Brewing the perfect blend: Starbucks enters India

• Main Authors: ZERRILLO, Philip C., MATHUR, Sarita, JOSHI, Havovi
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2013
• Subjects: Starbucks; coffee; partnership models; joint venture; Tatas; Tata Global Beverages Limited; market strategy; brand image; positioning; retail; Business Administration, Management, and Operations; International Business; Marketing; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/52; https://cmp.smu.edu.sg/case/1881
• Institution: Singapore Management University

Despite its global brand, entry into the Indian market had not come easily for Starbucks, a premier roaster, marketer and retailer of specialty coffee that owned the largest coffee chain in the world. With its 300 million strong middle class, India held a huge opportunity for Starbucks, and had been...