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SWOT Analysis
Prepared By : Bhavik Makwana (37155)
Symbiosis institute of Business
Management ,Pune
Advance Service
Operations Management
STARBUCKS HISTORY
Starbucks is the largest coffee house company in the world, with stores in 64 countries. It was founded by a trio Jerry Baldwin, Gordon Bowker, and Zev Siegl in 1971. Today
Starbucks not only has become a global brand but also has reached revenues of $ 14.89 billion, reported for the year 2013.
STARBUCKS STRATEGY
Starbucks echoes Premium Price for Premium Product. Starbucks employs value based pricing to maximize profits. Value based pricing is all about customers. To consumers,
price is a numerical evaluation of how much they value what you are selling. Starbucks also uses research and customer analysis to formulate targeted price increases that
capture the greatest amount consumers are willing to pay, without driving them off. Profit maximization is the process by which a company determines the price and product
output level that generates the most profit. With help of Lean Operating Strategy, Starbucks was able to achieve minimum wastage and maximum profit. Also, Starbucks
marketing mix consists of 4P's and 4C's viz., 4P's - Product, Price, Place, Promotion; and 4C's - Customer Solution, Customer cost, Convenience, Communication.
Tata Starbucks Ltd is a 50:50 joint venture company, owned by Starbucks Corporation and Tata Global Beverages that owns and operates Starbucks outlets in India. The outlets
are branded Starbucks "A Tata Alliance". Starbucks, through an agreement with Tata Coffee, serves coffee that is 100% locally sourced and roasted.
LOCATIONS
As of July 2014, Starbucks operates 59 outlets in 7 cities of India.
State/Region
City
No. of Outlets
Delhi
New Delhi
14
Delhi NCR
Gurgaon
Maharashtra
Mumbai
23
Pune
Karnataka
Bengaluru
10
Tamil Nadu
Chennai
Telangana
Hyderabad
SWOT:
Strengths
Weaknesses
Higher price
world
world-wide
Starbucks
India
Brand image with The Starbucks
Experience
Competitors
metros
culture
infrastructure
Employee management
Opportunities
Self-cannibalization through
more penetration
Threats
COMPETITION:
CONCLUSION:
Although Starbuck is well known all over the world for its premium service , customer in India wants coffee at relatively low price which has been a concern for company in India
.But as Indian youth is experiencing the model they are becoming more and more accustomed with Starbucks. With opening of two new Outlets in Bengaluru this year, Starbucks
has made its position strong which will continue to grow as long as there are less number of players in this premium segment.
REFERENCES:
http://seattletimes.com/html/specialreportspages/2020216020_starbucks-coffee-in-india-part-one.html
http://www.starbucks.in/about-us/company-information
http://blogs.ubc.ca/nadirsurani/2012/11/13/starbucks-is-in-india/
http://www.iluvstarbucks.com/
http://en.wikipedia.org/wiki/Tata_Starbucks