...Business Research for entry of Global Specialty Coffee Chains in Indian Market Submitted to Dr. Arun Abraham Elias BRM RESEARCH PROPOSAL by Abhishek Rehan PGP16/301 Email id: abhishekr16@iimk.ac.in 2/28/2013 CONTENTS ABSTRACT……………………………………………………………………………………….3 INTRODUCTION………………………………………………………………………………...4 PROBLEM STRUCTURING…………………………………………………………………….5 STAKEHOLDER MAP…………………………………………………………………………..7 LITERATURE REVIEW…………………………………………………………………………8 RESEARCH OBJECTIVES AND RESEARCH QUESTIONS………………………………...10 PROPOSED METHODOLOGY AND METHODS…………………………….………………11 SIGNIFICANCE OF STUDY…………………………………………………….……………..12 LIMITATIONS OF STUDY…………………………………………………………………….13 REFERENCE…………………………………………………………………………………….14 2 ABSTRACT India has witnessed a rapid social and cultural transformation in the past decade, mostly due to substantial western influence in every sphere of life. Coffee not only evolved from a mere commodity to a competing brand across companies, but there also has been a significant shift in its consumption pattern. Consumption of coffee at a coffee chain has grown at a rapid pace and has almost outgrown the consumption in our living rooms. Global giants like Barista and Costa Coffee have opened up retail outlets in India, though the café market is mostly dominated by Café Coffee Day in India. Through this research, I would try to evaluate the industry attractiveness of a new global coffee chain trying to enter Indian market and set up outlets here. In order...
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...TITLE PAGE Business Environment Assignment (2015) – (Y/601/0546) * A Qualitative Business Analysis of Two Different Organisations: - (Waltham Forest College: Public Sector and Costa Coffee: Private Business Sector). * This Process Involved Assessing the Influence of Stakeholders and the Relationship Between Businesses and The Local, National and Global Market Environments. CONTENTS LIST PAGE Introduction 3 Literature Review 4 Overview: Critical Review 6 Methodology 7 Investigations/Findings 8-19 Conclusions 20 Recommendations 21 Bibliography/References 22 Appendices 24 1.1 INTRODUCTION This report is a qualitative analytical assessment (Easterby-Smith et al 1991) by the author on behalf of Charles Hunt Investments concerning two contrasting organisational types. The first entity is Waltham Forest College, which is an expanding UK public sector college. The other company is Costa Coffee – a successful UK based and international coffee chain which provides high quality food and beverages service to UK and overseas clients. The aim of this report is to investigate and qualify how Charles Hunt Investments can raise financial resources from (for) clients such as the above mentioned and examine ways, on a long term basis how to secure the best dividends (tangible and intangible benefits) for its stakeholders (Kotler, 1997). A further aim of this qualitative study...
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...Study on Competitive Advantages of Starbucks Surfers’ Paradise Coffee Shop ZHANG Zhenjia[a],* [a] School of Tourism and Geographical Science, Shenyang University, Shenyang, Liaoning, China. * Corresponding author. Received 25 May 2012; accepted 9 September 2012 Abstract This study is conducted to give a clear picture of the competitive advantage of the Starbucks Surfers’ Paradise coffee shop. With this purpose as the direction, a thorough marketing research is conducted. According to results of the research, a conclusion of the competitive advantages of the shop is achieved based on the analysis of its marketing mix and positioning. Generally speaking, the Starbucks Surfers’ Paradise coffee shop’s convenient location, guaranteed high quality of both coffee and service, and the Starbucks brand itself give it assurance of success. Key words: Competitive advantages; Starbucks; Marketing mix ZHANG Zhenjia (2012). Study on Competitive Advantages of Starbucks Surfers’ Paradise Coffee Shop. Management Science and Engineering, 6 (3), 16-21. Available from http://www.cscanada.net/index.php/mse/article/ view/j.mse.1913035X20120603.1788 DOI: http://dx.doi.org/10.3968/ j.mse.1913035X20120603.1788 marketing theories including marketing mix, positioning, competitive advantages and the interrelationship among them. Further, on the base of the literature review, the essay analyzes the specific situations of the shop in question from two aspects of marketing mix and positioning...
