This document provides an overview and analysis of Starbucks' entry into the Indian market through a joint venture with Tata Global Beverages. It outlines the Indian coffee industry and Tata Coffee's business areas. It then introduces Starbucks and its global operations before focusing on its partnership with Tata in India. The presentation analyzes the political, economic, social and technological factors impacting the industry in India and conducts a SWOT analysis. It concludes that the joint venture will revolutionize the Indian coffee retail industry.

1. Starbucks
Presented by:
Bhavya Haswani

2. Presentation Outline
 Indian Coffee Industry
 Tata Coffee
 Introduction to Starbucks
 Company Overview (INDIA)
 Pest Analysis
 Political
 Economical
 SWOT Analysis
 Conclusion

3. Indian Coffee Industry
 The coffee industry of India is the 5th largest
producer of coffee in the world
 Accounting for over 4% of world coffee production
 Major Production in Southern States
 India is the only country that grows all of its coffee
under shade.
 Indian coffee has a unique historic flavour.

4. Tata Coffee…..
Area of Business
 –Grows coffee on its own estates,
 –Processes the beans,
 –Exports green coffee,
 –Manufactures and exports Instant Coffee

5. 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

6. Industry Overview

7. Starbucks in India!
 Tata Global Beverages Ltd. And Starbucks Coffee
Co.
 50-50 Joint venture.
 Star Bucks
– ‘A Tata Alliance’

8.  Key Competitors:
– Café Coffee Day
– Barista
– Costa Coffee
Industry experts suggest the Market to be in the
range of 700 crore by 2015.

9. Industry PEST Analysis
 Political Influences
– Relationships between coffee producing nations and
US
– State & Local government controls
 Economic Influences
– Constant demand for food and beverages
– Changes in disposable income could influence
purchase levels

10.  Social Influences
– Consumer preferences could shift from coffee to
other beverages
 Technological Influences
– Use of technology can improve operational
efficiencies

11. POLITICAL
 Red Tape Risk
 Corruption Risk
 Regulation / Law Risk
 2008 financial crisis
 Attitude toward foreign companies
 Geneva Convention

12. ECONOMICAL
 Maximize market penetration
 Provide a relaxing, attractive social atmosphere
 Offer high-quality products
 Create a great working environment
 Achieve profitability
 Cheaper Products
 Discounts/ New Offers

14. Conclusion…..
 This deal has given a new phase to both the
company.
 Starbucks is able to enter in Indian emerging
market.
 Tata Coffee are entering in coffee retail outlet
business
 There may be revolutionized the Indian coffee
retail outlet industry after this .

15. Thank You