Professional Documents
Culture Documents
1. INTRODUCTION
According to Watkins (2007), a business strategy is a set of guiding principles that, when
communicated and adopted in the organization, generates a desired pattern of decision making. In
others words strategy, will define what needs to be done to meet business goals. The following
report aims to strategical evaluate past and current situations and future analysis on Starbucks
International, a company that has grown to become the biggest coffee house in the world since
first became profitable in Seattle in the early 1980s.
2. INTERNAL ANALYSIS
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Porters generic strategies were used as a means of evaluating Starbucks current strategic
stance on competitive level. This model describes how Starbucks pursues competitive
advantage across market scope.
2.1.2 VMOST
To gain a high level understanding of desired changes in the context of how they fit in with
the strategic and long term vision of Starbucks we developed the VMOST Canvas.
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High quality service (create new occasions to visit stores: New product
offers, new food offerings for lunch, afternoon refreshment and snacks)
4. Brands Growth
Focus on Starbucks brand to unlock profitable growth rarely seen in Achieved
consumer packaged goods internationally.
Build Teavana
Achieved
Create a second major business in tea.
Global tea MARKET is about a $109 billion-dollar industry.
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The BCM Matrix (figure 2.1) explores the growth potential of Starbucks by four
major product categories.
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1. High (Star): Product categories which display high sales growth and
substantially contribute to overall profits.
2. High (Question Mark): Product categories which display high sales growth,
however only contribute little to overall profits. (Cash Users)
3. Low (Cash Cow): Product categories which display low sales growth but still
contribute substantially to overall profits.
4. Low (Dog): Product categories which display low sales growth and contribute
little (or nothing) to overall profits.
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Starbucks Coffee Companys marketing mix (4Ps) supports the companys industry
position as the leading coffeehouse chain in the world. The marketing mix identifies
the main components of the firms marketing plan. Starbucks uses its marketing
mix as a way of developing its brand image and popularity. With the strongest brand
in the industry, the company shows how an effective marketing mix supports brand
development and business growth. Starbucks also changes its marketing mix over
time, thereby emphasizing the need for the business to evolve its various aspects to
maintain competitiveness.
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2.1.6 VRIO
The VRIO framework was suggested by Professor J. Barney to provide a testing on the
return potential associated with exploiting a companys resources or capabilities (Lynch
2015).
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Large Size and Strong Global Yes Yes Yes Yes Temporary
Presence Competitive
Operation in 60 countries Advantage
and largest coffee/snack
retailer
Economies of scale through
superior distribution
channels and supplier
relationships
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The Ansoff Matrix depicted in figure 2.3 was developed by Igor Ansoff in 1965 and is used
to develop strategic options for businesses. It is one of the most commonly used tools for
this type of analysis due to its simplicity. The matrix will give managers four possible
scenarios, or strategies for future product and market activities.
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The authors have applied this framework to Starbucks for further analysis of benefits and
drawbacks of the companys recent developments and plans attached to its strategy (Table
2.4).
As a company that relies on agricultural products, Starbucks has long been aware of the
importance of ecological views and green strategy:
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Starbucks has grown a lot since it opened for business in 1971, carrying the concept of
premium coffee and coffee housing to levels of development and innovation that are of the
highest level in the world. This has been possible thanks to a great vison and a key strategy
of product differentiation offering differentiators such as premium product mix, locations,
coffee beverages reputation and supreme customer service. Another crucial strategy for
Starbucks growth has been its international strategies of expanding into key developed
and emerging markets to geographically diversify, and it has been highly successful with
operation spanning 60 countries as portrayed in figure 2.3.
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In this section, we shall look at Starbucks financial performance through the breakdown of
the ratios based on the companys financial statements. (Table 2.5)
Source: All Financials used here are derived from Starbucks10-K Forms
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In the financial analysis of this period the following observations can be made:
The revenue growth of the company has experience a drop of -5.9% during the
2008/09 recession but from then on, Starbucks posted a healthy revenue growth of
from FY2010 to FY2013 with posting a great growth of 13.7% in FY2012 and
currently posted revenues $14.9 billion for FY2013.
The Companys operating income margins have increase substantially from 4.9%
in FY2008 to a high of 15% in FY2012.
Starbucks posted an operating loss in FY2013 and this resulted in a operating
margin of -2.2% for that year and the main reason for that is due to a litigation
charge of $2.8 billion to Kraft Foods for terminating an agreement with them. This
charges is treated as extraordinary event and therefore should be discounted from
the overall healthy operational performance of Starbucks.
