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Starbucks in India

Pradeep Gopalakrishna, Rajeshwari Victor, David Fleischmann
November 1, 2016
SKU:
BUS-004783
Region: 
Asia - Pacific
Topic: 
Strategy & General Management
Length: 
10 pages
Keywords: 
decision making, Growth, International, strategy, local sourcing
Copyrighted by: 
Journal of Case Studies
Student Price: 
$4.00 (€3.75)
Average rating: 
0

In January 2011, Starbucks made an arrangement with Tata Global Beverages to purchase and roast premium coffee beans at a new facility in southern India. In January 2012, this was expanded to an $80 million retail joint venture. Tata proved to be a very valuable and trustworthy partner, through its assistance with high quality local sourcing, menu modifications for local tastes, and the acquisition of prime retail space. Starbucks expansion in India thus far has been successful. By November 2013, Starbucks had 30 stores in India, in the cities of Mumbai, Delhi, Bangalore, and Pune. However, continued success was not certain. Competition from local and foreign competitors was intensifying. India was a large, but complex and fragmented market. It was not yet clear how Starbucks could best adapt.

Learning Outcomes: 
  1. Perform a SWOT company and industry analysis.
  2. Analyze markets using the CAGE criteria.
  3. Determine appropriate marketing approaches for a country.
  4. Determine appropriate market entry strategies for a country.
  5. Create a marketing plan for a country based on a SWOT analysis, the CAGE criteria, marketing approaches, and market entry strategies.