This document discusses a kiosk for TATA Starbucks in India. It provides an overview of the global and Indian coffee markets, noting that coffee consumption is growing rapidly in India. It analyzes competitors like Cafe Coffee Day, Costa Coffee, and Barista. A SWOT analysis identifies Starbucks' strengths as its global brand but weaknesses as its higher prices and low expansion rate as a new entrant. Opportunities include India's growing coffee consumption, while threats include many rivals and potential health concerns reducing fast food consumption. The document recommends TATA Starbucks target busy areas and focus on quality, comparable pricing, and sponsoring events to promote its kiosks.

1. Kiosk of TATA Starbucks
Vijay Kumar Desiraju
A-33
Batch 2013-2015

2. Generic view of Coffee Kiosk
market
Coffee worldwide production 7.9 MT out of which India market
share 4.1%
Number Coffee Kiosks increasing at faster rate globally
Kiosks can be found in malls, Railway Stations, Airports etc.
Coffee consumption in India increasing at a very faster rate
Café Coffee day is having the most number of Kiosks in India
(>900)
Starbucks is the leading coffeehouse shops worldwide including
kiosks
Coffee café market in India expected to reach Rs.5600 Crores

3. COMPETITOR ANALYSIS
 Competitors are CCD, Costa Coffee, Barista in the same segment
 Other kiosks are upcoming in the form of xpress where the products
are sold instantly such as CCD xpress and Costa xpress
 CCD – easily available, affordable, range of varieties, pioneered the
xpress
 Costa Coffee – 1st international coffee chain to start its operations in
India, prices are medium, planning to increase its outlets
 Barista – Italian brand, Promoting by Barista Coffee membership
card, provides luxury items at an above average price

4. SWOT Analysis
STRENGTHS
• Largest Coffeehouse company in the
world gives an added advantage
• Pune-Raining city – Good for coffee
lover
• It is a Tata Alliance
WEAKNESSES
• High price compare to rivals
• Low rate of expansion due to recent
setup leading to lack of accessibility
OPPORTUNITIES
• Consumption of coffee in India is
increasing exponentially
• Pune being student city, students get the
coffee at lower price
• IT hub - young generation - place for
spending time
THREATS
• Number of rivals are more in the
segment
• People are getting more conscious
towards the health hence reducing the
consumption of fast foods

5. Business Overview and Strategies
Since it is a start up better to think about
demographically
Marketing needs - for mobile society
Marketing trends - superior quality
Market growth - coffee market increasing
exponentially
Positioning statement – offices, colleges, malls
Pricing strategy- comparable to the rival with value
added feature
Product – tastes matter
Promotion strategy – sponsoring fests, events

6. CONCLUSION
 TATA Starbucks should target the busy
areas like Pune and major cities where the
mobile people who wants to get refresh
and lack their precious time can have the
high quality whole bean coffees
 Startup costs may incur and storage
should be there for supply but will be
having the better future in long term run
by the help of kiosks