All of us have heard the name Starbucks! Yes, Starbucks, the coffee chain offering premium quality coffee in almost all the major metros and developed countries of the world. You will find Starbucks coffee in all rich, crowed towns and airports. It’s a must!
Now the latest hype is that Starbucks is venturing in to India very soon and they are in the final stage of their market survey and market analysis.
India being the part of BRIC countries is an eye candy for all the foreign investors. Foreign Direct Investment taking place in India these days is sky rocketing. Indian market also house employees from worldwide and a huge number of Indian students are studying in foreign colleges and an even greater number of Indians are working abroad. All these people are aware of Starbucks and are also the potential buyers in India. Starbucks will be looking for word of mouth marketing with this group of people as they are those who have experienced and seen Starbucks. Starbucks plan launching the coffee outlets in all over India in around eight month time.
Starbuck plan working in venture with Tata group which is an Indian group of companies. It also plans joint ventures with other coffee outlets which number around 1800 in all over India and will be increasing at a rate of 30% each annum. So Starbucks certainly have a huge market available to cater.
The problem arises now is that there are many coffee chains, like Gloria Jeans, which are already functioning in India and are catering to the coffee drinking middle class of India, which is also the target market of Starbucks. The important question now is that will these people switch to Starbucks or not? Also, India is a tea drinking market. Indians prefer tea to any other beverage. Even coke and Pepsi recognize that. So, this will be an important task for Starbucks to gather its market share and add new people to its market size.
Article publié pour la première fois le 06/03/2012
