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Tata starbucks - Orbit activity (1).pptx. Jaipur

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Tata starbucks - Orbit activity (1).pptx. Jaipur

  1. 1. International School of Informatics & Management IIS(Deemed to be university) Jaipur By : Vinita Choudhary Shweta Sharma Radhika Modi Jhanvi Rungta Uday Poddar Jay Kumar Mishra
  2. 2. Joint Venture The Joint Venture is a 50:50 partnership between both the companies.
  3. 3. Tata consumer products • The fast-moving consumer goods company with its corporate headquarters in Mumbai. • It was founded in 1962, Kolkata, India. • It is the world's second-largest manufacturer and distributor of tea and a major producer of coffee. • Pushing boundaries and aiming for better every day for all our stakeholders
  4. 4. Starbucks • It is an American international coffee house and roastery reserve chain. • It is based in Seatle , Washington and was founded in 1971. • It owns and operates as a chain of coffee that sells salads, sandwiches, yogurts and fruits. • It also licenses its trademarks through licensed outlets, grocery and food service accounts and other networks.
  5. 5. • It is a joint venture between Starbucks and Tata consumer products. • First store opened in India was in 2012. • In 2007, Starbucks planned to enter the Indian Market with the partnership with Kishore Biyani's Future Group but it failed. • It opened its store in Jaipur on 23 august, 2021. Page 04 of 15 CEO SUSHANT DASH Tata Starbucks
  6. 6. Why Starbucks choose Tata? • Tata owns a biggest cafe chains and higher number of properties in India. • They share common values of business ethics and commitments to community. • They were trustworthy to them. • The knowledge and understanding of an Indian market can be brought by TATA.
  7. 7. Objectives of Joining companies behind the alliance Tata Consumer Products: • Starbucks will help Tata by providing new technologies for the promotion of agronomy practices. • This will allow Tata to provide roast coffee beans to Starbucks in India. • To tap huge emerging market in India. • To have access to the high quality Arabica coffee. Starbucks:
  8. 8. Road till now Starbucks operates 252outlets in 28cities of India.
  9. 9. How Starbucks successfully entered into Indian market? • Experimentation and Innovation: Starbucks always seeks innovative ideas for presenting, roasting and preservation. The company took the initiative solely depends upon to keep on experimenting with making Starbucks a great store. • Customer relationship: Instead of focusing on building up relations with new customers, Starbucks focused on existing relationships with customers, ensuring more fan following.
  10. 10. Cont... • Building a solid social media network: Their main strategy was focused on sharing posts on Facebook, Instagram, Pinterest, Twitter, also they keep promoting their brand with visibility. • Economic resources: Starbucks expects India as its top 5 market; due to its immense financial support, Starbucks has an advantage of investments, market opportunities and expansion activities.
  11. 11. Starbucks strategic priorities • Strategic priority 1- Shifting from single-use reusable packaging. • Strategic priority 2– Investing in innovative and regenerative agricultural practices, reforestation and water replenishment in Starbucks supply chain. • Strategic priority 3 –Expanding plant-based options, migrating toward a more environmentally friendly menu. • Strategic priority 4 - Innovating to develop more eco-friendly stores, operations, manufacturing and delivery.
  12. 12. Starbucks coffee purchasing strategy • Building relationship with farmers, checking on agricultural conditions. • Searching out varieties and sources that would meet Starbuck's standards. • Using fixed-price purchase commitment and purchasing coffee future contracts. • Purchasing and marketing fair trade certified coffee.
  13. 13. Pricing strategy • Starbucks believes in value-based pricing,it sells a coffee experience rather than just a cup of coffee. • The experience is enhanced by the decor of its coffee stores, the music played to relax you, and the type of product it sells. • Starbucks implemented a Premium pricing strategy.
  14. 14. Significant marketing strategies • Usage of social media • loyalty programs • Strategic alliances • In-store Marketing • Mobile App • Social Responsibility
  15. 15. Internal Environmental variables • Strong brand image • Strong financial performance • Extensive international supply chain • Quality, Taste and Standardization • Strong loyalty program • Gender Neutral Restrooms (To protect LGBT community against discrimination) • High price • Procurement practices • Imitability of products Strong variables Weak variables
  16. 16. Political Technological External variables • Employment law –pressure to increase the minimum wage • Pressure to strengthen environmental regulation. • New product development, including flavored coffees and improved decaffeinated coffee for those concerned about the caffeine content. Legal issues • Tax evasion scandal – this has legal implications for the company and damages the corporate reputation. Environmental • Biodegradable packaging is key to reducing waste. • Organic production of coffee is also on the rise due to consumer demand for naturally produced goods
  17. 17. Starbucks taken a glorious initiative by opening 2 outlets in India which led by only female staff. And also target to double it by the end of the year. Empowering Girls and Young Women program
  18. 18. Why customer choose Starbucks ?  Whatever you're in the mood for, Starbucks has you covered  Starbucks is the answer to sleep deprivation Starbucks is the best place to study They have a rewards system It completes every outfit You always have something to look forward to It makes you happy
  19. 19. Starbucks competitors
  20. 20. How Does Starbucks Differentiate Itself From Competitors? Starbucks differentiates itself by creating a "third home" value proposition. In addition to home and work, the company strives to have a welcoming, warm location for customers to consume their products. Alternatively, competitors like McDonald's and Dunkin' Donuts strive for lower prices for goods more likely to be consumed offsite.
  21. 21. Conclusion Starbucks has been a worldwide purveyor of the finest coffee and has established itself as the most employee-valued company while still retaining its uncompromising standards and values for its customers. The company’s global recognition is based on the strategies put in place and the models used in its business processes.
  22. 22. Bibliography • Internal and external factors affecting Starbucks (ukessays.com) • Starbucks Investor Funding Elevator Pitch Deck Ppt Template | Presentation Graphics | Presentation PowerPoint Example | Slide Templates (slideteam.net) • Tata Consumer Products – Wikipedia • Tata Starbucks India (slideshare.net) • 6 Successful Marketing Strategies of Starbucks - IIM SKILLS • Dashboard | Tata Starbucks • Tata Consumer Products
  23. 23. Thank you!

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