Starbucks ROE and ROA have been impressive with 29.2% and 17.8% respectively
for FY2012.
Looking at Starbucks efficiency ratios, Starbucks has gained significant
operational efficiency with impressive asset and inventory turnover ratios with a
low of 1.51 and 5.4 respectively for FY2013.
It must be noted that the companys cash conversion cycle has increase to high 54.7
in FY2013, which is where Starbucks should concentrate on to reduce to attain
higher efficiency.
Starbucks boasts good financial health with low debt/leverage with a debt/equity
ratio of 0.29 for FY2013 and maintains decent current and quick ratios.
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In order to identify business activities that can create value and competitive advantage to
businesses the Value Chain Framework (figure:2.4) as proposed by Michael Porter is a
common tool.
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The authors have applied this framework to Starbucks activities as depicted in table 2.7
PRIMARY ACTIVITIES
Element Impact Measure Strength
(1-10) Weakness
Unroasted Arabica coffee beans are brought from
Inbound Asia, Africa and Latin America to the US and
logistics Europe in containers via sea. These are delivered to 10 Strength
Starbucks six regional distribution centers ranging
from 200,000 to 300,000 square feet in size.
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We analyse Starbuckss organizational design with the McKinseys 7-S Framework (table
2.8), looking at 7 key internal elements: strategy, structure, systems, shared values, style,
staff and skills, to identify if they are effectively aligned and allow organization to achieve
its objectives.
Table 2.8 Starbucks McKinseys 7-S Framework
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Through the group of exercises and frameworks the following summary can be made:
Starbucks strengths
They have a strong brand with excellent reputation and consumer loyalty.
Diverse product portfolio catering to all tastes and ages, including noncoffee
beverages and food items
Excellent customer service and the value of the Starbucks experience
Strong employee relationships
Economies of scale providing superior distribution networks and supplier power
Primlylocated retail stores
They have sufficient capital to meet their expenses.
Starbucks Weaknesses
The company pays 23% more for coffee than market prices
Saturation of the market diminishes longterm growth prospects
No monetary switching costs for consumers
Negative large corporation image
Potential limitations of international expansion due to cultural clashes with
American
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3. EXTERNAL ANALYSIS
For this analysis of the strategic environment the authors will engage in the use of the 9 basic
analytical tools suggested by Lynch (2015), illustrated in figure3.1.
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There are a few ways to look at the market size data over
time. Starting from a birds-eye-view, the landscape shows
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MARKET Market share of the leading coffee chains in the United Strength
SHARE States in 2016 show that Starbucks has the leading position
with 39.8%
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In the process of dividing a market into meaningful, relatively similar, and identifiable
segments or groups, Starbucks uses demographic segmentation (markets by age, gender,
income, ethnic background, and family life cycle) as well as geographic segmentation
(markets by region of a country or the world, market size, market density, or climate) and
psychographic segmentation, which can link with demographics as depicted in Table 3.3.
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There are indications that the phenomenal Starbucks rein and monopoly has ended and the
new era of coffee industry has begun (figure 3.1) Although Starbucks is still the mayor
player in the market, McDonalds and Dunkin Donuts are the sharks trying take over the
coffee business, which has resulted in Starbucks market shrink.
Many studies are showing that Starbucks competitors (Table 3.4) are becoming more and
more powerful since 2004:
Dunkin began selling premium coffee drinks, it was a direct attack on Starbucks.
In 2009, another front broke when McDonalds launched McCaf. A a game
changer and another direct attack on Starbucks.
Second Cup and Tim Hortons are also keeping up the race.
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Company Details
Dunkin Donuts
It was only in 1990s Dunkin shifted from the donut first to the
coffee first model.
In 2006, when Dunkin officially declared war against Starbucks.
Dunkin Donuts introduced new drinks, richer product line,
higher quality and a marketing strategy that changed a lot
because Starbucks mostly relied on Word of Mouth marketing,
while Dunkin chose the traditional advertisements, representing
itself as a brand for all-American consumers.
The focus of Dunkin was to become the-cost-effective
premium coffee seller, to offer the same quality product with
more reasonable prices.
Internationally, in 32 countries, Dunkin has been successfully
serving its customers and the rapid growth of Dunkin is a result
of its store consistency and franchises.
