Starbucks is one of the most admired international coffee brands. As Indian economy is growing, Starbucks has sensed business opportunities and has entered through a joint venture with Tata Global Beverages and worked to create best business in India. Business Strategy To Generate Best Business In India:
Starbucks is selecting strategy in a systematic manner by opening stores only in prominent locations to attract more consumers and starting with the small business to create best business in India. Giving customers a high quality coffee experience along with comfortable and spacious facility where they could spend their time with friends and family. According to a research report on coffee chain, “Very few of Indian consumers order a beverage to take away with them. Most consumers spend about 45 minutes in a café, using it as a spot to meet friends and relatives.” Target Customers:
Starbucks has higher prices as compared to other Coffee shops. As said by a customer (a college student), “…We normally go 3-4 times during a week in coffee shops. That’s why we prefer to go to CCD than Starbucks. But if we have to go once in a month, we might go to Starbucks.” Starbucks attracts mostly high class and foreign customers. Very few college students or youngsters go to Starbucks. Promotion And Advertising Strategy To Generate Best Business In India: Starbucks has adopted a unique sampling strategy for the publicity of its product by distributing free coffee in small cups in front of their outlet to generate best business. Normally coffee is distributed during peak hours, such as during lunch hours. According to a server in Starbucks, “We distribute free coffee to make consumers aware of our taste. Normally it is distributed when we have some new coffee. But since we are new in India, we are distributing all the coffees. In summers, we distribute cold coffee and in winters, we distribute hot coffee”. Starbucks believe in word of mouth publicity. They believe that a...
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