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...Department of English at Ming Chuan University who herein her expertise and always provide support and opinion for our study at the leisure time, and with her professional skill and experience shared for us. Her valuable suggestions helped all of us to apply and comprehend the theories and help us to get more details for our paper. Starbucks is the top to become the most famous coffee chain store in the minds of customers. These researchers attempt to find out why Starbucks has been able to gain a lead in coffee chains. This research aims at verifying that the experiential marketing is not only a theory, but a practical strategy which can help an international coffee chain stabilize the repurchasing rate of customers and reach operational success. Table of contexts Abstract…………………………………………………………………………….......1 Chapter One: Introduction 1.1 Background…………………………………………………………………….3 1.2 Motivation……………………………………………………………………...4 1.3 Purpose of This Study………………………………………………………….5 1.4 Value of This Study……………………………………………………………6 Chapter Two: Literatures review 2.1Coffee Chains…………………………………………………………………..7 2.2Marketing Strategies…………………………………………………………....7 2.3Customer Relationship Management…………………………………………...8 2.4Schmitt’s 5-Stages Experiential Marketing Strategy…………………………...8 2.5 Consumer Behaviors Analysis……………………………………………........14 2.6 Customer Satisfaction………………………………………………………….15 2.7 Customer Loyalty……………………………………………………………...
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...Proforma Proposal Supervisor: Miss Lynda Lutwyche Title of Project: Impact of Consumer’s perception, behavior and response towards Costa Coffee Background and justification: There are many coffee shops in the market. Thus, many companies are emphasizing the importance of brand awareness and understanding consumer preference. There is a need to study about whether the consumer’s perception, behavior and response have any impact on Costa Coffee. Research Question: What is the perception of consumer towards the Costa Coffee brand name? ; What are the advantages if these perceptions of consumer are good? Objectives: To critically review literature on Costa Coffee ; To identify the typical consumers of Costa Coffee ; To ascertain the perspective of consumers’ buying behaviors and attitudes ; To estimate purchase intention of consumers ; To understand the satisfaction levels of consumers ; To assess the aspects of Costa Coffee that consumers would seek to improve. Key Literature Sources: There are additional literatures inserted in this research. 4.1 Purchase Intention Purchase intention means the probability that consumers attempt to buy a product or service in future and make repetition purchases, or defined by buying process, means the intensity of product reference consumers perceive between making the purchase evaluation and the actual purchase behavior. (Halim, 2005) There are certain variables that can be used to measure consumer purchase intention. (Laroche, 1996)...
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...Coffee market in china Insert name Institution affiliation Abstract This research paper aims to explore coffee market in China. It will focus on finding the quantitative analysis, consumption patterns, and development of the market relations to that of average income. It will utilize data of both urban and rural areas because of the distinct consumption patterns, show the development analysis and potential markets through supply constrain approach and regression analysis. Coffee in china is more of a habit. People drink it to feel good and not out of necessity. Coffee culture in China appeals to the adventurous, young, affluent, urban consumers in cities like Guangzhou, Beijing, and Shanghai. The paper will look at the consumption patterns and its demand that looks more of a successful lifestyle and culture of the western people. Out from the traditional tea- drinking country, China seems to become one of the largest coffee consumption countries in future (Bantiwalu & Demisse, 2010). Keywords: Coffee market, Quantitative analysis, Coffee consumption patterns, Average income, Regression analysis, Chinese potential market for coffee Introduction Coffee has enormous economic, social, and environmental importance in China. Most especially the Ethiopian coffee grows demand to the Chinese potential markets. Ethiopia continues to produce quality coffee reaching to international markets, like China. People around the world, drink up to a total of 7.4 billion cups of...
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...REVIEW OF RELATED LITERATURE AND STUDIES This chapter deals with the different literature and studies base on different sources to provide the better understanding of how Personalized Sales and Inventory System works and give a brief theoretical background. Review of Related Literature phpMyAdmin According to Gralla (2011) phpMyAdmin is the one of the most popular tools for MySQL database administration. A major reason for this is its portability--phpMyAdmin runs in a Web browser, so you can access it from almost any computer. The program is also robust; phpMyAdmin has enough functionality that you can probably create and run a Web site without knowing any SQL. Being free and open-source never hurt anybody, either. For these reasons, most hosting sites include phpMyAdmin in their control panel as the default MySQL administration tool. phpMyAdmin has some nice extras, such as importing and exporting Excel, OpenDocument, and XML files, and a tool that generates a PDF image of your database schema. Visual Basic According to Laud (2012) Visual Basic is a programming language and integrated development environment (IDE). It derives from the much older BASIC programming language, and so is considered a useful and relatively easy programming language for the beginner to learn. Visual Basic (VB) is now integrated into many different software applications and also web applications. Visual Basic was developed to be easy to learn, with a quick learning curve and a diverse scope...