Highlight: In short, Dunkin is the best choice for price-conscious
customers. Most of Dunkin Donuts coffee consumers, are those who are
unhappy with Starbucks customer service and their stingy prices.
Rank: market contender
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Government Links Engagement with local state and federal governments. Opportunity
and Networks Provisions of expertise to regulators, Advocacy
through their government relations function.
Formal Co-operative Starbucks and PepsiCo, Inc have entered into an Opportunity
Linkages agreement for the marketing, sale and distribution of
Starbucks ready to drink (RTD) coffee and energy.
Partnership with multiple companies which promotes
sustainable green environment.
For this section we have applied Porters 5 forces framework (figure3.2), which is
conventionally used to identify whether new products, services or businesses have the
potential to be profitable. However, it can be very illuminating when used to understand
the balance of power in other situations.
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This Five Forces Analysis assumes that there are five important forces that determine
competitive power in a business situation. Table 3.6 illustrates this framework applied to
Starbucks company.
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Innovation
Digital experience- customers access to Starbucks music on
Spotify and the ability to influence in-store playlists.
Mail order and pay- Here is where customers can place order in
advance of their visit and pick up at chosen store.
Delivery- in 2015 Starbucks started delivery. This grew greatly so
much so they partnered Postmates to help with the orders. 5
Million transactions a month. Innovations, Y. (2017).
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The lifecycle of Starbucks shows the increase of their sales in relation to time or years. The
Company continues to expand the company by acquiring 16000 stores worldwide. Every
day it opens 2 stores worldwide. Almost 85% of its sales come from its stores. So it is
opening new stores at a breakneck pace.6 years ago it had just 1015 stores thats 400
fewer than it built last year alone. (Figure 3.4).
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Changeability
Predictability
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Resources needed to
produce a product in one
country may deplete while
the same resource may be
abundant in another
country.
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Through the exercises above the following opportunities and threats have been identified.
Starbucks Opportunities:
Starbucks has a strong market share of about 40%.
Starbucks has gone for market extension in beverage category.
Currently, Starbucks is operating 15,000 stores internationally.
Technological advancement can help Starbucks improve its services.
Starbucks Threats
The political, economic and weather conditions in some countries outside the
domestic market.
The rise in dairy prices can be a threat.
Starbucks must be careful of the emerging competition.
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A high degree of strategic fit entails a company with the benefits of extensive profitability and
potential yields. This analysis according to can rightfully be a vital influential factor over the
decision making and strategy selection process of a firm.
Fit Comments
New product development Yes With the record revenues of $11.7
generated in 2011, Starbuck possesses
sufficient amount of financial resources in
order to engage in new product
development in a successful manner
OPPORTUNITIES Increasing the level of Yes Starbucks possesses financial and human
operational efficiency resources to engage in research and
through technological development in order to increase the level
innovation of operational efficiency through
technological innovation
Increasing the range of Yes Necessary amount of expertise and
target customer segment resources are possessed by Starbucks so
that the range of target customer segment
can be increased
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STRENGTHS OPPORTUNITIES
1. Successful and popular products lines 1. High growth rates in emerging
2. Access to high-quality Arabica coffee markets (China, India, Brazil)
beans 2. High growth potential of the single-
3. Strong supply chain management serve coffee market
4. Strong intellectual property and R&D 3. High growth potential for flavored
capabilities coffee in the U.S.
5. Strong financial muscle 4. High growth potential for courtesy
6. Strong brand image coffee products
7. Strong customer service
8. Strong and reputable partners
9. Variety of flavours
WEAKNESSES THREATS
1. Overextension of product portfolio 1. High bargaining power of suppliers
2. High prices of products 2. Trademark infringements in emerging
3. Environmental issues markets
3. Increasing competition from local
competitors and new entrants in
emerging markets
4. Saturated market in developed
economies
5. Increasing price sensitivity of
Customers
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PART 2 RECOMMENDATIONS
Based on the strategic fit analysis and other evaluations, prescriptive and emergent options for
company to improve competitiveness are listed below:
Starbucks biggest growth has been in its International segment with the emerging
markets of Brazil, India, China, South Africa and Mexico offering significant
opportunities to serve more customers. The company has also made significant entrance
to the Chinese market therefor Starbucks should grow in these emerging markets
remaining relevant to the customer introducing local product mix and price points to the
needs, lifestyles and tastes of each individual market/community.
