Coffee Parlours in India-Hotting Up

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Case Details:

Case Code : MKTG050
Case Length : 20 Pages
Period : 1990-2002
Pub Date : 2003
Teaching Note :Not Available
Organization : Barista, Cafe Coffee Day, Qwiky's
Industry : Food and Beverage
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

Barista's Expansion Plans

Barista planned to increase the number of outlets to 250 by 2003. In order to position itself as a global brand, it was also planning to enter the international market. The plan was to regionalise the outlets in a particular country and then expand to other places...

The Ambience at CCD

While the interiors of Barista gave the feel of an Italian neighborhood, CCD offered an informal ambience (Refer Exhibit III). Its bright decor and similar crockery was eye-catching...

CCD's Growth Strategy

Though CCD was the first coffee retail chain in India, it witnessed slow growth as it lacked the experience in setting up parlours and running them...

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CCD planned to increase the number of outlets across the country to 200 by March 2004. The company had embarked on a major revamp and expansion drive with thrust on domestic retailing and exports market...

Enter Starbucks

With the domestic coffee retailing segment heating up, Starbucks, a global giant in liquid coffee retailing, was also planning to start its operations in India. Starbucks has conducted surveys and feasibility studies so as to ascertain its success in the region...

Exhibits

Exhibit I: Key Players in Non-Traditional Coffee Distribution
Exhibit II: Ambience at Barista
Exhibit III: Ambience at Cafe Coffee Day
Exhibit IV: Ambience at Qwiky's
Exhibit V: Barista Price List
Exhibit VI: Cafe Coffee Day Price List
Exhibit VII: Qwiky's Price List
Exhibit VIII: A Note on Starbucks


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