Starbucks Coffee shops sell a variety of coffee and tea beverages along with different types of pastries, confections, and baked goods, coffee-related accessories and equipment. The coffee shops provide customers with a pleasant place to come and relax, study, work, or have business meetings. Starbucks goal is to become a leading retailer and brand of coffee in each of its target markets by selling the finest quality coffee and by providing superior customer services. It, therefore, needs to take stock of Internal as well as External factors which drive its urge for entering Indian Coffee space.
Internal factors are of course the strengths of the company while external factors are compiled after doing an environmental analysis. Factors must not be looked into ‘ in isolation’ , but one particular factor may have a spillover effect on a couple of other factors and vice-versa. All such permutations and combinations need to be taken into account while preparing for an expansion strategy. Youth: This segment is the most lucrative one for any coffee house. Starbucks has a two-fold challenge at its hand, first, to popularize itself amongst the youth and second, to wean away a chunk of the market from competitors.
While inviting the loyal customers of other brands the company must keep in mind the sensibilities and must respect the marketing ethics expected of an international brand. This particular segment is the biggest segment of coffee lovers. Easy accessibility and customer service excellence are the key driving forces behind any successful business. Families: Indians believe in having a joint-family system. In such a system, the head of the family is an elder person, who is respected by other members within the family.
Contrasting it with a nuclear family, a joint family comprises of the couple, their parents' kids, brothers, sisters etc. The family at times feels the need for a day out. Therefore some thought must be given to this segment as well. While youth and young couples prefer to have some private moments in the coffee house, a family requires an open area for kids to have a look around.
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