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Starbucks Corporation is an International

coffeehouse chain based in Seattle United States Starbucks was started in 1971 Largest coffeehouse company in the world, with 19,435 stores in 58 countries, including 12,781 in the United States, 1,241 in Canada, 1,062 in Japan, 976 in Great Britain and 645 in China.

Jerry Baldwin Zev Siegel Gordon Bowker

Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining uncompromising principles while growing

Beverages: Coffee, Tazo, Tea, Soda, Juices Pastries

Whole coffee beans Merchandise: Mugs & CDs

Through the Starbucks Entertainment Division and Hear Music Brand, the company also markets books, music and film
Many of the company's product are seasonal or specific to the locality of the store in various countries. Its largest overseas markets are Japan, England, China and Taiwan.


Drinks Bottled Drinks Brewed Coffee Chocolate Beverages Espresso Beverages Frappuccino Blended Beverages Kids Drinks & Others Tazo Teas Smoothies

Food Bakery Starbucks Petites Bistro Boxes Hot Breakfast Salads Sandwiches, Panini & Wraps Ice Cream Yogurt Parfaits

Nutrition Food Nutrition Drink Nutrition Delicious Drinks Under 200 Calories Favorite Foods Under 350 Calories

Introducing Starbucks Mobile Pour

Starbucks New Packaging - Bags

Assisted in development of Starbucks individual cocoa packaging.


Starbucks Rebranded Packaging

Starbucks black apron exclusives packaging Starbucks Special Edition Packaging

Starbucks VIA Flavored Coffee Packaging Art

Starbucks Reserve, new Packaging

To present information to consumers as well as others. To increase demand. To differentiate a product

Personal level Direct marketing Twitter You tube

Market Structure: Monopolistic Competition Competitive Activity:

Many companies are in the market and competition is fierce. Competitors use location, product mix, and store atmosphere differentiation to establish market niche

Industry Costs & Capital Structure:

Low to moderate costs for each location Major Startup expenditures are property & equipment Major Operating costs are labor and cost of sales

Political Influences Relationships between coffee producing nations and US State and local government controls

Economic influences Constant demand for food and beverages Changes in disposable income could influence purchase levels

Social influences Consumer preferences could shift from coffee to

other beverages
Technological influences Use of technology can improve operational


Strengths Committed to preserving the best interest of

farmers, the economy, and the environment. Expertise and experience in new markets is another strength. Dedication in supporting communities around the world where Starbucks lives and works.

Weaknesses One of the most obvious weaknesses for Starbucks

market in India would be that they do not exist.

Another weakness for Starbucks is dealing with a country that is very traditional.

Opportunities Starbucks has been successful in appealing to all

five senses of its customers. Regardless of the business, brand loyalty is the fundamental building block to ensure an organizations long-term success.

Threats Overcoming differing legal, cultural and ethical

issues. Distribution operation, Pricing, Product offering, Competition.

Green Mountain Coffee Roasters

Coffee Bean & Tea Leaf Costa Coffee Peet's Caribou coffee Gloria Jean

Caf Coffee Day Barista Caf Mocha

Perfect Cup of Coffee

Third Place Customer Satisfaction

Creating a Starbucks Community

Smart Partnerships
Innovation Brand Marketing

Other Merchandise

Home Products

Coffee, sold in Starbucks Other Merchandise

Japan Customize its menu to cater to local tastes and bring costs down by procuring more ingredients locally.
China Rather than pushing take-out orders, which account for the majority of American sales, Starbucks adapted to local consumer wants and promoted dine-in service.

Starbucks were looking to enter Indian market by 2007

in a franchise format. Kishore Biyani CEO of Future group and V.P.Sharma Indonesian Franchisee. But failed due to not fulfilling Indias investment policies in retail by FDI

Finally in January 2012 Starbucks announced a

50-50 joint venture with Tata Global Beverages. Joint venture called Tata Starbucks Ltd, will own and operate the cafes, known as Starbucks Coffee A Tata Alliance, across India

The country has not historically been one that

drinks coffee, with tea being the dominant hot beverage instead South of India is very used to South India filter coffee, which tastes very different.

Starbucks will have to identify a product mix that balances catering to their customers (tea and Indian cuisine) with doing what they do best as a company (coffee first, tea second). The more they focus on coffee initially, the more they risk alienating their customers.

India's infrastructure lags China in terms of

roads and the ability to secure the supply chain. When Culver had visited New Delhi for several years ago, its airport was decrepit. Infrastructure is still in the emerging phase

Together, the companies will begin by investing

about $80 million.

As India's largest coffee producer and exporter,

Tata also will supply all the coffee for Starbucks' espresso drinks there.

Starbucks will have to get their localization balance

Too much localization can lead to loss of branding,

Insufficient localization might fail to appeal to a new


Catering to local tastes has been a successful part

of Starbucks strategy worldwide

Starbucks can use this competitive advantage

which will be crucial in India

Starbucks is entering the market at a time when several other coffee chains homegrown and international are busy expanding their presence in India. Caf Coffee Day, Barista, Caf Mocha, Gloria Jean are just some of the brands already operating in the country. Starbucks rivals already have more than 1,500 coffee chain outlets in India.

India has a large population i.e 1.2 billion people so in spite of late entry in the competition Starbucks can get its desired share Target Segment: Young, urban and aspirational Indians A Starbucks espresso is more likely to be bought by a highearning business executive on the go than college students

"third place" for young Indians to seek out between home and


While Starbucks may be king of coffee in other markets, its unlikely to become an overnight success in this one. Success will have to be brewed slowly and in small measures.