Marketing Project Proposal Essay

Can Starbucks pose a threat to Caf Coffee sidereal day India? A lot is happening over umberIntroduction Starbucks is the worlds largest coffee house and it has already formal itself in the Asian economies of China and Japan. Its recent move to enter into the Indian molarcontinent is seen as its market strategy to capture market share in one of the largest emerging economies in the world. CCD, being the undisputed player in the coffee market (with approx. 60% market share) in India, is a well established brand. Objective To analyse whether Starbucks can pose a threat to the established dominant brand CCD in India. Current ScenarioThe coffee chain market in India is more than Rs.1000 crores and is growing at 30% Y-o-Y. Cafe Coffee Day is the biggest coffee chain in India. It has 1550 outlets scattered around Tier-1 and Tier-2 cities in India.1Starbucks entered the Indian market in 2011 with a JV with Tata Global Beverages and currently operates from 40 stores across India and is fa st acquiring the high end customer segment.2 Methodology of analysis a) 5C framework for Starbucksa. Understand the positioning and goals and objectives of Starbucks and CCD b. Understanding the threat that Starbucks pose to CCD and predict in store(predicate) initiatives of each. c. Analyse the market structure, motivation, distribution channels and income level of customers. d. Climate Indian coffee consumption market andb) Determine the POP and the POD between Starbucks and CCDc) deformity StrategyFrameworksi) Bull eyeii) Color wheelpageiii) Brand Resonance Modeliv) Specific to Starbucks- Ansoffs growth Matrix for strategy of starbucks