for bba

1. A Project Work on
Strategic Alliance of Tata Starbucks
By
Students of
Divaba Institute of Business Administration
Semester: - 6
Guided By
Ms. Bhakti Patel & Mrs. Veena Kumari
Assistant Professors
A Project Work
Submitted to
Gujarat University
In Partial Fulfillment of the Requirements for
Subject CC-313: Grand Project, Presentation & Viva Voce
In B. B. A. (Bachelor of Business Administration)
April / May -2022
Divaba Institute of Business Administration (532)
SNME Campus, At- Anasan, Ta. - Dascroi,
Ahmedabad-382330.Gujarat, India

2. List of Group Members
Serial
No.
Enrollment No. Seat No. Student’s Name Sign
01 201610100954 PUROHIT PRAVIN KISHORKUMAR
02 201910101237 GOHIL RIYA JAYANTIBHAI
03 201910101238 MANDANAKA MEHUL LALJIBHAI
04 201910101242 PATEL DHRUVI BHARATBHAI
05 201910101245 PRAJAPATI KRUTI DIPAKBHAI
06 201910101247 PRAJAPATI SANJAY RAMSWARUP
07 201910101248 PUROHIT SUMITKUMAR GAURISHANKAR
08 201910101250 SHELADIYA SAHILKUMAR ASHOKKUMAR
09 201910101252 TIWARI KHUSHI JITENDRAKUMAR
10 201910101255 WAGHELA SHIVENDRA KANHAIYALAL

3. Divaba Institute of Business Administration
SNME Campus, At- Anasan, Ta. - Dascroi,
Ahmadabad -382330. Gujarat, India
CERTIFICATE
This is to certify that this Project Work on “Strategic Alliance of Tata Starbucks” submitted in
partial fulfillment of the requirement for the degree of Bachelor of Business Administration, of
Gujarat University.
This is a bonafide work done by, Students of Divaba Institute of Business Administration (532)
under our guidance and that no part of this project has been submitted for any other Degree/Diploma.
Year: April/May -2022
Stamp and Signature
Director
Divaba Institute of Business Administration
Anasan, Ahmedabad-30

4. Divaba Institute of Business Administration
SNME Campus, At- Anasan, Ta.- Dascroi,
Ahmedabad -382330. Gujarat, India
CERTIFICATE
This is to certify that this dissertation entitled “Strategic Alliance of Tata Starbucks" in partial
fulfillment of the requirement for the degree of Bachelor of Business Administration, of Gujarat
University.
This is a bonafide work done by, Students of Divaba Institute of Business Administration (532) under
guidance and that no part of this project has been submitted for any other Degree/Diploma.
Year: April/May -2022
Name and Signature of Examiner

5. Divaba Institute of Business Administration
SNME Campus, At- Anasan, Ta. - Dascroi,
Ahmadabad -382330.Gujarat, India
CERTIFICATE
This is to certify that this Project Work on "Strategic Alliance of Tata Starbucks” submitted in
partial fulfillment of the requirement for the degree of Bachelor of Business Administration, of
Gujarat University.
This is a bonafide work done by, Students of Divaba Institute of Business Administration (532)
under my guidance and that no part of this project has been submitted for any other Degree/Diploma.
Year: April/May -2022
Guided by
Signature of guide
(Ms. Bhakti Patel & Mrs. Veena Kumari)
(Assistant Professors)
Divaba Institute of Business Administration,
Anasan, Ahmedabad-30

6. DECLARATION
We undersigned students of Divaba Institute of Business Administration hereby that this project
entitled “Strategic Alliance of Tata Starbucks” is result of our own research work and has not been
previously submitted to any other university for any other examination. We hereby further declare
that all information of this document has been obtain and presented in accordance with academic
rules and ethical conduct.
Year: April / May-2022
S. No. Name Sign.
01 PUROHIT PRAVIN KISHORKUMAR
02 GOHIL RIYA JAYANTIBHAI
03 MANDANAKA MEHUL LALJIBHAI
04 PATEL DHRUVI BHARATBHAI
05 PRAJAPATI KRUTI DIPAKBHAI
06 PRAJAPATI SANJAY RAMSWARUP
07 PUROHIT SUMITKUMAR GAURISHANKAR
08 SHELADIYA SAHILKUMAR ASHOKKUMAR
09 TIWARI KHUSHI JITENDRAKUMAR
10 WAGHELA SHIVENDRA KANHAIYALAL
Date:
Place: Ahmedabad

7. ACKNOWLEDGEMENT
We want to use this platform to say a very heartily to God almighty for bringing me this far. All glory
is to their name.
We heartily acknowledge our sincere gratitude to my research guide, respectable Ms. Bhakti Patel &
Mrs. Veena Kumari, Assistant Professors, Divaba Institute of Business Administration, Anasan,
Ahmedabad. Their able guidance, encouragement and support from the initial to the final level
enabled us to development and understanding of the subject. Their comments and supervision helped
us to solve my difficulties and hurdles during research work.
The experience of working under their guidance has proved quite fruitful as it gave me an
opportunity to work under their expertise due to their command over the subject. In spite of their
commitments with other activities, they have always spared their valuable time to assess our work.
We express our gratitude to their valuable support.
Heartily thanks to all faculty members at Divaba Institute of Business Administration, Anasan,
Ahmadabad whose ideas, critical insights and suggestions have been invaluable in the preparation of
this project.
Last but not least we would like to extend my deep sense of gratitude to God, our parents, all family
members, friends and our well-wishers who have directly or indirectly supported and helped us in the
completion of our project successfully.

