marketing plan for starbucks星巴克市场分析.docx
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marketingplanforstarbucks星巴克市场分析
Project3Thegrowthstrategyofthepany
StarbucksinIndia
“Wearen’tinthecoffeebusiness,servingpeople,
Weareinthepeoplebusiness,servingcoffee"
-------------HowardSchultzCEO
MC1y2,2ndSemesterAPDegreeMarketingManagement2010
Counsellor:
GitteOvesen Beierholm
Groupmembers:
CristinaAlexandraGrindei,AlishaKhatri,YunjingLu,
ListofContents
1.Introduction……………………………………………………………………………………………………..….3
2.Problemformulation………………………………………………………………………………………..….3
3.MethodologyandLimitation………………………………………………………………………………..3
4.MacroandmicroAnalysis………………………………………………………………………………..…..4
-4.1Countryprofile……………………………..………………………………………………………………....4
-4.2panyprofile…………………………………………………………………………………………….....5
-4.3FinalDecision…………………………………………………………………………………………………..7
5.Remendation……………………………………………………………………………………………………….….7
-5.1Entrymode………………………………….…………………………………………………………..……….7
-5.2Segmentationandtargetmarket……………………………………………………………….……….9
-5.3Suggestedpositionandlocation………………………………………………………………………..10
-5.4SuggestedValuechain…………………………………………………………………………………..…..11
6.Conclusion………………………………………………………………………………………………………..….12
7.Reference……………………………………………………………………………………………………….…….13
8.Appendix………………………………………………………………………………………………….…….……14
1.Introduction:
StarbucksCorporationhasbeenthemostsuccessfulcoffeechaininthepastyears.ThepanyhasfocusedoncreatinganetworkofstoresinUSwhileopeningnewlocationsaroundtheworld.
Nowadays,therecessioniseffectingtheeconomyoftheentireworldbadly,noexceptionforthecoffeemarket.Starbucks,asthecoffeechaingiant,isseekingforanewmarketinordertokeeptheleaderpositionintheindustry.Meanwhile,attheothersideoftheworld,inIndia,acountryknownfortheteaconsumption,coffeeisbeingmoreandmorepopular.AccordingtoEuromonitorInternational,in2009,thetotalvolumeofcoffeeintheIndianmarketwas44,209.8tones,thefifthlargestcoffeeconsumptioncountryintheworld.SoisIndiaapossiblefuturemarketforStarbucks?
2.Problemformulation:
StarbucksisconsideringgoingtoIndia.HowcanStarbucksentertheIndianmarket?
∙IsIndiaanattractivemarketforStarbucks?
∙WhatcouldbethebestentrymodeforStarbucksinIndia?
3.LimitationandMethodology:
Thelimitationsoftheprojectarethepagelimitandtherestrictionincontactingthepany.Regardingthepanydata,thelimitationisinfocusingontheentireproductrangeofStarbucks,soasaconsequencewehavechoosetofocusonlyonthetwomainproducts:
coffeeandtea.
Wehaveappliedsecondarydatasources/quantitativedatasources.Theresearchmethodwasthedeskresearch.Thetheoriesusedintheprojectare:
themicroandmacroanalysis,theSWOTanalysis,theentrymodeanalysis,segmentationandpositioning,targetmarketandvaluechain.Wehaveusedthetheoriestocreateanoverviewofthesubjectfieldandapplyitforsolvingtheprojectproblemformulation.
4.Macroandmicroanalysis
4.1Countryprofile
Economy
In1991,theIndianeconomyexperiencedadramaticallygrowthafterthegovernmentliberalizednumberofindustriesopentoforeigninvestment,loosenedapprovalrequirementsandallowedmajorityforeignequityownership.Theeconomyhadagrowthrateof5-7%inaveragesince1991till2007,butanindustrialslowdownearlyin2008,followedbytheglobalfinancialcrisis,ledannualGDPgrowthtoslowto6.1%in2009(Appendix1),butitisstillsecondhighestgrowthintheworldamongmajoreconomies.
Ine
TheinepercapitaofIndiansincreasedby14.2%in2006-2007.PercapitaineatcurrentpriceswasestimatedatRs29,642in2006-2007,paredtoRs25,956forthepreviousyear.Asaresultoftheincreaseintotaline,themeanannualdisposableinealsoincreasedbyalmost150%from1995-2007.
Governmentandlaws
TheintroductionofVATinIndiahasbeenakeydevelopment.InApril2005,itwasthevatwasimplementedinatastandardrateof12.5%.ThisnewsystemBusinesseswillconsequentlyhavetoraisepricestopensateforhigherproductioncostsandthiswillaffectconsumerspending.
petitivelandscape
InternationalpaniessuchasNestleIndiaandHindustanUnileveraretheleadersinthecoffeeindustryinIndia.DomesticplayerssuchasTataCoffeeorBaristaCaffeeareactiveinfreshgroundcoffee.NootherdomesticplayerwasabletobeeestablishedasanGeographicsandDemographics
Indiaisthesecondmostpopulatedcountryintheworldwithapopulationofabout1.03billionpeople.
TheagestructureofIndialookslikethis:
0-14years:
30.5%(male187,197,389/female165,285,592)
15-64years:
64.3%(male384,131,994/female359,795,835)
65yearsandover:
5.2%(male28,816,115/female31,670,841)(2009est.)