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...National Economics University International Bachelor Degree Project Report Marketing Mix 4PS Analysis of The coffee bean and tea leaf in Hanoi Hanoi, August, 2015 Table of Contents Table of Contents 2 Table of Figures 3 ACKNOWLEDGEMENT 4 I. Introduction 5 1. Background 5 2. Rationale 5 3. Research questions 5 4. Research methods 6 II. Literature review 7 1. The coffee bean and tea leaf 7 2. Marketing mix 4Ps 8 III. Major finding 10 1. Product 10 2. Price 13 3. Place 15 4. Promotion 16 IV. Conclusion 19 Appendix 20 1. References 20 2. Questionnaire 20 Table of Figures Figure 1 Customers' opinion about the choice in menu 10 Figure 2 The Coffee bean and tea leaf food 11 Figure 3 The frequency of using extra foods and cakes 12 Figure 4 The average of price 13 Figure 5 Customers' attitude about price 14 Figure 6 The most popular The coffee bean and tea leaf in Hanoi 15 Figure 7 The reasons making customers chose each coffee shop 16 Figure 8 The ways people know about the coffee bean and tea leaf 17 Figure 9 Sales promotion strategy 18 ACKNOWLEDGEMENT In this assignment, I was given help and suggestion from a lot of people. Firstly, I would like to give my special gratitude to our instructor – M.s Pham Phuong Lan for providing me many suggestions...
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...The Coffee Shop: Social and Physical factors Influencing Place Attachment Lisa Waxman, Ph.D., Florida State University aBstract This study explored the characteristics that encourage gathering behavior and contribute to place attachment in selected coffee shops in the context of literature suggesting social gathering places contribute to social capital. These gathering places, with the potential to enhance community in this manner, have been called third places. The study was qualitative in nature and included the research techniques of visual documentation, observation and behavioral mapping, interview, and survey. A transactional approach to this study was chosen to better understand the meaning of the person-environment relationship. Each coffee shop was observed for twenty-five hours for a total of seventy-five hours. Eighteen interviews were conducted and surveys were collected from 94 patrons to reveal patron attitudes toward the physical and social aspects of the coffee shop as well as their feelings regarding the community in which they live. The key findings regarding the physical characteristics showed the top five design considerations included: cleanliness, appealing aroma, adequate lighting, comfortable furniture, and a view to the outside. A number of themes emerged related to people, their activities, and their feelings and attitudes regarding the coffee shop. Each coffee shop was found to have a unique social climate and culture related to sense of belonging...
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...with his usage and habit patterns. The Indian consumer, is therefore very difficult to understand and very difficult to predict. Tea and Coffee are the favourite drink in India especially tea. A quiet cafe revolution is sweeping urban India with the explosion of coffee bars. That is bad news for tea - still the favourite brew for a majority of Indians -which has been losing out to coffee in recent years. India is one of the world's largest exporters of tea and one of its biggest consumers. However, it is coffee drinking which is increasingly becoming a statement of young and upwardly mobile Indians. Moreover, coffee bars, an unheard of concept until a couple of years ago, are suddenly big business. Coffee is slowly but surely substituting tea. There is also rise in the consumption of coffee. The specialty coffee movement has gained much of its momentum through the efforts of companies like Barista, Café Coffee Day and Starbucks. Coffee shops in India were pioneered by Barista coffee house followed by Café Coffee Day and Barista was opened in India in 1999. In India CAFÉ COFFEE DAY and BARISTA are the most popular and well-known cafés. The college crowd rates them as one of the coolest hangouts. These companies sell similar product but their positioning and target audience are very different from each other. These players not only sell coffee and tea but also food and other merchandise items. Despite of serving to different audience, these players compete with themselves. Each...
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...Starting and Naming a Business Betty, a Christian individual, is considering the option to open a Christian coffeehouse. Her husband will help fund the business, however; he has no desire to participate in the running of the business. Betty’s sister, who is also Christian would like to have a part in the business, however; she and her husband do not see eye to eye on this matter and wants her to have no part of it. Erma, Betty’s non-Christian neighbor is also interested in helping with the business and feels that the “Christian thing” is the way to go. Betty has decisions to make as to whom will be involved in this venture with her, how much control will placed to whom and how she will go about starting the business. She will have to weigh her pros and cons for the types of business forms available to her to determine which one is the best fit for her. She will also need to determine the amount of the contribution her husband is willing to make as this will help her make a determination as to which business form may suit her needs. A sole proprietorship, a partnership, a limited liability corporation and a franchise are just a few of the types of business organizations available to research prior to opening a new business. Betty must carefully evaluate each of these options prior to making a decision on which one is the best option for her. A sole proprietorship is an organizational form in which the individual has complete control...
