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Starbucks Market Entry Plan to India


Authors : Sashya Siddhartha

Volume/Issue : Volume 9 - 2024, Issue 8 - August

Google Scholar : https://tinyurl.com/58t2y4td

Scribd : https://tinyurl.com/36njf4sj

DOI : https://doi.org/10.38124/ijisrt/IJISRT24AUG1426

Abstract : This report examines Starbucks' strategy for expanding into the Indian market. Starbucks Corporation, headquartered in Seattle, Washington, is a globally recognized American coffeehouse and roastery chain, and it holds the title of the largest coffeehouse chain worldwide. The report begins by analyzing the rationale behind choosing India as the host country, with a focus on the cultural and economic factors that were considered in the environmental scanning process. It then outlines a market entry strategy, proposing a potential joint venture between Starbucks and the prominent Indian company, TATA Global Beverages Limited. The discussion extends to a comprehensive marketing strategy, utilizing the 4Ps framework to strategically guide Starbucks' entry into the Indian market. Lastly, the report addresses potential challenges and presents a contingency plan to mitigate them.

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This report examines Starbucks' strategy for expanding into the Indian market. Starbucks Corporation, headquartered in Seattle, Washington, is a globally recognized American coffeehouse and roastery chain, and it holds the title of the largest coffeehouse chain worldwide. The report begins by analyzing the rationale behind choosing India as the host country, with a focus on the cultural and economic factors that were considered in the environmental scanning process. It then outlines a market entry strategy, proposing a potential joint venture between Starbucks and the prominent Indian company, TATA Global Beverages Limited. The discussion extends to a comprehensive marketing strategy, utilizing the 4Ps framework to strategically guide Starbucks' entry into the Indian market. Lastly, the report addresses potential challenges and presents a contingency plan to mitigate them.

Video Explanation for Published paper

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