Starbucks India: The strategy going ahead

Abstract

The objective of this project is to study the strategy for Starbucks going ahead in India. We also intend to study the possible effects the entry of a giant company like Starbucks will have on the existing market players and the resulting change in the market dynamics. It is interesting to understand the profitability and growth structures of these players in the context of the Indian environment which is very distinct from the established markets of USA and Europe where Starbucks is already a rage. Thus, analysing the feasibility of replicating a successful business model in the Indian scenario is challenging and provides ample scope for learning in the field of business strategy. Another step to understanding the entry of Starbucks will be to gauge how they operate in other countries and relatively how they are choosing to enter and operate in India.