CPM

CCD
key factors
Advertising

wt

rating

Starbucks

score

rating

score

0.05

0.2

0.15

Product Quality

0.2

0.8

0.6

Product Variety
Price
competitiveness

0.1

0.4

0.3

0.2

0.6

0.8

0.05

0.2

0.1

Customer Loyality

0.1

0.4

0.4

Global Expansion

0.1

0.4

0.2

Customer Services

0.2

0.8

0.6

Financial Position

Total

3.8

3.15

Advertising

Starbucks

CCD

Enormous media Lack in media

coverage
coverage
Normal store
Best store
generates $2k to generates $2k
$4k

Product
Quality

Starbucks

CCD

World wide
known for
quality

Only known
in India
although
have good
quality

Product Variety
Starbucks

CCD

Beverages 75%
Food 19%
Packaged food
and other
merchandise
6%

Beverages 60%
Food 30%
Packaged food
and other
merchandise
5%

Price
Competitiveness
Starbucks

CCD

Very high for

the indian
customers
focus
premium
segment

Prices are
affordable
Suited to
price
sensitive
Indians

Financial
Position

Starbucks

CCD

Huge Revenue
through many
countries

Revenue
generated on
through India
not comparable
to Starbucks

Customer
Loyalty

Starbucks

CCD

Huge Customer
base across many
countries
Trusted brand
worldwide

Good customer
base only in India
Indian Customers
among which
premium segment
prefer Starbucks

Global
expansion

Starbuck CCD
s
Limited to
Expanded
to many
countries

India only

Customer
Service

Starbucks

CCD

Services is
main reason
their brand

Brand
connects but
people dont
Services is
very
transactional