. What else physical
evidence do you need than your perfect cup of special specialty coffee?
Just dreaming about an extra hot Latte and feeling like you’re in home.
How does the process actually work when you are ready to make your
choice for one of those delicious drinks? It can be different dependent on
the size of the coffee house, the most efficient way is a person who takes
the orders, next one taking the payment and a third one making the drinks.
This sequence reduces the queue, though still queues are daily issue in
many Starbucks location due to the high demand.
Strengths Weaknesses
Wifi connection
Ever since offering Wi-Fi to the public in 2002, the company's on-the-go
audience has seen Starbucks as not just a pit stop, but as a mini-office
where they can set up their laptops and attend to business while sipping
their favourite beverages. Starbucks was also establishing their social
media presence.
QR code payment
Starbucks has recognized this trend early so they launched plans to install
100,000 wireless charging stations in more than 7,500 stores around the
world from mid-2014. The key is that Starbucks has a huge start in the
early days. days while boosting the need to use and educate more than
just coffee drinkers on this new technology.
Starbucks released its Mobile Order & Pay in late 2014, a smartphone-
based application that enabled customers to do two things:
ü Submit an order in advance via the app
ü Pay using the app when picking up the order at the store.
Starbucks is using AI to make even more money off consumer coffee habit.
Looking toward the future, they are implementing artificial intelligence to
predict what customers want even before they know they want it.
The tech will take into account things like order history, the current weather
conditions, the time of day, whether it's a weekend or a workday, and even
if it's a customer's birthday or not to make drink and food suggestions.
"Starbucks is one of the best companies in the world that connects brand,
user and consumer experience between digital mobile and the real world,"
Brian Solis, principal analyst and futurist at Altimeter, told The Street. "They
are still pushing forward, rolling out their Digital Flywheel strategy to be
more dynamic to further integrate digital and real world."
Technology
Connections
The secret is Starbucks treats their customers as they treat one another,
with respect and dignity. Coffee, partners and customers are the core
values of the company and they live up to those values.
VI. Conclusion
During this written report, I've been facing many obstacles, not only some topics
that I hardly find sources but also overwhelm information in some points what
makes me completely confused. However, I tried to pass over my process with
supports from my assessor and friends
Special thanks to
Ms. Nguyen Thi Bich Phuong for giving me inspiration and encourage me all the
time.
Ms. Vo Thi Phuong Thao, marketing assistance in marketing team of Nestle, for
giving me ideas and explain clearly about marketing strategies in some iconic
brands and perspective from her field.
Mr. Le Minh, journalist of Vietnamnet, for letting me use his interview to develop
my written report.
Mr. Huy Khanh, international student in US, for correcting my writing problems
and improving the vocabularies in this written report.
I've learned a lot from my research that Starbucks has been successful to build
up their strategies to eliminate their issues and enhance company sustainability.
When establishing a brand, we should start from the smallest details and have
clearly plan. As a huge - international chain store, Starbucks still listens to
customers’ opinions and shares their minds, so that they can understand what
customers’ need and fulfil far from their expectations, giving them the best
experience.
Furthermore, witnessed Starbucks successes in technology evolution and
Starbucks 7P system, I also have shaped the theme and concept base on my
very own brand and I’m going to improve them day by day in the future.
Candidate name
Le Nghiem Hoang Nam
Trade Tour Guiding
The written report provided evidence that the Allocated If yes, tick Actual
candidate: Marks the box Mark
• monitored efficiency of work operation through close q
20
contact with day to day operations.
• identified how the work operation supported overall q
10
organisation goals and quality assurance initiatives.
• identified quality problems and issues associated with q
10
the work operation.
• made suggestions for improvements to the work q
operation, including adjustments to procedures and 10
systems.
• consulted with management and staff about ways to q
improve efficiency and service levels, including potential 10
for new technologies and other innovations.
• provided feedback to management and staff to inform q
10
future planning
• evaluated current and emerging industry trends and q
10
practices for relevance for improving the work operation.
• assessed opportunities to improve sustainability of day- q
10
to-day operations.
• considered impact of recommended improvement[s] on q
10
operational efficiency and customer service.
TOTAL 100 /100
Comments
Authenticity statement
Candidate indicated that the report is his or her own work [tick the relevant box]: ☐Yes ☐ No
Grade
Overall the candidate’s performance on this assessment activity was [tick the relevant box]:
(80% - 100%) (70% – 79%) (60% – 69%) (50% – 59%) (0% – 49%)
□ High Distinction □ Distinction □ Credit □ Pass □ Fail
Assessor Signature: Candidate Signature:
Date: Date: