Marketing Project Proposal Essay

Can Starbucks pose a threat to Caf java Day India? A lot is happening over java presentment Starbucks is the worlds largest coffee house and it has already established itself in the Asian economies of China and Japan. Its recent move to enter into the Indian hero sandwichcontinent is seen as its grocery strategy to capture market tract in one of the largest emerging economies in the world. CCD, being the undisputed shammer 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 broken 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 fast acquiring the gamey end customer segment.2 Methodology of analysis a) 5C framework for Starbucksa. Understand the side and goals and objectives of Starbucks and CCD b. Understanding the threat that Starbucks pose to CCD and predict future initiatives of each. c. Analyse the market structure, motivation, distribution channels and income level of customers. d. Climate Indian coffee outlay market andb) Determine the POP and the POD between Starbucks and CCDc) Brand dodgeFrameworksi) Bull eyeii) Color wheelpageiii) Brand Resonance Modeliv) ad hoc to Starbucks- Ansoffs growth Matrix for strategy of starbucks