Starbucks India Essay Example

Starbucks India Essay Example Starbucks India Essay Starbucks India Essay Cataracts Is one of the most admired International coffee brands. As Indian economy is growing, Cataracts has sensed business opportunities and has entered through a Joint venture with Data Global Beverages and worked to create best business in India. Business Strategy To Generate Best Business In India: Cataracts is selecting strategy in a systematic manner by opening stores only in prominent locations to attract more consumers and starting with the small business to create best business in India. Giving customers a high quality coffee experience along with comfortable and spacious facility where they could spend their time with rinds and family. According to a research report on coffee chain, Very few of Indian consumers order a beverage to take away with them. Most consumers spend about 45 minutes in a cafe ©, using it as a spot to meet friends and relatives. Target Customers: Cataracts has higher prices as compared to other Coffee shops. As said by a customer (a college students We normally go 3-4 times during a week in coffee shops. Thats why we prefer to go to CDC than Cataracts. But if we have to go once in a month, we might go to Cataracts. Cataracts attracts mostly high class and foreign customers. Very few college students or youngsters go to Cataracts. Promotion And Advertising Strategy To Generate Best Business In India: Cataracts has adopted a unique sampling strategy for the publicity of Its product by distributing free coffee In small cups in front of their outlet to generate best business. Normally coffee is distributed during peak hours, such as during lunch hours. According to a server in Cataracts, We distribute free coffee to make consumers aware of our taste. Normally it is distributed when we have some new coffee. But since we are new in India, we are distributing all the coffees. In summers, we distribute cold coffee and in winters, we distribute hot coffee. Cataracts believe In word of mouth publicity. They believe that a satisfied and happy customer could be the best source of publicity and this could help in generating best business in India. Product Mix: Cataracts offer wide variety of products to Its customers. Ready to eat Items offered by Cataracts can be classified into 2 categories: Drinks: They serve 100 per cent Arabian coffee. All the drinks are prepared in top quality. This is one of the main reasons to create best business in India_ It can be further classified Into 3 sub- disagrees: 1 . Espresso Beverages (Hot or Iced) 2. Production Blended Beverages 3. Non-Coffee Beverages Each category has about 8 to 10 different varieties. Each product is offered to customers In 3 different sizes- short, tall and grand having different prices. Customers also have the option of adding special syrup or shot in their drinks. All the products are served In high quality cleaned and designer cups and glasses. They also have different types of sugars, such as brown sugar, no sugar and regular sugar for different customers. Food: All the food items were of high quality. But they have very less variety in food items which goes up to 6-7 items. Food items include delicious world-class coffee beans. They also sell different varieties of chocolates. Customers could also purchase world-class coffee cups, designer glasses and tea flasks from Cataracts. This business is another source of revenue for Cataracts. Pricing Strategy To Generate Best Business In India: Cataracts do not employ any discount strategy to attract customers. They have positioned themselves in high price segment. All the items in Cataracts are 30-40 per cent costly, if compared from other coffee shops. They believe in providing top quality and service at high prices. Ambiance of Cataracts can be rated highest if compared it to other coffee shops. They change their ambiance with the change in season. This is the main contributor which generates best business in India. They have different ambiance in summer and in winter. Each store is designed specifically. For example, the store in Consonant Place, New Delhi has ropes and carpets on the wall with the pictures of Indian spices. This look makes it very soothing for the eye. Sofas and chairs were very comfortable with enough space to sit. Outlets are so spacious that we could easily walk and move. This was complemented by the soft music soothing to ears. When I visited the store, there were lot of customers in the store, but the place didnt seem crowded because of vast available store space. Stores are designed to give customers a unique experience in Cataracts. They aim to provide world-class facilities to its customers. Cataracts has also emerged as a meeting place for businessmen and entrepreneurs. Attitude often Staff: Staff was very helpful and polite. They were good in communications and in etiquette. There was one dedicated person to help customers find their place. Also there was one extra person at the counter to help customers choose their drink. Behavior of the manager towards employee was also good. Even once, I saw manager picking leftover plates. This reflects their courteousness and good culture. All these factors increase customer loyalty which generates best business opportunities in India. Cataracts also replaces the drink of a customer free of cost, when a customer after tasting his drink finds it not suitable for himself. This sends a positive message towards Cataracts. Prepaid Card Cataracts also offers customers the facility of prepaid card. In which customers can fill any amount and then they can use this card for paying their bills. This card saves customer every time from carrying cash or their debit/credit cards. Recommendations For Generating Best Business In India 1 . They have either one or two stores in a city. Customers have to travel a lot, if they want to have coffee from Cataracts. Instead of traveling, many customers choose to go to other nearby coffee shop. So Cataracts should focus on increasing the number of outlets. This will further help them to generate best business in India. 2. Cataracts should try to give personal attention to each customer to generate best business in India. Cataracts has mostly high class customers and giving them personal attention will increase brand loyalty. 3. To attract more youths, Cataracts should decrease their price. 4. Cataracts has always adopted social media marketing strategy, but in India people are less attached to internet as compared to US and I-J. Therefore Cataracts consumers. 5. Shattuck further needs to identify business opportunities to increase their market share in India.