“Geographicallyspeaking,IndiaislocatedinSouthAsiaintheEasternHemisphere.Thereare25statesandNewDelhiisthecapital.ThenationallanguageisHindiandabout83%ofthepopulationspeaksit.Otherthanthat,Indiahas18officiallanguagesprimarilyassociatedwiththedifferentstates”.
4.2panyprofile
Starbuckswasestablishedin1971,InspiredbycoffeebarsinMilan,Italy,HowardSchultzwantedtointroducethecoffeebarculturetoAmerica.Starbucksmissionstatementisto“establishStarbucksasthepremierpurveyorofthefinestcoffeeintheworldwhilemaintainingourunpromisingprincipleswhilewegrow”.
Expansion
Starbuckshasgrownatincredibleratesincetheopeningofitsfirstcoffeebar.NowStarbuckshasmorethan16,000retailoutletsinmorethan50countries.Starbucksownsmorethan8,500ofitsoutlets,whilelicenseesandfranchiseesoperatemorethan6,500unitsworldwide,primarilyinshoppingcentersandairports.Starbucksspecializesinqualitycoffeeandotherrelatedbeverages.“Theysellqualitycoffee,Italian-styleespressobeverages,coldblendedbeveragesandplementaryfooditems,aselectionofpremiumteasandcoffeerelatedaccessoriesandequipment”
Swotanalysis
TheStarbucksbrandgivesthepanyadistinctpetitiveadvantageoverlesserknowncoffeebrands.However,Starbucks’sbusinessishighlysensitivetochangesincustomertraffic,andthecurrenteconomicdownturnwouldputdownwardpressureonthepany’smargins.Thereforeweneedtoanalyzethepany’sperformance,bothinternalandexternal.AnexcellenttoolforthatisSWOT.(Appendix2)
Currentfinancialsituation
ThegeneralfinancialperformanceforStarbucksin2008wasdecliningfrompreviousyears.Thepanyrecordedrevenuesof$10,383million.
Althoughthesalewasincreasedinthelast4years,thenetprofitinehasdecreasedwith53.1percentover2007.
Year
2008
2007
2006
2005
Sales
10,383,000
9,411,497
7,786,942
6,369,300
NetIne
315,500
672,638
564,259
494,467
Starbucksoperatesinthreesegments:
theUS,internationalandglobalconsumerproductsgroup.However,thepanyreporteditsrevenuesbyproducttypein2008.TheFourCategoriesare:
Beverage
Food
Coffee-makingequipmentandother
Wholebeancoffees
64.2%
14.5%
11.8%
9.5
Duringtheyear2008,thebeveragedivisionrecordedrevenuesof$6,663.3million,anincreaseof10.5%over2007.Thefooddivisionrecordedrevenuesof$1,511.7millionin2008,anincreaseof13.4%over2007.Thecoffee-makingequipmentandotherdivisionrecordedrevenuesof$1,220.2millionin2008anincreaseof7.4%over2007.Thewholebeancoffeesdivisionrecordedrevenuesof$987.8millionin2008,anincreaseof8.2%over2007.
GlobalResponsibility
Starbucksismittedtobeingadeeplyresponsiblepanyinthemunitieswhereitdoesbusinessaroundtheworld.Thepany’sfocusisonethicallysourcinghigh-qualitycoffee,reducingitsenvironmentalimpactsandcontributingpositivelytomunities.StarbucksGlobalResponsibilitystrategyandmitmentsareintegraltothepany’soverallbusinessstrategy.Asaresult,Starbucksbelievesitdeliversbenefitstothepanyanditsstakeholders,includingemployees,businesspartners,customers,suppliers,shareholders,munitymembersandothers.
4.3FinalDecision
ConsideringIndiaaveryattractiveandgrowingmarketandtheanalysisofthecountryandpanyprofile,wehavedecidedthatStarbucksshouldentertheIndianmarket.WewillanalyzefurthermorethestrategiesStarbucksshouldapplyinordertoentertheIndianmarket.
5.Remendation
5.1Entrymode
Starbucks’internationalstrategyadaptstodifferentmarketstosatisfyneedsandrequirementsfromeverymarket,respectingitsculturesandtraditions.InordertoenterIndianmarket,wearegoingtousetheRootentrymode(Appendix4).Themodelisdividedinfourgroups:
Internal,externalfactors,desiredmodecharacteristicsandtransaction-specificbehavior.Underthefourgroupsthereare16factors.WehavedecidedtoonlylookatmostrelevantfactorsforStarbucks,whichareinternationalexperience,productdifferentiationadvantage,intensityofpetitionandMarketpotential.
∙Marketpotential:
Indiahasbeeoneofthemostexcitingeconomiesintheworldwithahugeincreaseinforeigninvestmentandconsumerswhoarewillingtospendandspend.DuetomassiveoutsourcingonthepartofforeignpaniesespeciallyfromtheUnitedStates,educatedIndiansarenowpresentedwithexcitingcareeropportunities,excellentpay,andtheconfidencetospendmoremoney.Timemagazinereportsthatthesenewconsumersmand$10.5billionincashtoburn.TherecouldnotbeamoresuitabletimefortheStarbuckstoentertheIndianmarket.
∙Internationalexperience:
Starbucksisoperatinginmorethan16000locationsinover50coun