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Starbucks India Strategy

Starbucks India Strategy

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Published by: Shahrukh Soheil Rahman on Oct 01, 2011
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01/27/2013

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PROBABLE ENTRY MODES FOR STARBUCKS COFFEE IN INDIAShahrukh Soheil Rahman
Section- F, V SemesterJain University-Center for Management StudiesSeptember 2011
 
STARBUCKS COFFEE AT A GLANCE
 
HISTORY OF STARBUCKS
Starbucks Corporation is an international coffee and coffeehousechain based in Seattle, Washington. Starbucks is the largestcoffeehouse company in the world, with 17,009 stores in 50countries, including over 11,000 in the United States, over 1,000 inCanada, over 700 in the United Kingdom, and over 150 in Turkey.Starbucks sells drip brewed coffee, espresso-based hot drinks, otherhot and cold drinks, coffee beans, salads, hot and cold sandwichesand Panini, pastries, snacks, and items such as mugs and tumblers.Through the Starbucks Entertainment division and Hear Music brand,the company also markets books, music, and film. Many of thecompany's products are seasonal or specific to the locality of thestore. Starbucks-brand ice cream and coffee are also offered atgrocery stores.From Starbucks' founding in later forms in Seattle as a local coffeebean roaster and retailer, the company has expanded rapidly. In the1990s, Starbucks was opening a new store every workday, a pacethat continued into the 2000s. The first store outside the UnitedStates or Canada opened in the mid-1990s, and overseas stores nowconstitute almost one third of Starbucks' stores. The companyplanned to open a net of 900 new stores outside of the United Statesin 2009, but has announced 900 store closures in the United Statessince 2008.Starbucks has been a target of protests on issues such as fair-tradepolicies, labour relations, environmental impact, political views, andanti-competitive practices.

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