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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.
Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining uncompromising principles while growing
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.
Coffee:
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
Many companies are in the market and competition is fierce. Competitors use location, product mix, and store atmosphere differentiation to establish market niche
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
other beverages
Technological influences Use of technology can improve operational
efficiencies
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.
Another weakness for Starbucks is dealing with a country that is very traditional.
five senses of its customers. Regardless of the business, brand loyalty is the fundamental building block to ensure an organizations long-term success.
Coffee Bean & Tea Leaf Costa Coffee Peet's Caribou coffee Gloria Jean
McCafe
Caf Coffee Day Barista Caf Mocha
Smart Partnerships
Innovation Brand Marketing
Other Merchandise
Home Products
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.
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
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
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.
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
Tata also will supply all the coffee for Starbucks' espresso drinks there.
right
Too much localization can lead to loss of branding,
market
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
work
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.