从跨文化角度分析星巴克在印度市场案例分析
星巴克渠道案例分析报告
对星巴克的建议
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继续加强线上渠道建设，提高 用户体验和服务质量。
优化线下门店布局，提高门店 运营效率和服务水平。
加强多渠道整合，实现线上线 下无缝衔接，提高客户满意度。
关注市场变化和消费者需求变 化，及时调整渠道策略。
对其他企业的启示
重视多渠道布局，以满足不同消费者 的需求。
优化线下门店布局和服务质量，提升 消费者体验。
强化品牌形象 星巴克注重在中国市场强化品牌形象，通过高品 质的产品和优质的服务，提升消费者对品牌的认 同感和忠诚度。
本地化营销策略 星巴克针对中国市场的特点，采取了本地化的营 销策略，如与当地知名品牌合作、推出符合中国 消费者口味的新品等。
星巴克在欧洲市场的渠道策略
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重视咖啡文化
欧洲市场对咖啡文化有着深厚的底蕴，星巴克通过在欧洲市场开设直营
星巴克成立于1971 年，是全球最大的咖 啡连锁品牌之一。
星巴克在全球范围内 拥有超过28,000家门 店，覆盖170多个国 家。
星巴克以提供优质咖 啡和舒适的环境为特 色，致力于创造“第 三空间”。
星巴克的业务模式
直营模式
星巴克采用全球统一的直营模式，确 保产品质量和服务标准的一致性。
全球供应链管理
品质控制
尽管是特许经营店，星巴 克仍需确保产品和服务质 量符合品牌标准。
线上销售渠道
官方网站
星巴克官方网站提供在线点餐、 预约取餐等服务，方便顾客在线
购买。
移动应用程序
星巴克推出移动应用程序，顾客可 在线点餐、支付、获取优惠信息等， 提升购物体验。
电子商务合作
星巴克与电商平台合作，如美团、 饿了么等，将产品销售扩展到更多 渠道。
(完整)市场营销-星巴克案例分析
(完整)市场营销-星巴克案例分析编辑整理：尊敬的读者朋友们：这里是精品文档编辑中心，本文档内容是由我和我的同事精心编辑整理后发布的，发布之前我们对文中内容进行仔细校对，但是难免会有疏漏的地方，但是任然希望（(完整)市场营销-星巴克案例分析）的内容能够给您的工作和学习带来便利。
同时也真诚的希望收到您的建议和反馈，这将是我们进步的源泉，前进的动力。
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星巴克案例分析星巴克公司根据世界各地不同的市场情况采取灵活的投资与合作模式，而其投入的成本，花的心思，虽不高，却在中国以高出外国一倍的价格出售.都因为它的品牌效应、服务创新、文化内涵、口碑就是最好的广告、质量好、价值高.1. 价值：星巴克的品牌战略相对哈根达斯可谓异曲同工。
星巴克的产品定位以优质高雅餐饮为主，选择高访问率、高客流量的咖啡店场所，营造出高贵典雅的社交环境。
风格清新、味觉时尚的休闲餐饮品成为典型,原料高贵、选材精良,主打产品咖啡也一直深受欢迎。
据悉，星巴克的价格定位为“多数人能承担得起的奢侈品”，而消费者定位则是“白领阶层"。
他们收入较高、忠诚度也不易改变。
星巴克能在中国餐饮行业价格高涨,就是看中了白领阶层追求稳定、享受时尚气氛与优质服务的心理倾向.2.品牌形象：和其他跨国大企业不同，星巴克是不利用巨额的广告宣传和促销的少数品牌之一。
星巴克品牌推广不依赖广告,其一贯的策略是重在品牌形象推广，全球皆然。
星巴克认为咖啡不像麦当劳，咖啡有独特的文化性，赞助文化活动，对星巴克形象推广很重要。
比如以前上海举办的达利画展，星巴克就是主要赞助商。
3。
产品策略第一,品牌牌策.在于差异化的体验，把简单的咖啡饮料和食品做的更加感性化和个性化.按照消费者的需求将咖啡分为十多种口味，让每一个顾客都可以找到适合自己的咖啡，安排季节性菜单，夏季推出冰咖啡，冬季供应热饮，优雅舒适的环境等［3] 。
星巴克企业文化案例研究(精)
星巴克企业文化案例研究一、星巴克公司简介星巴克（Starbucks是美国一家连锁咖啡公司的名称，于1971年成立，全球最大的咖啡连锁店，其总部坐落在美国华盛顿州西雅图市。
它的主营产品是咖啡，其他的有茶、蛋糕和馅皮饼等商品。
它的绿色徽标是一个貌似美人鱼的双尾海神形象。
二十年前星巴克创建这个徽标时，只有一家咖啡店。
如今优美的“绿色美人鱼”俨然成了美国文化的一种象征。
到目前为止，星巴克在全球范围内已经有近14000间分店遍布北美、南美洲、欧洲、亚洲、中东及太平洋区。
