Strategy for Starbucks' Entry in India

I would like to thank my team mates - Munaf Kapadia, Shilpa Jhamb, Mayank Singh, Madhu Kumar M, Sourav Mukherjee, Deepika Kaushal for their efforts to bring in possible strategy of Starbucks.

Firstly, our team tried to map the experience associated with Starbucks coffee outlet. Thereafter, we conducted PESTEL analysis wrt India. Our survey gave us many insights like  78% respondents visit coffee shops for the experience, 75% visit to hang out with friends and so on.

Thereafter, we conducted analysis based on Porter's model, SWOT analysis and Competitor's analysis. Based on these, we came out with a 3-pronged strategy which included partnership, alliance and acquisition.

Possible STP: 16-38 yrs, quality coffee, superior experience
Product: Customized menu but no customization in coffee offering.
Price would be high but not the highest.

The detail strategy includes place, promotion, supply chain, logistics, distribution and community building.

To get the details, contact any of the team member.

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