Starbucks

Topics: Starbucks, Coffee, Coffee culture Pages: 7 (900 words) Published: August 3, 2015
STARBUCKS
CORPORATION
Group members
Abhimanyu Daga 02
Anusha Thakur 09
Bhumi Shah 16
Keshav Modi 23
Movit Ramwani 29
Niharika Sharma 35

Company background
•The largest coffeehouse company in the world
•16,635 stores in 49 countries, including 11,068 in the
United States, nearly 1,000 in Canada and more than
800 in Japan.
•Sells various products from coffee to icecream
•Markets products from mugs and tumblers to music
and films
•Expansion spree in the 1900’s and the first half of
2000’s
•Overseas stores constitute almost one third of
Starbucks' stores

SALE AND EXPANSION
•Starbucks has ambitious growth goals
•Planning their entry in nascent markets of Asia
•China and India are best suited
•The plan is to operate 15,000 stores at home and another
15,000 abroad, increasing revenue 20 per cent and profit at
a 20-25 per cent clip annually over the next three to five
years.

MARKET OVERVIEW
•The retail food market in India is expected to grow by 9% •Nearly a million daily coffee drinkers
•Coffee is becoming more and more popular especially among the youth
•India is one of the fastest growing coffee markets in the world •Cafés are increasingly becoming more than places to sip coffee •Coffee consumption is expected to double in the next 5-10 years. •Tecknopak advisors, a global retail consultancy firm, pegs the organised coffee retail business in India at over Rs 8 billion with the potential space for nearly 3,000 coffee retail outlets in India.

TARGET MARKET
1. PRIMARY MARKET
•The Primary target market for Starbucks Coffee Co.in
India is the youth both male and female from the ages
of 16-38.
•This market is well educated and comes from middle
class to upper middle class population.

TARGET MARKET
2. SECONDARY MARKET
•The secondary target markets are the tourists in the areas •most tourists in India come from the countries of U.S., England, Germany, and Japan
•This market will also fall in the middle to upper middle class population and will find the Starbucks India prices relatively cheap
•Starbucks will target the market region wise as most of the South Indian Population prefers coffee over tea.

PRODUCT OFFERING
•Adaptation of the global coffee culture
•Offering the products in a wide range of variants
including hot coffee, cold coffee, coffee add ons, powder
coffee, etc
•State-of-the-art store formats offering wi-fi access to
customers
•Incorporating formats likemusic cafés, book cafés, highway cafés, lounge cafés, garden cafés and cyber cafés targeting a diversified
customer profile

PRIME CUSTOMERS
• Age group of 15-29
• Teen-agers form 25 per cent of the customer profile
• 38 per cent of them are between 20 and 24 years
• Another 23 per cent belong to the age group of 25-29
years.
• Opening small-sized coffee parlours to provide a
neighbourhood coffee experience and lure more people.

COMPETITION
•CCD
•Barista
•Costa Coffee
•Coffee World
•CBTL
•Retail players like Reliance Retail and Shoppers Stop are also retailing coffee with their multi-products offering
outlets like Reliance TimeOut and Desi Café respectively

PESTLE ANALYSIS
1. Political
•. Joint partnership with TATA Coffee
2.
•.
•.
•.
•.

Economic
Booming economy
Increase in employment
Increased standard of living
Increased disposable income

3. Social
•. Indians shifting from tea to coffee
•. Existence of other coffee joints in the country

PESTLE ANALYSIS
4. Technological
• Knowledge of IT
• Research and development
• Free Wifi services
5. Legal
• Complete legal support from TATA
 
6. Environmental
• Cutlery (for take away) is made of recycled paper
• Promote the use of paper bags
 

MARKETING MIX

PRODUCT
• 30 varieties of whole bean coffees
• Eco-friendly cappuccino, coffee makers, and other
Starbuck paraphernalia
• Pastries and coffee to oatmeal, smoothies, and
wraps
• The company has also been constantly introducing
new products,...
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