Miss Lady
Project 3 The growth strategy of the company
Starbucks in India
“We aren’t in the coffee business, serving people,
We are in the people business, serving coffee"
------------- Howard Schultz CEO
MC1y2, 2nd Semester AP Degree Marketing Management 2010
Counsellor: Gitte Ovesen Beierholm
Group members: Cristina Alexandra Grindei, Alisha Khatri, Yunjing Lu,
List of Contents
1. Introduction……………………………………………………………………………………………………..…. 3
2. Problem formulation………………………………………………………………………………………..….3
3. Methodology and Limitation………………………………………………………………………………..3 4. Macro and micro Analysis………………………………………………………………………………..…..4 * 4.1 Country profile……………………………..………………………………………………………………....4 * 4.2Company profile…………………………………………………………………………………………….....5 * 4.3 Final Decision…………………………………………………………………………………………………..7 5. Recommendation……………………………………………………………………………………………………….….7 * 5.1 Entry mode………………………………….…………………………………………………………..……….7 * 5.2 Segmentation and target market……………………………………………………………….……….9 * 5.3 Suggested position and location………………………………………………………………………..10 * 5.4Suggested Value chain…………………………………………………………………………………..…..11 6. Conclusion………………………………………………………………………………………………………..….12 7. Reference……………………………………………………………………………………………………….…….13 8. Appendix ………………………………………………………………………………………………….…….……14
1. Introduction:
Starbucks Corporation has been the most successful coffee chain in the past years. The company has focused on creating a network of stores in US while opening new locations around the world. Nowadays, the recession is effecting the economy of the entire world badly, no exception for the coffee market. Starbucks, as the coffee chain giant, is seeking for a new market in order to keep the leader position in the industry. Meanwhile, at the other side of the world, in India, a country known for the tea consumption, coffee is becoming more and more popular. According to
Starbucks in India
“We aren’t in the coffee business, serving people,
We are in the people business, serving coffee"
------------- Howard Schultz CEO
MC1y2, 2nd Semester AP Degree Marketing Management 2010
Counsellor: Gitte Ovesen Beierholm
Group members: Cristina Alexandra Grindei, Alisha Khatri, Yunjing Lu,
List of Contents
1. Introduction……………………………………………………………………………………………………..…. 3
2. Problem formulation………………………………………………………………………………………..….3
3. Methodology and Limitation………………………………………………………………………………..3 4. Macro and micro Analysis………………………………………………………………………………..…..4 * 4.1 Country profile……………………………..………………………………………………………………....4 * 4.2Company profile…………………………………………………………………………………………….....5 * 4.3 Final Decision…………………………………………………………………………………………………..7 5. Recommendation……………………………………………………………………………………………………….….7 * 5.1 Entry mode………………………………….…………………………………………………………..……….7 * 5.2 Segmentation and target market……………………………………………………………….……….9 * 5.3 Suggested position and location………………………………………………………………………..10 * 5.4Suggested Value chain…………………………………………………………………………………..…..11 6. Conclusion………………………………………………………………………………………………………..….12 7. Reference……………………………………………………………………………………………………….…….13 8. Appendix ………………………………………………………………………………………………….…….……14
1. Introduction:
Starbucks Corporation has been the most successful coffee chain in the past years. The company has focused on creating a network of stores in US while opening new locations around the world. Nowadays, the recession is effecting the economy of the entire world badly, no exception for the coffee market. Starbucks, as the coffee chain giant, is seeking for a new market in order to keep the leader position in the industry. Meanwhile, at the other side of the world, in India, a country known for the tea consumption, coffee is becoming more and more popular. According to