1. Presented By:
Hemant Lamba
Division – B, Roll No. 22
Batch (2013 – 2015)

2. Coffee Kiosk Market
Segmentation India Global
Branded Outlets 1700+ Countless
Major players
Café Coffee Day - 1440+
Barista - 200+
Costa Coffee - 100+
(Planning to open 200more stores
by 2015)
Gloria Jean's - 15+
Starbucks - 21000+
Costa Coffee - 1700+
Dunkin Donuts - 10000+
The Coffee Bean - 900+
Caribou Coffee - 550+
Projected Growth Rate 25% - 30% 7% - 10%
Total Available Market Approx. $250Mn Approx. $42.6Bn
General Data
6th largest producer of coffee
4% of the world coffee production
Starbucks is the world's market
leader with 32.6% market share
Coffee Kiosk

3. Comparative Analysis
Brand Coffee Taste
Other Drinks
and Eatables
Ambience/
Atmosphere
Deserts Service
Market
Reach
Delivery of
Products
Value for Money
Overall
Satisfaction
Café Coffee Day 4 3.5 3.5 3.5 3.5 5 4 3.5 3.5
Barista Lavazza 3.5 4 4.5 4.5 4.5 2.5 4 3 4.5
Costa Coffee 3 3 2.5 3 3.5 3 4 2.5 3
Tata Starbucks 4.5 5 4 4 4 1 4 2 4
Comparative Analysis (Out of 5)
Competitive Advantage for Tata Starbucks:
 Strong brand image
 Largest coffee house in the world
 Starbucks has joined hands with Tata Global Beverages which is a leading company in India and hence the
venture may prove successful
 Specialized in making high quality coffee and other beverages
Source

4. Comparative Analysis
High Price
Low Price
Poor Quality Rich Quality

5. Business Overview & Strategy
Overview:
 Growing coffee house market at the rate of 25 – 30 %
 Huge Opportunity - Number of coffee outlets are estimated to grow to 5000 in next 4 years
 Increasing TAM/SAM (Total Available Market / Served Available Market)
Key Take Away Points:
 CCD is the market leader in India due to its wide network and reasonable pricing strategy
 In the Indian market, CCD will be Tata Starbucks’ major competitor
 However, Tata Starbucks will also have to be careful against Costa coffee as they are adding up more
number of outlets in India
 Pune will be the right choice of city as we have large chunk of young crowd here
 Keep competitive prices to start with as we have more college-going crowd in Pune
 Prices should be at least 30% lower than in USA

6. Conclusion
 This deal might be beneficial for both the companies
 India is the right market to target due to growing living standard to people
 Understanding of Indian market can be brought in well for Starbucks by joining hands with Tata Global
Beverages
 If Tata Starbucks can adapt the peculiarity of Indian market then coffee may soon become new drink of India
 Arabica-centric taste of the coffee should prevail in the Indian market well
 Entry of Tata Starbucks into Indian market has already excited a large chuck of population which is
advantageous for the brand

7. Thank You

8.  https://www.google.co.in/search?q=starbucks+a+tata+alliance&source=lnms&tbm=isch&sa=X&ei=KJXvUevNA
dHprQeRtIDIBQ&ved=0CAkQ_AUoAQ&biw=1366&bih=653
 http://www.hindustantimes.com/business-news/Features/Starbucks-come-lately/Article1-813900.aspx
 http://articles.economictimes.indiatimes.com/2012-10-19/news/34584301_1_technopak-share-cafe-market
 http://mism-mgmt-4117-team-6.wikidot.com/competitive-analysis
 http://www.canstarblue.co.nz/food-drink/coffee-shop-chains/
 http://www.iipmthinktank.com/functions/marketing/compartive.pdf
 http://www.slideshare.net/khansahim/final-ppt-oncoffeecasestudy
Bibliography