International Business

Table of Contents

EXECUTIVE SUMMARY 3

INTRODUCTION 4

COMPANY ANALYSIS – COMPANY’S BACKGROUND 5

FEATURED STARBUCKS’S PRODUCTS 6

BUSINESS PRINCIPLE OF STARBUCKS 7

COMPETITIVE STRATEGY OF STARBUCKS 8

SWOT ANALYSIS 9

INTERNATIONAL STRATEGY FOR STARBUCKS 12

VALUE CHAIN ANALYSIS OF STARBUCKS 14

STARBUCKS KEY COMPETITORS 15

COUNTRY ANALYSIS – COUNTRY’S BACKGROUND 17

PEST ANALYSIS – INDIA 18

FOREIGN DIRECT INVESTMENT – INDIA 21

STARBUCKS THROUGH FDI – JOINT VENTURE 22

PORTER’S DIAMOND MODEL – CAFÉ INDUSTRY 23

REFERENCE 28

EXECUTIVE SUMMARY

The International business report elucidates about the company Starbucks, of the café Industry who rule the world in the cafeteria industry, entering the Indian market. In this report we have analyzed the environment the company is planning to invest, India, through a PEST analysis. A value chain analysis is also done to evaluate the internal environment. Then a SWOT analysis is done to contrast external & internal strengths or opportunities, as well as weaknesses or threats. Due to intensive global rivalry in the marketplace, Starbucks future doesn’t look as good as it is in the present situation. It needs to diversify its market into the emerging countries such as India, to grow their market share and sustain in its competitive platform. The report is formulated to understand the current conditions and projected future trends and recommended strategies to strengthen their company position and sustain the operational obstacles in the Indian Market as per the current market situations of the company STARBUCKS and the country INDIA.

INTRODUCTION

India with a population of nearly 1.2 billion people and a majority of this falls into the age bracket of 15-60 years of age which reflects the fact that people in India are willing to work and spend from the above mentioned age period. The per capita GDP in India is rising constantly and with the booming IT/Software services industry, India’s...