2. COFFEE MARKET
COFFEE IN
INDIA :
6th largest
coffee
producer : US
$185 million,
4% of world’s
coffee
INDIAN
COFFEE KIOSK
MARKET:
Growing 20-
30% annually
CDX, Nescafe,
Bru cafe
WORLD
COFFEE
MARKET :
Starbucks
Costa coffee
Gloria Jean’s
coffee
2
3. Closest competitors
• More than 900 successful
kiosks in India
• Offers Café coffee day
menu for a cheaper price
COFFEE DAY
EXPRESS
• More than 1800 small
outlets
• Targets tier 2 and tier 3
cities
• Introducing new products
NESCAFÉ
KIOSKS
3
Coffee Day Xpress
Nescafe kiosks
4. STRENGTHS:
Established global brand
Not a lot of barriers to entry
WEAKNESS:
Expensive
Targets the upper class in the
urban areas
Menu is not according to the
Indian taste
OPPORTUNITIES:
Expand food selection
catering to Indian taste
Can open Starbucks drive thru
THREATS:
Established competitors like
Nescafe, CDX etc.
Dedicated customer base to
the local cafés
SWOT
ANALYSIS
4
5. Business overview and strategy
Location
• Hinjewadi, Pune
• More crowd in
the age group
21-40 yrs
• Also focus on
take away
• Can also install
coffee machines
in companies
Pricing
• Should be
comparative to
other coffee
kiosks
• The basic items
like cappuccino,
mocha and
sandwiches
should be
cheaper
Menu
• Increase the
number of items
• Menu should
cater to Indian
taste
• Keep the
products fresh
5
6. Conclusion
• With opening a kiosk in Pune, TATA Starbucks can increase its
market share and then target other cities in India for further
growth in the business as Indian coffee market is growing at
rate of 20-30% every year.
6
