Abstract

The case is about the entry of Starbucks into the India café market where tea was a predominant drink. It also describes some of the strategies Tata Starbucks followed to make a mark in the Indian café market. The case first discusses the history of Starbucks and Tata Global Beverages. It highlights the innovative strategies it has followed to customize its products to suit Indian tastes. Although Tata Starbucks was successful, the question was whether the company would be successful in the long run and how it would overcome competition from home-grown brand Café Coffee Day, the market leader.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• To understand the Four Ps of marketing
• To understand the entry strategy of Starbucks in India.

Keywords

Starbucks, India, strategies, Starbucks experience, SWOT Analysis, innovative strategies, emerging markets, competitiveness, marketing mix, product mix, localization, pricing, personnel, product design and development, customer service, customer retention