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OVERVIEW The first Starbucks opened in Seattle, Washington, on March 30, 1971 by three partners Jerry Baldwin, Zev

Siegl, and Gordon Bowker. Starbucks Corporation is an American global coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 20,891 stores in 62 countries, including 13,279 in the United States, 1,324 in Canada, 989 in Japan, 851 in the People's Republic of China, 806 in the United Kingdom, 556 in South Korea, 377 in Mexico, 291 in Taiwan, 206 in the Philippines, 179 in Turkey, 171 in Thailand, and 167 in Germany.[1]

Starbucks locations serve hot and cold beverages, whole-bean coffee, microground instant coffee, full-leaf teas, pastries, and snacks. Most stores also sell packaged food items, hot and cold sandwiches, and items such as mugs and tumblers. Starbucks Evenings locations also offer a variety of beers, wines, and appetizers after 4pm.[3] Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores Tata Starbucks Ltd is a 50:50 joint venture company, owned by Starbucks Corporation and Tata Global Beverages,[2] that owns and operates Starbucks outlets in India.[3] The outlets are branded Starbucks "A Tata Alliance". Starbucks, through an agreement with Tata Coffee, serves coffee that is 100% locally sourced and roasted.

4Ps PRODUCTS

Drinks

Espresso Beverages (Hot or Iced)

1. Cappuccino

2. Iced Caff Mocha

Frappuccino Blended Beverages

1. Espresso Frappuccino Blended Beverage

2. Java Chip Frappuccino Blended Beverage

Non-Coffee Beverages 1 Earl Grey TataTazo Tea

2. Tata Tazo Iced Shaken Green Tea

Food (VEG) 1Tandoori Paneer Roll

2.Chocolate Raspberry Crunch Cake

(NON-VEG) 1.Murg Tikka Panini

2.Lemon Jazz Cheesecake

PLACE

India's first Starbucks outlet in Elphinstone Building, Horniman Circle, Mumbai.

As of September 2013, Starbucks operates 22 outlets in 3 cities of India.[18] The company plans to have 50 outlets in India by the end of 2013,[19] with an investment of 400 crore (US$61 million City Delhi Mumbai Pune State/UT Delhi NCR No. of Outlets[18] 10

Maharashtra 12 Maharashtra 1

PROMOTION

retailers in India rely heavily on wordofmouth (personal communication). TheStarbucksCardwillbeintroducedaconvenientwaytopayforyour drinksand earnrewardsforyourpurchase.Furthermore,instorepromotionsaccompanied bynewproductssuchasdrinksandaccessoriessourcedfromtheregionsshouldbe present inIndiaaswell Even though it is highly unlikely for a coffee chain in India to advertise on TV, Starbucks mightconsiderthatidea

Price LIST OF PRICE- 95-250 CARD- PAYMENT CARD SYSTEM SWOT analysis will be used to evaluate Starbuckss Strengths, Weaknesses, Opportunities andThreats. Strengths Leading retailer and roaster for brand specialtycoffeeintheworld; Brand image with the motto The StarbucksExperience; 17000storesacross57countries;1 500 inChinaalone; Strongbalancesheet; One of the strongest franchises in the world with more than 6 500 licenses Weakness es High pricing which not everyone can afford; Starbucksrefusestoguaranteethat milk, beverages, chocolate, ice cream, and bakedgoodssoldinthecompanys stores genetically are free of modified ingredien ts; FocusedmoreonUSdomestic market; Starbucks Workers Union was made

shopsintheworld;

because some employees complain

Starbucksisknownforproviding superior productsandservices; Have loyal customers in every country thathasentered; Sophisticated atmosphere, music, interiordesignandartwork; Havealotofflavoursvariation; Limitednumberofstrongcompetitors; Highmarketshareandmarketgrowth.

about the management style within the company; NoexperienceincountrieslikeIndia.

Opportunities Highconsumerisminemerging markets; Easier to penetrate market because Starbucks is selling as experience, not justasimpleproduct; Many of Starbucks coffee are using organicbeans; SomeofStarbuckssbeansare harvested in Indonesia island of Sumatra and Sulawesi. Starbucks are purchasing at premium prices to support local community and sustainable production. Starbuckspaysanaveragepriceof $1.20 per pound against the commodity averagepriceof$0.400.50per

Threats Globalfinancialcrisismadepeople spend less on good that are not regarded as necessities; Increasinghealthconcernofthe negative effectofcoffee; Starbucks domination is driving small cafesoutofthebusiness; Threatofsubstituteproductsin cultures where there is a strong preference for tea, like China, India and UK.

pound; FairTradeProductscanbeoffered.

1.MarketSegmentation

Apartfromthedemographiccharacteristicspresentedinpartoneoftheanalysis, marketers should also consider psychographic variables such as interests and lifestyles. In general, Indiascoffeeculturehaschangedthewayyoung Indianssocialise.Inacountrywherethere isalimitedbarculture,andwhere drinkingalcoholisstillnotallowedinmanycircles,ithas provided an acceptable and safe outlet for people, particularly young Indians, to share a drink (Vaidyananthan,BBC2012).

As mentioned earlier, coffee is becoming a statement of wealth and prosperity among peoplewithhighdisposalincome,i.e.individualsin employment.

3.1.2.TargetMarketSelection

Themarketingstrategywillfocusontargetingbothgroupscollegeanduniversity students (aged1825)intheshorttermandworkingprofessionals(2540)inthemediumto longrun. Also,touristandfrequentflyerswillbeatargetaudienceinthelongrun.

3.1.3.ProductandServicePositioning

It is essential to have a unique selling point to position

Starbucks above

competitors (Pickton 2005). In TATAStarbucks customers will be able to rely on genuine service, an invitingatmosphereandasuperbcupofpremiumcoffeeor teaeverytime.

Conclusion

If Starbucks can adapt to the peculiarities of the Indian market, coffee may soon become manyIndianscupoftea.

Based on the analysis presented above, the current proposal contradicts Levitts globalisationtheorysuggestingthatcompaniesmustlearntooperateasif theworldwere onelargemarketignoringsuperficialregionalandnational 92)InIndiaF&Bandretailtypicallyisverycloseto thus, the so adaptation or differences.(Levitt1983,pp.

localcultureandtaste(Vasudha2011);

glocalisation strategy should be adopted (Robertson 1994). Glocalisation will serve as a mean of combining the successful account localtastes. Starbucks strategy in providingtheemotionalneedsaroundtheworld(Vasudha2011)whiletakinginto