2. •Millions of cups of coffee are consumed daily and thousands of entrepreneurs are
capitalizing financially because of it.
•Kiosk : small, separated building or structure - Open on some or all sides - at
times movable
•Coffee kiosk vending had indeed been one of the kiosk’s main purposes
Vendors can take advantage of customer thirst and hunger at the same time, by
not only selling coffee through their kiosk but by selling pastries, donuts,
muffins etc
•The coffee or espresso kiosk can be used to generate fresh revenue streams by
introducing new points-of-sale to any given commercial or retail space
•Global production of coffee is estimated at 135 million bags. The demand for
coffee in India is expected to grow at 10.5% per annum in the 2008-13 period
•Tata Coffee's overall coffee production has increased by 7.7 per cent to 8,396
tonnes during 2012-13 as against 7,797 tonnes last year 2TATA Starbucks
Generic view of the coffee kiosk market
4. TATA Starbucks 4
•Well-established coffee house in the
world operating in 40 countries
worlwide
•Customers satisfied with quality and
taste of the coffee
•Huge number well trained and
treated employees
•Entry in Asian market:
The demand for coffee in India is
expected to grow @ 10.5% per
annum in the 2008-13 period
•Co-branding with other food
manufacturers.
•Comparatively Costly as compared to
rivals
•High Operating Cost
•Just started in India; it has 16 stores
till now
•Less coverage
•Many rivals in the market
CCD, Barista ..
•Labour Union issues in US
•Global crisis/financial resources
5. Business Overview and Strategy
• Visible
• Convenient access
• Dense population – working professionals and students
Location
• Price ranges from Rs 50 to Rs 150
• Caters to different tastes and needsPrice
• Higher velocity of service by well trained cheerful servers
• Wi-Fi enabled : attracts students and professionalsServices
• Word-of-mouth advertising
• Involve in Charity – Connect with Society
• New Stores in MetrosExpansion 5
6115
16
8
Sales Mix Speciality Coffee
Beverages
Whole-bean coffees
Food Items
Merchandise
6. • STARBUCKS should position
it’s coffee kiosks in Pune City
at busy places like
KP, FC, Aundh and Hinjewadi
so as to target mobile people
desiring high quality beverage
while on the move.
TATA Starbucks 6
