TATA Global Beverages Group. “Share prices of both companies soared following the announcement of the pact.” (Vasudha 2011, pp. 10) This is the first time Starbucks is entering the market with a local partner and will be co‐branding their stores and products with their counterpart. The Indian outlets will be called Starbucks TATA Alliance. The partnership will enable an expanded range of beverage offerings for Indian consumers. One of these being the Starbucks’s premium tea product Tazo that will be available in Indian outlets renamed as TATA Tazo Tea.
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After examining the strength of the Starbucks company, one should examine