Starbucks

STARBUCKS IN INDIAN ECONOMY

The report is about Starbucks Coffes’s enterance and development in Indian market. According to report, Starbucks Coffee has become one of the most successful coffee brand in the world.Thus, the company did not wait much to enter new markets.India has become one of these huge markets. ! The probability of Starbucks successfully introducing its coffee bar culture in India is relatively high for many reasons.

Today, young generation of India is one of the big spenders of the world, because India’s pop culture shows a heavy desire to follow western trend. Ravi Deol explains this as: “Indian consumers want to do what the rest of the world is doing.” The young Indians buyers want everything from McDonalds,to Levis Jeans, and Brittney Spears CDs, but what’s more is that they are willing to pay which means that the attitude of the young generation is to enjoy life and spend money.

Secondly, as job opportunities increase in India, money stays in the palms of the Indian consumersenabling them to reinvest in the Indian economy, so Indians are now more willing to spend instead of saving.

Finally, the two new proposed locations for Starbucks Coffee shops are strategicallypicked to ensure their success. Both Mumbai and New Dehli are home to many callcenters where these younger spenders work, and many colleges and Universities are also located here. This will allow Starbucks to target the younger consumer generation with the advertisement campaign. These two cities are also major hot spots for tourists, who recognize a multinational brand such as Starbucks.

To sum up, the report explains Indian economy’s development and Starbucks’ success in this development economy in a clear way. The report’s language is so clear, which provides well-understanding for us.