Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Tata starbuck ltd

501 views

Published on

Published in: Business
  • Be the first to comment

  • Be the first to like this

Tata starbuck ltd

  1. 1. CASE STUDY ANALYSIS… BY: NISHANT SINHA
  2. 2. • India is the 5th largest producer of coffee in the world. • Accounting for over 4% of world coffee production. • India is the only country that grows all of its coffee under shade. • Market pegged at nearly Rs1,440crore. • Expected to grow at a compound annual rate of 30% over five years. Indian Coffee Industry
  3. 3. STARBUCKS… A TATA ALLIANCE Area of Business • Grows coffee on its own estates • Processes the beans • Exports green coffee • Manufactures and exports Instant Coffee Introduction to Starbucks  Company started in 1971 in Seattle, Washington  Grew from 55 stores in 1989 to over 2,200 stores today  Products sold include:  Beverages  Pastries  whole coffee beans  coffee-related retail items TATA CoFFEE…..
  4. 4. • Starbucks, in a 50–50 joint venture with Tata Global Beverages Ltd. • It plans 50 outlets by the year end. • Tata Group had an earlier partnership with Barista. Starbucks’ foray in India!!!
  5. 5. Major Competitors Operates 230 outlets in the Indian Sub–Continent. Claims to be a pioneer of Indian Café Culture. Its has outlets in almost all Tier 1 cities. Opening another 100 stores over next 24 months Brought in the concept of Café in India. A market leader in Indian Sub–Continent. Owns 11,500 acres of Coffee Estate.
  6. 6. STRATEGY…
  7. 7. Market Related Strategies • OBJECTIVE: – The firm seeks growth by targeting its existing product to a new market. – Incorporating differentiate features that cause buyers to prefer firm’s product and service over rivals. • Starbucks’ Strategy: – To focus on maximum visibility at the time of launch specially in Urban Metros with an aim to generate ‘desire’ for the brand in the mind of potential customers. – An easily noticeable product and service differentiation. – Using a multi–segment strategy to position the products . • Segment A – Daily consumers • Segment B – Occasional consumers EXISTING PRODUCT NEW PRODUCT EXISTING MARKET MARKET PENNETRATION PRODUCT DEVELOPMENT NEW MARKET MARKET DEVELOPMENT DIVERSIFICATION
  8. 8. Differentiating Strategy • PRODUCT DIFFERENTIATION: – Find ways to differentiate that creates value for buyers and are not easily matched by rivals. – Not spending more to achieve differentiation than the price premium can be charged. • SERVICE DIFFERENTIATION: – Grinding coffee beans each time a new pot is brewed. – Sensory Branding in terms of the consistent and distinct smell of freshly ground coffee beans one enters the Starbuck outlet. – Creating the signature Starbucks experience for Indian customerswhich is identical to any of its store abroad. – Introducing ‘Starbucks Card’ service in Indian market for customer loyalty.
  9. 9. Positioning Strategy S.No POSITIONING STRATEGY DEFINATION ADVERTISING CLAIM 1 Price Vs Quality Product is highlighted based service features. Manufacturer charges High Price. Value for money 2 Product Class Associating a product or a service in a particular product class. World Class Product

×