Please read the case study" Starbucks foray into Tea loving India" and answer the following questions:
1. Starbucks decided to enter India through a 50-50 joint venture with Tata Global Beverages. As the case points out, the first store was based in Mumbai. Assess Starbucks's entry strategy-entry mode choice, partner choice, and scope.
2. Starbucks entered India relatively late. Costa Coffee, a major global chain based in the U.K., set up business seven years earlier. By the time of Starbucks's entry in the country, Costa already operated 100 outlets. In fact, Starbucks planned to enter India much earlier but it had to postpone its move.
Evaluate the timing decision. Does Costa Coffee have a significant first mover advantage vis-à-vis Starbucks? If so, would Starbucks be able to overcome it?
3. What criteria would you use for selecting future cities in India to set up shop?
4. What marketing mix recommendations in terms of menu and promotion would you recommend to Starbucks? Should it make concessions to the Indian palate as other Western global restaurant chains operating in India have done? Should Starhucks charge a premium price as it does in most other countries or lower the price for its coffees?