MID – TERM EXAMINATION PAPER

CASE BASED MODALITY

FACULTY : BUSINESS ADMINISTRATION

COURSE : MASTERS OF BUSINESS ADMISTRATION (MBA)

YEAR/ SEMESTER : SECOND YEAR / THIRD SEMESTER

MODULE TITLE : STRATEEGIC MANAGEMENT

CODE : MGT 510

DATE : 6th July, 2020

SUBMISSION

TIME ALLOWED : 8th July, 2020

Instruction to candidates

1. The Assignment-Based Examinations will be of 25 Marks, which will be subsequently

converted to 10 Marks (out of 50 Marks) and will represent 20% in the overall Internal
Assessment Markings.

2. Answers must be submitted in written format in A4 Size Papers by mentioning following

details:
a) Name of the Student:
b) Subject:
c) Semester:
d) Section:
e) LCID:

3. The answers must be submitted via KFA Online Learning System Application. Please
make sure you have the login details.

4. Submission will be closed after 12.00 am (mid-night).

1
CASE STUDY: GLOBAL MARKETING STRATEGY OF BARISTA
[25 MARKS: 1 HR]
Barista, the leader in espresso coffees, is positioned as a lifestyle brand with Italian
neighborhood. Barista was established in New Delhi in 2000 and is the fastest growing coffee
chain in India. It has an alliance with Tata coffee in supply chain management. Every month it
introduced and focused on a particular type of coffee. The idea was to change customer’s
occasional indulgence and make it a habit and educate them about the original coffees. It also
developed store-in-store concept by focusing on themes that compliment coffee, such as music,
books and art. Barista entered home brew segment with freshly grounded coffee. The company
extended its product portfolio from roasted coffee range to single origin coffee. Barista’s single
origin coffee powder has a status symbol. It was planning to enter the international market.
Barista’s adopted a strategy on which it segmented itself to the elite class. This class has high
potential because these people associate with anything that is of status symbol. They spend very
high. So Barista choose this segment contains people with big designations like MD’s, Doctors,
CEO’s and people belonging to elite class. They like to be in a place which is classy and
luxurious like Barista. This segment has high potential.
The strategy adopted by Barista would suit the Indian market. Barista came up with uniqueness
in its interior with Indian neighborhood. It also offered several services along with serving
coffee. Several international varieties of coffees are served in Barista. The ambience was great.
The perfect Italian varieties of coffees were served with brew masters from Italy. They came up
with single origin coffees and attracted with the niche set of consumers. Many varieties of
coffees are served in Barista people feel very comfortable. It also serves food items like pastries,
sandwiches. People started thinking that Barista has become a status symbol. So they wanted to
associate themselves with Barista. It’s planning to go international into many countries. It’s even
planning to co brand with several banks for credit cards. People of India always wanted
something new and different. So Barista’s strategy perfectly suits the Indian market.

2
 Question:

Globalization has brought in many opportunities as well as challenges. Discuss the type of
strategy Barista should formulate and implement to survive and grow in this globalized and
competitive business environment. Recommend the corporate and competitive business
strategies by doing an industry analysis and showing the TOWS table in reference to Nepalese
and Indian markets.

Best of Luck