MiteshChinmay

PoojaJayendra

About Starbucks

• Entered in India in October 2012, Fort, Mumbai • Starbucks Corporation and TATA Global Beverages• Home - Third Place - Office• 55 stores in 6 cities • Wide range of products

StrengthsHigh Quality of productsGlobal presenceStrategic alliance with TATA global beveragesPremium image in IndiaSocial Media Presence

WeaknessesLate entryLimited target market

OpportunitiesFamiliarity with the conceptUntapped MarketYoung population and rising income levels

ThreatsRapidly growing CCDFast food chains (e.g. McDonalds) offering speciality drinks (lattes, cappuccinos, frappes), at much lower prices

SWOT

Variety

Quality Design

Features

Brewed coffee

Attractive ,descent, convenient Fresh product

cappuccino, Caramel cappuccino, tea

Packaging servicesAttractive, easy to handle Just in time ,ready to drink , fair

trade policy

Product

List Of Price

Rs. 95 – Rs. 250

Card

Payment card system

Price

• Higher income group location place

• Airports ,malls,wel known areas

• Highly visiting areas

• Location Selection.

Place

•Social media campaign

•Starbucks iPhone app

• QR Code scanner and start connecting the physical world to your mobile device

•Gift card to start a relationship

Promotion

Physical Evidence

• Custom made cup of beverage.

• Clean, friendly environment , cozy chairs, sofas.

• Alluring pastries menu , “tasty” show cases, tempting

coffee pictures.

People

Physical EvidenceProcess

Process

• Legendary Service• Sequence service reducing queue.

Global Strategies

• Retailing formula is same throughout the world whereas product offerings are modified to suit local tastes

• Starbucks advertising play a crucial role in their business

• Advertising strategies adopted are more local and differentiated than standardized

International Campaigns done by Starbucks

• “The way I see it”

• “My Starbucks Signature Drink”

• “Meet me at Starbucks“

• CSR activity

Strategies used by Starbucks for India

• Starbucks TATA alliance

• Tie up with TAJ SATS (Catering partner of Taj hotels)

• Many stores have been designed differently with

local touches.

• My Starbucks Rewards• Free open wifi

Factors favoring starbucks

• Economic Factors

•Legal Factors

•Socio-cultural Factors

•Bargaining powers of suppliers

Recommendations

• Introducing a concept of ‘Happy Hours’• Developing a range of tea based products• Introducing seasonal offerings• Developing android app• Collaborating with Air Asia and Landmark bookstore• Maximize market penetration• CSR

Thank You..!