RESEARCH PROPOSAL
TITLE: An investigation of the impact of social media strategies on the performance of Starbucks Corporation in Vietnam

I. INTRODUCTION
1. Reason of choosing the topic:

Starbucks Corporation, one of the biggest coffee company in the world was established in Seattle, Washington in 1971. It is an American global business with 20,891 stores in 62 countries, including 13,279 in the United States, 1,324 in Canada, 989 in Japan, 851 in China, and 806 in the United Kingdom. In Pacific-Asia region, it has 3,400 stores with more than 50,000 staffs ("Loxcel Starbucks Map". Starbucks, retrieved March 22, 2013, Le Quan – Infonet, 2013).
Vietnam with a population of more than 80 million citizens known as a traditional
We also can share our experience and all the information about company on social media network.
ERIKA JURIŠOVÁ (2013) and Beatrice Nakibuuka (2014) showed that Social media network helps us to communicate with consumers, transferring information to run the business. They can exchange their needs of products. By the getting information about products, consumers can explore company’s history and share with others. They can evaluate the quality of products and services.
A firm can post their needs of human resource to people, who finding a job through the internet. The employee can apply and submit their curriculum vitae online. That helps us to reduce lots of expense of travel and submission.
Transferring details about products and company with brand and a logo from consumer to others will be an effective and efficient marketing method. Those help the company to make a lower cost for their goods.

However, Social media has two sides as other aspects. It means that companies face to not only opportunities but also difficulties or challenges in applying social media (Friendster, 2014 and Beatrice Nakibuuka, 2014).
First of all the challenges is how making a social media strategy. Many companies do not have an information and technology staff. That helps to reduce a part of salary, but it makes lots of troubles for a firm. Experience from successful companies show that if a firm without profession for information and