SWOT ANALYSIS, BCG MATRIX AND MARKETING MIX OF STARBUCKS

1. STARBUCKS IN INDIA
HARSHIT JAIN 1RV12CV016
PRATIK SINGH 1RV12CV045

2. OVERVIEW
 Starbucks is a world renowned specialty
Coffee Maker.
 It roasts, markets and retails specialty
coffee.
 It offers blends of coffee, hand crafted
beverages, merchandise, readymade
drinks, food items and Starbucks ice
cream.
 In India, it markets all of its products
under the flagship of Starbucks
Corporation and TATA Global Beverages.

3. HISTORY
 The first Starbucks location opened in
1971 in Seattle, Washington.
 Starbucks has a 50-50 joint venture with
TATA Alliance in India.
 It opened its first store in India on 19th
October, 2012 in Mumbai.
 An investment of Rs. 400 Crores was
made by TATA in 2013 to increase the
no. of outlets to 50 by the end of the
year.
 CEO of the Joint Venture: Miss Avani
Davda.

4. MISSION
 “To inspire and nurture the human
spirit one person, one cup, and one
neighborhood at a time.”
 Establish Starbucks as a premier
provider of the finest Coffee in the
world.
 It provides a human connection with
the employees.
 It creates stores where customers feel
comfortable.
 It takes responsibility in each

5. MARKETING MIX OF
STARBUCKS
4 P’s 4C’s
PRODUCT CUSTOMER
SOLUTION
PRICE CUSTOMER COST
PLACE CONVENIENCE
PROMOTION COMMUNICATION

6. MARKETING MIX OF STARBUCKS
PRODUCT
FEATURES
Brewed Coffee
VARIETY
Cappuccino, Caramel
cappuccino, tea
QUALITY
Fresh Product
DESIGN
Attractive, descent, Convenient
PACKAGING
Attractive, easy to handle
SERVICES
Just in time, ready to drink, fair
trade policy.

7. MARKETING MIX OF
STARBUCKS
PRICE
 Starbucks offers all of its
products at a premium
price.
 Products range from Rs.
95-250.
 In case of food items,
Starbucks is more
expensive when
compared to other quick
service restaurants.

8. MARKETING MIX
OF STARBUCKS
PLACE
 Higher income
group locations.
 Airports, Malls,
Well known areas.
 Located in high-
traffic, high
visibility locations,
focusing on
pedestrian
consumers.

9. MARKETING MIX OF STARBUCKS
PROMOTION
 Social Media
Campaign- Viral
videos.
 Store Decoration.
 Issuing Gift Cards to
Customers.
 Events: Public
Performances.
 Green Initiative.
 Philanthropic

10. BCG MATRIX OF STARBUCKS
 International Brand.
 Joint Venture with TATA
Alliance.
 Newly entered in India.
 Customer Loyalty
 Brand Loyalty
COW
 Less stores are currently
present.
 Huge number of
competitors.
MARKETGROWTHRATE
RELATIVE MARKET SHARE
STAR
DOG
?
HIGH
LOW
LOWHIGH

11. STRENGTHS
 High quality of products.
 Extensive range of staff benefits
contributes to employee morale.
 Effective utilization of information
technology.
 Strategic relationships with suppliers.

12. WEAKNESSES
 High employee turnover.
 Higher prices.
 Over-saturation of markets.
 Tall management structure.

13. OPPORTUNITIES
 International market expansion.
 Innovate products and services.
 Increasing the product ranges.
 Localization of the stores.

14. THREATS
 Intense competition.
 Frequent changes in the market
trends.
 Better values offered by local cafes
organizations.
 Joint venture model.

15. SUCCESS FORMULA
 Motivated employees & superior
customer service is the key success
factor of Starbucks.
 Starbucks focuses on recruiting and
developing right people.
 Attractive compensation policies.

16. Growth in India
With 50 stores in four cities (in 17
months) and nearly 1,000 partners,
India is the fastest growing market
in Starbucks history. Tata Starbucks
currently has presence in Mumbai,
Delhi, Pune and Bangalore and has its
coffee plantations in the Kodagu area of
Karnataka.

17. Price Brand
Quality
Convenienc
e
location
Variety
Reputation
ustomization
Online
user
lowhigh

18. REFERENCES
 STARBUCKS PRESS RELEASE on
The Economic Times dated 4th
February, 2012.
 OFFICIAL WEBSITE:
www.starbucks.in/about-us
www.starbucks.in/responsibility
 Starbucks Newsroom:
Bangalore Store, dated 22/11/2013