Starbucks has great growth opportunities in Tea and Fresh Juice products mix. The
Company should build up these products along the same line of their core coffee
products.
As consumer tastes and lifestyle shift towards more snacks and beverages options,
Starbucks should tailor its menus and expand to give more healthy product offerings in
its mix.
There have been wide variations in the market prices of high quality coffee beans and
Starbucks could alleviate this price volatility risky by implementing an effective
hedging strategy like future contracts to lock in their estimated quantity inputs at a low
swing price so that the future costs can be managed better.
The US market is saturated therefor Starbucks should focus on penetrating rural
markets.
The packaged coffee packets and iced beverage products sector has grown and
Starbucks should focus on building better relationships with big box retailers to get
premium shelf space and increase the efficiency of this distribution channel.
Starbucks invest very little in advertising and marketing initiatives due to the arrival of
larger competition from McDonald, Costa and Dunkin, Starbucks should make
significant investments in advertising and marketing initiatives in the face of increased
competition in the market.
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6.1 Scenario
The last decade has been a dynamic time for Coffee Shops globally, with consistent growth
and demand for modern caf experiences driving rapid innovation and growing
competition in the category all over the world. They are several factors to consider in the
actual market:
Coffee shops are the fastest growing restaurant category
Specialist coffee shops were the fastest growing major restaurant category in terms of
global sales, increasing 9.1% from 2014-2015 (Euromonitor, 2016). This growth was
reported to be consistent across all world regions, including those that are mature.
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The largest growth opportunities are being pointed out towards Asia
In this tendency, the reports lean to point the Asia Pacific as the area for the largest
sales increase in specialist coffee shops with a possible totalling of over US$3.7
billion dollars in new value growth from 2016-2020.
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7. RISK MANAGEMENT
For each of the stages they must be the analysis of common risk issues:
Forward-looking risk assessment: which risks is the project facing? What is the potential
cost of each of these risks? What are the potential consequences for the projects later
stages as a result of design choices made now?
Risk ownership: which stakeholders are involved and which risks should the different
stakeholders own? What risk-management issues do each of the stakeholders face, and
what contribution to risk mitigation can each of them make?
Risk-adjusted processes: what are the root causes of potential consequences, and through
which risk adjustments or new risk processes might they be mitigated by applying life-
cycle risk-management principles?
Risk governance: how can individual accountability and responsibility for risk assessment
and management be established and strengthened across all lines of Dfense?
Risk culture: Risk culture: what are the specific desired mind-sets and behaviours of all
stakeholders across the life cycle and how can these be ensured?
With more than 3100 stores across the country and the industry size of Rs 1700 crore, the
competition is quite intense with very less margin for error. As an example, Costa Coffee
which is world's second largest coffee retailer and has been in India for quite a few years,
has still not been able to find a strong footing and has about only 100 stores after all these
years of operation in the country.
Although the PESTEL analysis done on section 6.3 shows that India has a stable economy,
the economic slowdown of 2009 did hit the coffee retail sector majorly, according to reports
as with incomes and job securities going down, people did become cautious in nature.
(Srivastava, 2014). Industry experts believe while things have started to look up more
recently, consumer approach is still not back to what it was back in 2008. Figure 6.1
illustrates Starbucks risks in the Indian Market.
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8. STRATEGIC DIRECTION
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8.3. Acceptability
There is little to no risk involved with the method of internal development. Starbucks
Corporation has been grabbing new markets for over twenty years, and seems to have a
system put in place to ensure that all is done to achieve maximum success.
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mind. Free Internet access and inviting decor offer a more enticing option for those
looking for a place to read, relax or speak with friends. These factors dont seem to
be an issue for acceptability in India.
Quality
Starbucks has built a more premium brand that offers a more extensive menu and
more product customization, which is reinforced by writing each customer's name
on the side of his cup. The company offers a comfortable and quiet environment
with free wireless Internet access, encouraging customers to stay to socialize, work,
study, browse media or listen to music while consuming their Starbucks product.
Taken together, these factors form a more premium experience and command a
higher price point which could receive rsistance from the India costumers.
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These are developments indicate that Starbucks would not have any issue in the
acceptability to Ethics and Social Responsibility common to its functionality.