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...Chapter 1 THE PROBLEM AND ITS BACKGROUND Introduction Starbucks has been leading the coffee shop market in more than 40 years now. It has always been the place to find the world's best coffees. Its first store was founded at Pike Place Market in Seattle, Washington, United States. It has given a positive outcome so they serve consumers all over the world. The success of Starbucks coffee had come this far because they expand their operation and services and didn't limit their products. They sell not just coffee but tea, pastries, frappuccino, beverages and smoothies as well. Starbucks is the largest coffee house company in the world ahead of UK rival Costa Coffee, with 22, 551 stores in 65 countries and territories, including 12, 739 in Canada, 1,117 in Japan and 830 in the United Kingdom. From Starbuck' founding in 1971 as Seattle coffee bean roaster and retailer, the company has expanded rapidly. Between 1987 and 2007, Starbucks opened on average two new stores every day. Starbucks had been profitable as a local company in Seattle in early 1980's but lost money on its late 1989's expansion into the Midwest and British Columbia. Its fortune did not reverse until the fiscal year of 1989-1990, when it registered a small profit of $812, 000. By the time it expanded into California in 1991 it had become it trendy. The first store outside the United States or Canada opened in Tokyo in 1996, and overseas stores now constitute almost...
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...180 hp Changes in the coffee culture - opportunities for multinationals coffee shops? C-uppsats i Företagsekonomi, Företagsekonomi 51-60 p Slutseminarium: 2007-06-07 Författare: Almqvist Emma Hruzova Barbara Olsson Kajsa Handledare: Max Lundberg Preface and acknowledgement We would like to thank our tutor Max Lundberg at the section of business and engineering at the University of Halmstad for his support and comments throughout the dissertation. We would also like to thank the personnel, managers and the barista for their answers to our questions. Finally we would like to thank the opponent group for their valuable criticism we would also like to take a moment and express our gratitude to the free software Skype that has enabled us to stay in touch despite the long distance between us. Målilla, Düsseldorf, Helsingborg 2007-05-28 Emma Almqvist Barbara Hruzova Kajsa Olsson Abstract The Swedish coffee culture is changing and bringing new business opportunities for multinational coffee shops. Our purpose with this dissertation was to describe the Swedish coffee culture and its changes. We wanted to increase our knowledge about how these changes can make Sweden a more attractive country for coffee shops, like Starbucks, wanting to establish in Sweden. We choose to use a qualitative method with an abductive approach. To gather the primary data we interviewed one barista and sent questionnaires to staff at different big coffee shops in Sweden. The interview...
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...Cafe Coffee Day Executive Summary The primary purpose of this report is to state the marketing objectives and strategies for the extension of Café Coffee Day into the Northern Indian market. The northern sector has potential and growing demand for café retails; and through this report it would be clear as to how café coffee day should capitalize on their strengths and exploit the opportunities that lay. The general idea for the first year of extension is to build awareness and create the thrill and the excitement towards Café Coffee Day in North India; this is done with a long term view towards the venture as the first year would focus on building brand loyalty and image for the company to be able to reap the rewards from the second year onwards. The target market of the company is the age group of 15-29, consequently the medium and channels selected to market the products are those that appeal to them and is often within their reach. The other strategies, including the price, services, marketing message, and positioning is also created around the likings of this particular age group. The report would provide the details of the extension and other areas that require the attention via the action plan. And to further examine the details of the extension, the budgeting section would enlist the finances required to support the venture, and state the expected income sufficient for breaking even in the first year. From the report it is discovered that each outlet should target a minimum...
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...Executive Summary The primary purpose of this report is to state the marketing objectives and strategies for the extension of Café Coffee Day into the Northern Indian market. The northern sector has potential and growing demand for café retails; and through this report it would be clear as to how café coffee day should capitalize on their strengths and exploit the opportunities that lay. The general idea for the first year of extension is to build awareness and create the thrill and the excitement towards Café Coffee Day in North India; this is done with a long term view towards the venture as the first year would focus on building brand loyalty and image for the company to be able to reap the rewards from the second year onwards. The target market of the company is the age group of 15-29, consequently the medium and channels selected to market the products are those that appeal to them and is often within their reach. The other strategies, including the price, services, marketing message, and positioning is also created around the likings of this particular age group. The report would provide the details of the extension and other areas that require the attention via the action plan. And to further examine the details of the extension, the budgeting section would enlist the finances required to support the venture, and state the expected income sufficient for breaking even in the first year. From the report it is discovered that each outlet should target a minimum of 100 customers...
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