Consultation to Starbucks for retail marketing in India - Essay Example

Only on StudentShare

Extract of sample
Consultation to Starbucks for retail marketing in India

story. Consistent growth and low employee turnover have been the patterns in this company. Net revenues from their company operated retail as well as from their speciality has been $6.36 billion up from $5.29 billion last year (Starbucks, Annual report, 16th Dec 2005). In 1996, Starbucks went international. The first overseas location was Japan. Currently apart from the United States which is the home market for the company, they also operate in 34 international locations both through direct company operated stores as well as joint ventures and licensed locations.
In the United States, they have 4666 company-operated coffeehouses and 2222 licensed locations. Outside the US they have 1049 company-operated stores and 1734 joint venture and licensed locations. The company was listed in Fortunes best hundred places to work in 2005 (, 2006)
India has been in the process since 1991 of opening up its markets to international competition and in general is taking steps towards loosening of control and gunning towards becoming a free market. Being a democracy in which (especially in recent times) coalition governments are the order of the day, the ruling party has to contend with partners which have left leanings. An issue which is the centre of a political debate is Foreign Direct Investment in retail. The left opposes it fearing that local small retailers will be hurt. ...
Download paper


The environment in India is largely conducive to globalisation and the consumer tastes are increasingly moving towards 'value for money' and the appreciation of intangibles. Branding is becoming more and more important. The political climate is becoming more and more friendly…
Author : abernathytorran

Related Essays

Starbucks Retail Stores
Further growth can be achieved by various strategies centred on products and markets. Close attention to consumer needs will make the brand promise consistent with market expectations and will strengthen brand identity.…
12 pages (3012 words) Essay
Global Marketing of Starbucks
With this comes the great responsibility of taming organizations accordingly that is making organizations compatible with the needs of today's markets that come with the immense competition, ever increasing inflation, cognitive dissonance and unforeseen circumstances . Organization must have a recognition of its own, that is it should have a strong organizational culture that has no parallel and it should be able to attract a strong team that is ready to work zealously for it. A lot is put into organizational structure, culture and profile of its prospective employees and customers, for any…
4 pages (1004 words) Case Study
Global Marketing: Starbucks Coffee
Singapore was chosen by Starbucks as the main business center in Asia. It is announced that “Singapore is constantly looking for new products and new markets to drive its export-led economy” (Starbucks Coffee, 2005). The second reason is that Singapore is the international trade and commerce center with an excellent financial and communication infrastructures, which will help Starbucks to penetrate into the Asian market and maintain a strong brand image. In addition, Singapore is the most Europeanized center in Asia where coffee is viewed as a “beverage instead of a drink” (Starbucks…
3 pages (753 words) Essay
Starbucks Coffee
The findings reveal that there are clear segments within Starbucks consumer base in UK and marketing strategy has to reorient to the identified specific needs of each of these segments.…
40 pages (10040 words) Coursework
Retail Marketing
Tesco PLC is the largest British retailer based on both global and local shares. Traditionally, the UK-based international retailer specializes only in the distribution of food products but it currently adds other goods and services to its product portfolio which ranges from clothing to consumer electronics to consumer financial services to internet services to internet service and consumer telecom. Last February 26, the company announced a total annual turnover of 33.974 billion and reported a pre-tax profit of 1.962 billion. It is estimated that in every 8 UK retail sales, 1 is spent on…
13 pages (3263 words) Case Study
Got a tricky question? Receive an answer from students like you! Try us!