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Study on Café Coffee Day Ups Top-End to Counter Starbuck's Entry

Essay by   •  October 14, 2012  •  Case Study  •  762 Words (4 Pages)  •  2,128 Views

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SYNOPSIS

SUBMITTED BY:

Nupur Singhal

Sugandha Poddar

Avani Kukreja

Garima Thakur

Anuj Sharma

STUDY ON CAFÉ COFFEE DAY UPS TOP-END TO COUNTER STARBUCK'S ENTRY

INTRODUCTION TO THE STUDY

The coffee wars are beginning to heat up in India. Global coffee giant Starbucks unveiled plans to enter the Indian market. The two outlets have not just turned out to be extremely profitable but are even credited with changing the social scene in a city which did not have too many meeting places other than restaurants. In a way, it's a snapshot of how cafe culture in the country has grown by leaps and bounds over the last few years.

The most significant transformation is from restaurants that were primarily a centric phenomenon to coffee shops that wouldn't look out of place anywhere in the world. The sweeping economic and lifestyle changes have affected the way many of us consume our daily cuppa. The cafes are spreading a culture that is not just about the beverage but more of a lifestyle shift

PROBLEM STATEMENT

A hypothetical situation has been taken that Starbucks has already entered the Indian market and is a threat to all the prevailing coffee shop brands in the country. Whether Café Coffee Day will face competition as at one end will be the premium market dominated by Starbucks and, at the other, the popular market led by Cafe Coffee Day.

The following objectives have been designed.

OBJECTIVES

* To compare and study Café Coffee Day and its competitors

* Identify areas of excellence and areas needing improvement

* To strengthen the position of Café Coffee Day in the minds of consumers if required.

* To rebuild and revamp the position of Café Coffee Day if required.

* Providing suggestions and recommendations for such improvement

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