Question: I've been given a case study on the topic Starbucks Enters India: The indomitable competitor or Underdog? After reading the case study I've to answer
I've been given a case study on the topic Starbucks Enters India: The indomitable competitor or Underdog?
After reading the case study I've to answer these 2 questions in what starbucks are going to do in the future..
1) Starbucks had originally announced aggressive entry plans with the goal of opening 50 stores in
2012 and 1500 more by 2017. The market opportunity and potential was very attractive from an
economic point of view given its size and burgeoning middle class; however, top Indian cities
were flush with competition and expansion beyond the key cities into rural India would not occur
at the same pace without huge investments and funding to untangle bureaucratic red tape. Might
Starbucks, the indomitable competitor become the underdog due to its late arrival?
2) Schultz and the China/Asia Pacific team had to tackle the massive competition which had been at
the game on the ground longer and had been making progress toward growth objectives every
day. How should Starbucks deal with the challenges it faces in India? What should the
positioning of the new Starbucks in India be? What areas of India seem to make the most sense
based on coffee market development? Is the joint venture with Tata an answer to Starbucks'
plans for success? What else should they do to be successful in the sea of competition they face?
Please help me out on this!
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