8. Index
Ch.
No.
Particulars Page
No.
1 Introduction
1.1 About 1
1.2 Purpose 3
1.3 Entry of Starbucks in Indian Market 4
1.4 Strategic Intent 4
1.5 Mission & Vision 6
1.6 Importance and Benefits of Strategic Alliance of Tata Coffee and Starbucks 7
1.7 Market Share 8
2 Environment Analysis
2.1 SWOT Analysis 9
2.2 PESTLE Analysis 13
2.3 Five Force Model 16
3 Research Methodology
3.1 Introduction 19
3.2 Rationale of Topic 19
3.3 Type of Research Design 19
3.4 Sources of Data 20
3.5 Sampling Plan 21
3.6 Data Analysis Tools 21
3.7 Limitation of the Study 22
4 Data Analysis 23
5 Conclusion 42
Bibliography 43
Questionnaire 44

9. 3/26/22, 12:28 PM Tata Starbucks
https://docs.google.com/forms/d/1JkFCpKcEwG4NUUfJHZJvjptPmre4nWparmFgH6C0fB0/edit 1/8
1. Email *
2.
Mark only one oval.
Male
Female
3.
Mark only one oval.
Under 18
18 - 25 Years
26 - 40 Years
Above 41
Tata Starbucks
Feedback regarding your experience (like Quality, atmosphere, behavior etc.,) at Tata
Starbucks.
*Required
What is your gender ? *
What is your Age ?

10. 3/26/22, 12:28 PM Tata Starbucks
https://docs.google.com/forms/d/1JkFCpKcEwG4NUUfJHZJvjptPmre4nWparmFgH6C0fB0/edit 2/8
4.
Mark only one oval.
Student
Employee
Self employed
Business owner
5.
Mark only one oval.
0 - 10000
10000 - 20000
20000 - 25000
25000 or above
Unemployed
6.
Mark only one oval.
Coffee
Tea
7.
Mark only one oval.
Yes
No
What is your occupation ?
Monthly Income
What do you like most ?
Do you like coffee of Tata Starbucks ?

11. 3/26/22, 12:28 PM Tata Starbucks
https://docs.google.com/forms/d/1JkFCpKcEwG4NUUfJHZJvjptPmre4nWparmFgH6C0fB0/edit 3/8
8.
Mark only one oval.
Everyday
Once in a week
Once in a month
Never
Skip to question 9
General Information
9.
Mark only one oval.
Friends & Family
Social - media
Magazine/newspaper
Brochure
10.
Mark only one oval.
0 - 30 Minutes
30 - 45 Minutes
45 - 60 Minutes
60 Minutes or more
How many time do you visit Tata Starbucks ?
How do you get updated information about Starbucks? *
How much time did you spend at Tata Starbucks ? *

12. 3/26/22, 12:28 PM Tata Starbucks
https://docs.google.com/forms/d/1JkFCpKcEwG4NUUfJHZJvjptPmre4nWparmFgH6C0fB0/edit 4/8
11. What kind of beverages do you like the most at Tata Starbucks ? (Choose your answer
from these Menu)

13. 3/26/22, 12:28 PM Tata Starbucks
https://docs.google.com/forms/d/1JkFCpKcEwG4NUUfJHZJvjptPmre4nWparmFgH6C0fB0/edit 5/8
12.
Mark only one oval.
Yes
No
13.
Mark only one oval.
Yes
No
14.
Mark only one oval.
yes
No
15.
Mark only one oval.
Yes
No
Maybe
Did you find Tata Starbucks service to be prompt ?
Do the bar tender greets you with a smile ?
Does Tata Starbucks advice you to choose alternate product or kit for the same
which you order ?
Do you think that Tata Starbucks drinks/coffee/tea etc. are value for money ?

14. 3/26/22, 12:28 PM Tata Starbucks
https://docs.google.com/forms/d/1JkFCpKcEwG4NUUfJHZJvjptPmre4nWparmFgH6C0fB0/edit 6/8
16.
Skip to question 17
Rating
5=Strongly Agree
4=Agree
3=Neutral
2=Disagree
1=Strongly Disagree
17.
Mark only one oval.
1
2
3
4
5
Write In your own word, why do you choose Tata Starbucks over some of the other
competing coffee companies ?(write you opinion or response in the space given
below) *
How would you rate your drinks satisfaction ?

15. 3/26/22, 12:28 PM Tata Starbucks
https://docs.google.com/forms/d/1JkFCpKcEwG4NUUfJHZJvjptPmre4nWparmFgH6C0fB0/edit 7/8
18.
Mark only one oval.
1
2
3
4
5
19.
Mark only one oval.
1
2
3
4
5
20.
Mark only one oval.
1
2
3
4
5
How would you rate the ambience at Tata Starbucks ? e.g. lighting, music, etc.?
How would you rate the environment at Tata Starbucks ? e.g. cleanliness, tables
cleared fast, behavior, little free
How would you rate the Tata Starbucks staff ?

16. 3/26/22, 12:28 PM Tata Starbucks
https://docs.google.com/forms/d/1JkFCpKcEwG4NUUfJHZJvjptPmre4nWparmFgH6C0fB0/edit 8/8
21.
Mark only one oval.
1
2
3
4
5
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