Starbucks in India

 Starbucks in India

    This document is an article of « Voice of America ». It deals with the arrival of Starbucks in India. We can wonder in what extent this project is a good idea and what strategy the company uses to achieve it ?

I)An american company going global

       Starbucks is the world's largest franchise chain. It’s an American company which is located all over the world. Starbucks coffee shops serve exclusively their own brand of coffee.

     The main objective of Starbucks is to become number one. In order to cope with the concurrence, the company have to expand by developing itself.

    In order to develop, the company must seek to establish itself in other countries. She may choose to immerse herself in India because in this country there is a lot of potential consumer, young population and the labourforce is ship.

    There is two problems in this implantation. The first is cultural, it mean the India is a tea drinking country and not a coffee drinking country. The second problem is the fact that there is already a company which is selling coffee in India: Cafe Coffee Day. It mean that there is a competitor. Starbucks should use strategies.  So how to do?

II) But it had to face a different culture

       The country should adapt the culture store. Which means to change the decoration of the shops.
Edit design, the packaging and make new cards.

       Moreover, India is a tea drinking country.  So, it will need to attempt to attract the Indians. For this you can adjust the prices, distribute samples and use leaflet.

       To finish, they should give a good image to the company and make more famous itself. They can make the company more famous by using ads and commercial. For embellish the image of the company, they can rely on celebrities and hire the local labourforce to show that the company is a kind of savior. The other positive consequence of hiring local labor is that the company gain the trust of customers.

           Thus we have seen that Starbucks is an American company going global which chose to establish itself in India because of the big potential consumer the and low competition. However, to do this the company was compulsory to adapt the stores and his marketing’s strategies in order to attract consumers.

This analysis shows us what a company is willing to do to increase its profits. But what are the actual limits of the companies? How far are they willing to go?

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