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.
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
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
13.
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 .