Tata Starbucks: Evaluating Joint Venture for Indian Market Expansion

This case study examines Starbucks' strategic decisions for entering and expanding within the Indian market. It delves into the rationale behind the joint venture with Tata Coffee, contrasting it with licensing or acquisition models. The analysis includes a PEST analysis, opportunities, and challenges within the Indian market. The study also identifies key brand attributes necessary to ensure a positive customer experience, focusing on tangible and intangible aspects. Furthermore, it explores Starbucks' plans to leverage e-commerce and omnichannel retailing, particularly in response to the COVID-19 pandemic, offering recommendations for successful digital initiatives. The report also considers the competitive landscape and the importance of adapting to local market conditions to achieve sustainable growth.