在1999年在北京国际贸易中心开设中国大陆第一家门店，中国市场目前已发展成为仅次于美国的星巴克第二大市场。
星巴克已经成为潮流，无论是上班族还是学生党，在闲暇之时，捧一杯咖啡，享受着轻音乐来放松身心。
二、星巴克企业文化的分析1、企业环境的设计星巴克的空间布局完全是按照消费者的角度进行的，每个店铺设计、布置、装饰的每个细节都被充分考虑着。
当你走进一家星巴克咖啡店时，整个身心都放松了，一种舒服而又慵懒的感觉扑面而来。
咖啡的原始香味诱惑着你的蓓蕾，桌椅和墙壁都采用了从绿色到深浅不一的咖啡色，尽量模仿着咖啡的色调，轻柔的音乐舒缓着你的内心，包装和杯子的设计彼此协调来营造欢乐多彩的情调。
通过嗅觉、视觉、听觉和触觉共同营造星巴克咖啡馆的浪漫情调。
店面的设计一方面依照本土特色的艺术风格，一方面采用天然的环保材质，灯饰和饰品速配成因地制宜的门店，创造新鲜感，不会让人产生突兀感，反而有一种文化交融的魅力。
随着季节的更替，星巴克也会设计新海报和旗标来装饰店面。
长期以来，公司一直致力于向顾客提供最优质的咖啡和卓越的服务，营造独特的“星巴克体验”，让全球各地的星巴克咖啡店成为人们除了工作场所和生活居所之外的“第三方生活空间”这样的理念，会给人们温馨的感觉，疲劳一天的人们在这里得以释放压力，家庭烦恼，这样更加人性化。
这种强调以人为本的理念，让我们在这里品尝的不仅是一杯咖啡，更是享受一份心情，而这也有利于它自身企业文化的发展。
浅析全球化语境下品牌的跨文化传播策略——以星巴克为例
2019.7News Dissemination新闻传播博士论坛在进行跨文化传播的过程中，国际品牌采用系统化的整合营销传播模式，在开展品牌全球化传播的同时，也会融入对本土传统文化和独特审美取向的元素投射。
品牌名称与标识，以及品牌文化和品牌形象等要素，并不会被规制于统一固定的传播策略体系，而是根据本土的文化诉求和受众心理等因素，构建出差异化的跨文化传播策略。
国际品牌的跨文化传播策略，仍然是以品牌的全球化传播为出发点，最终目的是契合目标消费群体的文化心理，通过品牌来表达具有文化适应性的价值主张。
因此，全球化语境下品牌的跨文化传播策略，也可以说是消费社会的必然产物。
正如鲍德里亚认为消费社会的实质是从人们对物品的使用价值到符号价值的消费转化，品牌的跨文化传播策略也是对符号价值的集中展现。
詹明信在《晚期资本主义文化逻辑艺术》中较为系统地介绍了后现代思想，他认为晚期资本主义呈现出历史的衰落，其文化逻辑呈现出“视像文化流行、空间优位”的特点。
从技术哲学角度，丹尼尔·贝尔在《后工业社会的来临》中解读消费社会产生的原因，即后工业社会结束了资本主义早期的新教伦理——勤勉、节约、自律等守则，过渡到了享乐主义时代。
德波在《景观社会》中这样阐释消费社会：过去，由于物资稀缺，人们对饥饿、死亡的恐惧深深地刻在DNA 中，所以人们将占有生活资源作为抵御风险的法宝。
随着丰裕社会的到来，物质的丰裕解决了饥饿的生存问题，消费者持续消费的理由是为了缔造某种社会景观，将这里彼此炫耀、夸赞，作为价值的填充物。
[1]消费社会赋予了品牌附加文化价值的合理性与必要性。
品牌在跨文化传播中通过对消费文化的本土化传播手段，向消费者不断输出自身品牌理念，让消费者认同商品的符号价值，从而满足消费者的文化期待与心理诉求。
一、品牌消费文化的跨文化传播星巴克始于1971年美国西雅图的一间经营咖啡豆的小店铺，至2017年，这一品牌在全球设有超过27000家门店，是全球最大的咖啡连锁店。
星巴克商业案例分析
全球化战略：通过与当地企业合作、推广本地特色产品等方式，星巴克成功地融入了 不同国家和地区的文化环境，为全球扩张打下了坚实的基础
CHAPTER 3
供应链管理
供应链管理
星巴克的供应链管理同样出色
星克的商业模式独特，主 要体现在以下几个方面
商业模式
体验式消费
星巴克强调的不只是咖啡，而 是一种生活方式。消费者在星 巴克不仅可以享受到美味的咖 啡，还可以在舒适的环境中放 松、社交或工作。这种体验式 消费为星巴克带来了稳定的客
流和品牌忠诚度
高度自动化的生产流程
通过高度自动化的生产流程， 星巴克能够提高生产效率，同 时保持咖啡品质的稳定性。这 使得星巴克能够在保持高效运 营的同时，为消费者提供优质
文化营销：巧妙地将产品与文化结合，能够有效地提高品牌知名度和忠诚度。星巴克 通过推广咖啡文化、举办文化活动等方式，成功地吸引了消费者的关注和喜爱
全球化战略：在全球化的背景下，品牌需要积极拓展海外市场，以获取更广阔的发展 空间。星巴克通过与当地企业合作、推广本地特色产品等方式，成功地融入了不同国 家和地区的文化环境，为全球扩张打下了坚实的基础
