COFFEE WARS IN INDIA: STARBUCKS 2012 GLOBAL EXPANSION: STARBUCKS IN CHINA design centre BRAND POSITIONING

1. COFFEE WARS IN INDIA:
STARBUCKS 2012

2. GLOBAL EXPANSION:
2
First international store was set up in Japan in 1996
followed by China, UK, Switzerland.
Also expanded in European and Asian markets -
coffee culture was less entrenched.
France and Latin America – mature coffee drinking
markets.
In international markets - Starbucks worked with
local partners to set up relationships, recruit talent
and understand market conditions.
In new locations - Starbucks tailored its offerings to
the country’s local preferences.

3. STARBUCKS IN CHINA
Tea drinking nation
Starbucks partnered with three firms to gain
local expertise.
Introduced green tea and soy based on local
tastes
Educated Chinese consumers about coffee

4. SERVICE
Consumers preferred the taste of
products from competitors but
continued to go to Starbucks
because of the service.

5. DESIGN CENTER
To ensure look and feel of the stores was matching the local arts and culture.

6. BRAND POSITIONING
Premium brand
Reservations
about working at
coffee bar.
Family Forum-
2012
Annual meeting of
Parents

7. Nikhil John
Abraham
Mukesh
Kanna
Mathews
Joseph
Riya Aseef
Akshay
Anil