Starbucks Market Entry Plan to India

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.