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汇报结束
不妥之处敬请批评指正
集中采购：通过集中采购，星巴克能够 以更低的价格采购高质量的咖啡豆和其 他原材料，从而提高盈利能力
长期合作关系：与供应商建立长期合作 关系，确保了原材料的稳定供应和质量 的稳定性，为星巴克提供了可靠的供应 链保障
高效的物流配送系统：星巴克建立了高 效的物流配送系统，确保了原材料和成 品的高效流通，为门店提供了稳定的货 源
的咖啡体验
星巴克的市场分析
星巴克的市场分析引言概述：星巴克是全球知名的咖啡连锁品牌，以其高品质的咖啡和舒适的环境而闻名。
本文将对星巴克的市场进行分析，探讨其成功的原因以及面临的挑战。
一、品牌定位1.1 咖啡文化引领者星巴克以咖啡文化引领者的形象在市场中占据一席之地。
通过推广咖啡文化，星巴克成功地将咖啡与高品质、社交和生活方式相结合，吸引了大量忠实的消费者。
1.2 高品质咖啡供应链星巴克建立了完善的咖啡供应链，与全球咖啡产地建立了合作关系，确保咖啡豆的品质和稳定供应。
这使得星巴克能够提供一贯的高品质咖啡，赢得了消费者的信任和忠诚度。
1.3 创新的产品和服务星巴克不断推出新的产品和服务，满足消费者的多样化需求。
例如，推出无咖啡因咖啡、特色饮品和小吃等，吸引了更广泛的消费群体。
此外，星巴克还提供便捷的移动支付和线上订购等服务，提升了消费者的购物体验。
二、市场竞争2.1 咖啡连锁品牌竞争星巴克在全球范围内面临来自其他咖啡连锁品牌的竞争，如雀巢咖啡、蓝山咖啡等。
这些品牌也致力于提供高品质的咖啡和舒适的消费环境，与星巴克形成了竞争关系。
2.2 快餐业竞争星巴克还面临来自快餐业的竞争，如麦当劳、肯德基等。
这些快餐品牌也提供咖啡和其他饮品，通过价格和便利性吸引了一部分消费者。
2.3 社交媒体竞争随着社交媒体的兴起，星巴克也面临来自社交媒体平台的竞争。
消费者可以通过社交媒体分享自己的咖啡体验和评价，这对星巴克的品牌形象和口碑产生了影响。
三、市场拓展3.1 国际市场扩张星巴克积极进军国际市场，通过开设新店铺和与当地合作伙伴合作，扩大了其全球业务。
星巴克在亚洲市场尤其表现突出，如中国、日本和韩国等地。
3.2 多元化产品线为了满足不同地区和消费者的需求，星巴克推出了适应当地口味和文化的产品。
例如，在中国市场，星巴克推出了绿茶和红豆口味的饮品，以迎合中国消费者的口味偏好。
3.3 新兴市场开拓星巴克也积极开拓新兴市场，如巴西、印度和非洲等地。
这些市场具有巨大的潜力和增长空间，星巴克通过适应当地需求和文化，寻求在这些市场取得成功。
谈星巴克跨文化营销策略
谈星巴克跨文化营销策略作者：陈鑫星来源：《时代金融》2012年第12期随着世界经济区域化、一体化趋势日益增强，各国之间的经济交往日益密切，跨国经营企业也迅速发展起来。
由于不同国家的民族文化不同，从属于民族文化的各国企业文化也不相同，文化差异的客观存在势必会在。
一、跨文化企业的特性（一）价值观差异性来自不同文化背景的员工各自具有不同的价值观和信念。
文化与价值观的差异会导致不同的管理理念，包括组织的评价、奖惩的办法、上下级关系等。
（二）经营环境和制度的差异性跨文化企业所面临的经营环境错综复杂，西方企业习惯于在法律比较完善的情况下开展，经营管理会用法律条文作为行动的依据。
而中国企业，习惯于按上级行政机构的管理指令，依据便是企业的决策依据和办事章程。
（三）思维模式的差异西方文化的思维模式注重逻辑和分析，而东方文化的思维模式则表现出直觉整体性。
由于传统文化的影响，中国人往往特别重视直觉，注重认识过程中的感觉和经验。
二、“星巴克”的跨文化营销“星巴克”现在全球已经拥有13000多家分店，超过120000人的员工国际性大型企业。
“星巴克”的跨文化营销已经成为一个典型的成功案例，他的跨文化营销主要分为品牌文化营销、产品文化营销和企业文化营销，三者互相协调，结合统一。
（一）“星巴克”的品牌文化营销星巴克品牌强大的秘密：星巴克的员工以自己的个人感受来链接与顾客之间的关系。
星巴克创始人“霍华德.舒尔茨”认为，创建星巴克的品牌，首先靠的是星巴克的员工，要迎合乃至超越顾客期待的最佳方式，就是聘用和训练那些对咖啡有着热情的员工。
形象本土化。
星巴克进入新市场前，其创意部门了解了当地民情文化和市民最关切的问题后设计出该城市的个性图案，比如用自由女神喝咖啡的造型来代表纽约，用故宫图案来作为北京的代表。
在店面设计上，星巴克强调每栋建筑物都有自己的风格，而让星巴克融入到原来的建筑中去，而不去破坏原来的建筑物设计。