As Starbucks has been investing in technology adding mobile ordering, delivery and
partnerships with companies including Spotify and the New York Times to drive loyalty
among Starbucks customers and keep them coming back. Also the company recently
launched a revamped loyalty program and mobile app. This can prove positive to the Indian
market with over 300 million people having access to the internet, India is now the second
most connected nation in the world (after China). According to Techniasia (2016), the
country spent 169 minutes per day on their smartphones in 2015.
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lead to a Blue Ocean or not. But the search in this area should not be an issue for
acceptability in India that has a culture for innovations.
8.4 Feasibility
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cash from operations, and a free cash flow of $897.6 million according to the
companys annual statement (2016).
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over the past few years with consumers not eager to spend amid economic
uncertainly.
Competitors reaction: Starbucks biggest competitor in India is Caf
Coffee Day, owned by the holding company Coffee Day Enterprises Ltd, is
already the market leader when it comes to coffee in India. The self-
proclaimed pioneer of the cafe culture in India, it has more than 1,500
cafes in 200 cities and towns across the country, including 191 in Bangalore
and 185 in Delhi. Starbucks, meanwhile, has just 71. This has been a leap
from the number of outlets in 2014 (figure 8.1) Showing that its reaction
has been to invest in growth and market penetration.
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processing methods to improve the quality of the bean. The two companies
have already developed a coffee blend, Indian Espresso Roast, which
highlights the quality of Indian-grown coffee beans. The coffee blend is
highlighted as a signature locally-sourced blend at Starbucks' stores in
India.
Government approval: India tightly regulates foreign-owned retail chains.
Companies that sell only one brand of goods can own 51 percent of their
Indian operations while those that sell more than one brand cannot have any
foreign ownership. Policy makers have recently hinted that they might relax
the policies. Due to this Starbucks entered the Indian market through a joint
venture with Tata Coffee, which owns and operates coffee plantations and
is part of Indias largest business conglomerate. The Tata Group, has helped
Starbucks in numerous ways and the partnership will be positive for market
penetration.
Funds are not an issue as Starbucks has the money to invest in new markets. We
have the core competencies, people, and skills to develop a market penetration
strategy in India. The joint venture with Tata is one of the strongest points for
achieving the goals of the project. The key focus are on the experiences of these
first years in the Indias market which have been overall positive.
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9. INTERNAL DEVELOPMENT
Starbucks has consistently made Fortune list as one of the best Companies to work for, which quite
an achievement when it is observed that working conditions in the service and retail industry are
notoriously low paying with long hours Starbucks manages to offer benefits for part-time and full-
time employees as well as higher-than-average salaries for store managers. This is a core element
of Starbucks internal development and indicates the importance of leadership not only in the upper
management team but also throughout the organization. Starbucks must maintain these principles
adapting to the particularities of Indias workplace culture, However the new breed of young
Indian professionals is dynamic, in their ideas and their attitude at work. Workplaces thus adopt
the best practices of different worlds, and in the process, create a better working environment.
10. E-commerce
Mobile App
Starbucks has an app for Mobile Order and Pay that can be downloaded with both an iOS
run iPhone device or an Android device. This app allows you to order as if you were
physically at the counter ordering from a barista. The Company has already introduced the
Starbucks India mobile app across the country so users can pay for in-store purchases and
earn Stars through the loyalty program using their mobile device.
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Implementation according to Lynch (2015), as a strategic key principal Implementation covers the
activities required for an organization to put its strategies into practice.
The basic implementation programme for the Market penetration project proposed would be an
Incremental implementation program that will function accordingly to Starbucks organisational
design that has been implemented in all the companys projects aligned to the vision and mission.
ENVIRONMENT India has become Starbucks fastest-growing market since the first
cafe opened in 2012 in a partnership with Tata Global.
Since then, the chain has expanded to 84 locations across six cities
there.
The market penetration plan will place India among its five largest
market in 5 years.
Starbucks at the end of the 5-year period will be the leader in coffee
retail business in India
RESOURCES Starbucks partnership with Tata is key to the development of the
project due to its knowledge of Indias market and culture.
Starbucks will continue with the training systems that have been
successful in other markets.
Starbucks international reputation is also a key factor.
PURPOSE To become the number 1 coffee retail company in India.
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TARGET Starbucks primary target market is men and women aged 25 to 40.
CUSTOMERS Young Adults 20-24
DISTRIBUTION The Product would be distributed with the common store strategies
Used in Starbucks venues.
Define
Design it
Do it
Deliver it
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sourcehttp://the-happy-
manager.com/articles/project-management-
model/
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