2. Generic view of Coffee Kiosk
market
Coffee worldwide production 7.9 MT out of which India market
share 4.1%
Number Coffee Kiosks increasing at faster rate globally
Kiosks can be found in malls, Railway Stations, Airports etc.
Coffee consumption in India increasing at a very faster rate
Café Coffee day is having the most number of Kiosks in India
(>900)
Starbucks is the leading coffeehouse shops worldwide including
kiosks
Coffee café market in India expected to reach Rs.5600 Crores
3. COMPETITOR ANALYSIS
Competitors are CCD, Costa Coffee, Barista in the same segment
Other kiosks are upcoming in the form of xpress where the products
are sold instantly such as CCD xpress and Costa xpress
CCD – easily available, affordable, range of varieties, pioneered the
xpress
Costa Coffee – 1st international coffee chain to start its operations in
India, prices are medium, planning to increase its outlets
Barista – Italian brand, Promoting by Barista Coffee membership
card, provides luxury items at an above average price
4. SWOT Analysis
STRENGTHS
• Largest Coffeehouse company in the
world gives an added advantage
• Pune-Raining city – Good for coffee
lover
• It is a Tata Alliance
WEAKNESSES
• High price compare to rivals
• Low rate of expansion due to recent
setup leading to lack of accessibility
OPPORTUNITIES
• Consumption of coffee in India is
increasing exponentially
• Pune being student city, students get the
coffee at lower price
• IT hub - young generation - place for
spending time
THREATS
• Number of rivals are more in the
segment
• People are getting more conscious
towards the health hence reducing the
consumption of fast foods
5. Business Overview and Strategies
Since it is a start up better to think about
demographically
Marketing needs - for mobile society
Marketing trends - superior quality
Market growth - coffee market increasing
exponentially
Positioning statement – offices, colleges, malls
Pricing strategy- comparable to the rival with value
added feature
Product – tastes matter
Promotion strategy – sponsoring fests, events
6. CONCLUSION
TATA Starbucks should target the busy
areas like Pune and major cities where the
mobile people who wants to get refresh
and lack their precious time can have the
high quality whole bean coffees
Startup costs may incur and storage
should be there for supply but will be
having the better future in long term run
by the help of kiosks