（二）“星巴克”的产品文化营销星巴克最注重的是咖啡的口味。
marketing plan for starbucks星巴克市场分析.docx
Project 3 The growth strategy of the companyStarbucks in India“We aren’t in the coffee business, serving people,We are in the people business, serving coffee"------------- Howard Schultz CEOMC1y2, 2nd Semester AP Degree Marketing Management 2010Counsellor: Gitte Ovesen BeierholmGroup members: Cristina Alexandra Grindei, Alisha Khatri, Yunjing Lu,List of Contents1.Introduction (3)2.Problem formulation (3)3.Methodology and Limitation (3)4.Macro and micro Analysis (4)- 4.1 Country profile (4)- 4.2Company profile (5)- 4.3 Final Decision (7)5.Recommendation (7)- 5.1 Entry mode (7)- 5.2 Segmentation and target market (9)- 5.3 Suggested position and location (10)- 5.4Suggested Value chain (11)6.Conclusion (12)7.Reference (13)8.Appendix (14)1.Introduction:Starbucks Corporation has been the most successful coffee chain in the past years. The company has focused on creating a network of stores in US while opening new locations around the world.Nowadays, the recession is effecting the economy of the entire world badly, no exception for the coffee market. Starbucks, as the coffee chain giant, is seeking for a new market in order to keep the leader position in the industry. Meanwhile, at the other side of the world, in India, a country known for the tea consumption, coffee is becoming more and more popular. According to Euromonitor International, in 2009, the total volume of coffee in the Indian market was 44,209.8 tones, the fifth largest coffee consumption country in the world. So is India a possible future market for Starbucks?2.Problem formulation:Starbucks is considering going to India.How can Starbucks enter the Indian market?∙Is India an attractive market for Starbucks?∙What could be the best entry mode for Starbucks in India?3.Limitation and Methodology:The limitations of the project are the page limit and the restriction in contacting the company. