Starbucks is opening its first coffee kiosks in Pune, India as it expands its retail specialty coffee business. Coffee kiosks, which are beverage retailers without seating, currently make up 2,700 of Starbucks' locations globally and generate $0.81 billion in annual sales. Starbucks sees opportunities in India given that coffee consumption is growing 6% annually and competitors like Café Coffee Day and Barista currently dominate the market. To succeed, Starbucks will focus on offering high quality coffee and handcrafted beverages while leveraging its brand recognition and global expertise in specialty coffee.

1. Presented by
SRIJU NAIr
ROLL NUMBER – B20
BATCH 2013-15
Enjoy the authentic Starbucks experience with the promise of high quality coffee & handcrafted
beverages in your city.
We share our 40 years of coffee passion with you
TATA STARBUCKS
first kiosks in PUNE

2. Coffee kiosk market
Company
operated stores
Licensed stores
Other channel
development
Starbucks focus on growing its retail specialty coffee business internally
through Kiosks, and mail order loyalty programs
Coffee Kiosks: (beverage retailers without seating)
2,700 locations averaging $300,000 in annual sales = $ .81 billion
Revenues will grow by about 20% annually and Net earnings by 20-
25% annually for the next three to five years
Starbucks market
India the 5th largest producer of coffee in market with coffee consumption
of 75000 tonnes.

3. Comparative Analysis
STARBUCKS CCD BARISTA
DEMOGRAPHIC age group 25- 40
(49%) , 18-24 (40% )
Age group 15-29 yr Age group 25-40yr
GEOGRAPHIC Upscale locations,
corporate offices
Tier I and II cities ,
highways ,
corporate offices ,
campus
Tier I and II cities
• Starbucks focuses on two different market segments, The commuters and Captive
Consumers. For the commuters, Starbucks has the Drive-thru coffee houses. For the
captive consumer, Starbucks has the mobile café.
• Commuters are defined as any one in a motorized vehicle traveling from point “A” to point
“B”. Starbucks greatest concentration is on commuters heading to or from work, or those
out on their lunch breaks.
• Captive Consumers would include those who are stuck in a campus environment or in a
restricted entry environment that does not allow free movement to and from. Examples
are: high school, college campuses, corporate campuses and special events.
TARGET MARKET SEGMENT

4. Comparative Analysis
strength
threats
•Customers are satisfied with the
quality and taste of Coffee.
• High brand equity.
•Operating in 61 countries worldwide
•Low pricing strategy in India
Strength
•Market penetration in International
countries
•Co-branding with other food
manufactures
• India -coffee consumption grow by 6 %
•website to the store by ordering online
and picking it up at the store.
opportunities
•Pricing are higher as compared to the
competitors.
• High operating cost
•The business profits are highly
dependent on coffee product
•Less coverage
•Numbers of competitors are increasing,
like Barista, Café coffee Day, Gloria jeans
coffee.
•People started to become more health
conscious
•Starbucks facing huge resistance in
international countries over cultural and
political issues
weakness Threats
“To inspire and nurture the human spirit - one person, one cup, and one neighborhood at a time”

5. Business overview strategies
•As of November 16, 2012, Starbucks is
present in 61 countries & territories.
•Starbucks holds 73% of the market
share for coffee in the U.S and 35 %
globally.
• Strong working relations with the Tata
Group could also be the key to
achieving lower costs and probably
Starbucks might even be able to match
the prices offered by its local
competitors likeCafé Coffee day , Barista
•International competitors –
Died rich Coffee Inc.
Caribou Coffee Inc.
Dunkin’ Brands Inc
McDonald's
•Contribution positively to community
and environment
•Outlets according to the culture
•Free Wi-Fi for all customers
•Apply highest standards of coffee
•Provide a relaxing, attractive social
atmosphere
•Starbucks use Retail stores, Online mail
order
•Maximize market penetration
•Use more licensing and franchizing
• High Promotion using social media
advertising with discount rates and gift
vouchers.

6. •Accessibility
•Personalized approach
•Brand familiarity
•Coffee variety ,quality
and perfect price range
Tough competition to its competitors by
satisfying customers with great café
experience
Starbucks 1st Kiosk -
Pune
CONCLUSION
Get the heart of youngster and the one
who is young at heart by satisfying them
Target people of location of upgrade
market and busy areas of premium
people , foreigners and working
professional and provide “Value for
Money”
Location- Mall , IT industries , BPO
, Colleges , Airport and transport stations