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Miss Lady

 Miss Girl Essay

Job 3 The expansion strategy in the company

Starbucks in India

" All of us aren't in the coffee organization, serving people,

We are inside the people organization, serving coffee"

------------- Howard Schultz CEO

MC1y2, second Semester AP Degree Marketing Management 2010

Counsellor: Gitte OvesenВ Beierholm

Group members: Cristina Alexandra Grindei, Alisha Khatri, Yunjing Lu,

Set of Contents

1 . Introduction…………………………………………………………………………………………………….. …. 3

installment payments on your Problem formulation……………………………………………………………………………………….. …. three or more

a few. Methodology and Limitation……………………………………………………………………………….. a few 4. Macro and tiny Analysis……………………………………………………………………………….. ….. 4 5. 4. you Country profile…………………………….. ……………………………………………………………….... four * 5. 2Company profile……………………………………………………………………………………………..... 5 5. 4. a few Final Decision………………………………………………………………………………………………….. 7 your five. Recommendation………………………………………………………………………………………………………. …. 7 2. 5. 1 Entry mode…………………………………. ………………………………………………………….. ………. 7 2. 5. 2 Segmentation and target market………………………………………………………………. ………. being unfaithful * a few. 3 Suggested position and location……………………………………………………………………….. 10 * five. 4Suggested Worth chain………………………………………………………………………………….. ….. 11 6. Conclusion……………………………………………………………………………………………………….. …. 12 six. Reference………………………………………………………………………………………………………. ……. 13 almost eight. Appendix …………………………………………………………………………………………………. ……. ……14

1 . Launch:

Starbucks Company has been the the majority of successful caffeine chain during the past years. The organization has centered on creating a network of shops in ALL OF US while beginning new spots around the world. Nowadays, the recession is effecting the economy in the entire world poorly, no exception intended for the caffeine market. Starbucks, as the coffee chain giant, can be seeking for a new market in order to keep the leader location in the industry. At the same time, at the different side of the world, in India, a country known for the tea consumption, espresso is becoming a growing number of popular. Relating to Euromonitor International, last season, the total amount of coffee in the Indian industry was forty-four, 209. almost eight tones, the fifth major coffee ingestion country in the world. So is definitely India any future industry for Starbucks?

installment payments on your Problem formula:

Starbucks is considering going to India. How could Starbucks your Indian marketplace? * Is definitely India a stunning market to get Starbucks?

2. What could always be the best admittance mode for Starbucks in India? 3. Limitation and Method:

The limitations of the project are definitely the page limit and the limitation in getting in touch with the company. Regarding the company data, the restriction is in centering on the entire range of products of Starbucks, so as a result we have want to focus only on the two main items: coffee and tea. We certainly have applied second data sources/quantitative data resources. The research technique was the workplace research. The theories utilized in the job are: the micro and macro examination, the SWOT analysis, the entry function analysis, segmentation and placement, target market and value string. We have utilized the hypotheses to create an understanding of the subject field and apply it for solving the project trouble formulation.

some. Macro and micro analysis

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4. one particular Country profile

Overall economy

20 years ago, the Of india economy experienced a dramatically growth following your government liberalized number of industrial sectors open to international investment, loosened approval requirements and allowed majority international equity possession. The economy a new growth charge of 5-7% in normal since 1991 till 2007, but an professional slowdown early in 2008, followed by a global financial crisis, led annual GROSS DOMESTIC PRODUCT growth to slow to six. 1% last year (Appendix 1), but it remains second top growth in the world among major economies. Cash flow

The income per capita of Indians increased by 16. 2% in 2006-2007. Per capita salary at current prices was estimated by Rs29, 642 in 2006-2007, compared to Rs25, 956 pertaining to the previous season. As a result of the increase in total salary, the indicate...

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