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SWOT Tata Starbucks

This document summarizes the strengths, weaknesses, opportunities, and threats for a potential partnership between Starbucks and Tata Coffee. The strengths include Starbucks' strong brand recognition internationally and access to Tata's premium coffee beans. However, weaknesses include the high prices of Starbucks coffee in India relative to average incomes. Opportunities exist in India's large and growing coffee market and middle class. Threats include competition from established Indian coffee chains and India's traditional tea culture.

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Anik Chakraborty
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386 views1 page

SWOT Tata Starbucks

This document summarizes the strengths, weaknesses, opportunities, and threats for a potential partnership between Starbucks and Tata Coffee. The strengths include Starbucks' strong brand recognition internationally and access to Tata's premium coffee beans. However, weaknesses include the high prices of Starbucks coffee in India relative to average incomes. Opportunities exist in India's large and growing coffee market and middle class. Threats include competition from established Indian coffee chains and India's traditional tea culture.

Uploaded by

Anik Chakraborty
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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STRENGTHS WEAKNESSES

• International popularity of the Starbucks • Image of luxury coffee outlets


Brand Access to TATA’s premium Robusta • High prices of coffee is felt as a barrier in
and Arabica coffees (Agreement) South and north India (per capita income in
• Superb marketing and positioning skills of India is as compared to other star buck's
Starbucks markets)
• Tata as a cultural fit for Starbucks will help • Coffee dominant business, need for costa

•
in building core competences of each other
One of the strongest franchises in the world
S W coffee to diversify
• Certain rigid standards and policies at outlet
with more than 6500 licenses shops around (They apply the same business model,
the world Sophisticated atmosphere , music , regardless of culture and values of the
interior design and artwork country they are operating in)
• Have a lot of flavor variations • The entry of Starbucks aimed at out-of-
home coffee consumption and this may
effect alliance of Tata coffee with Barista

OPPORTUNITIES
THREATS
• Huge market for coffee consumption
• India is a tea based culture (20 % global
• English speaking population
consumption )
• Growing middle class and increased
• Home-grown brands like CCD, Barista
spending power
•
•
Low Per capita income, high price of coffee
Increased health consciousness against foods T O • Young population
• Rating of coffee outside home is better than
offered by coffee chains
tea outside home specially in north and east
• Visiting cafes is not a frequent habit among
India Favourable cost of labour
Indian as compared to western world
• Availability of workforce
• Fast food chains like McDonald's , burger
• Tea based culture of India an opportunity to
king also adding quality coffee drinks to
provide more tea based drink
their menu Rising prices of coffee putting
pressure on profit margins

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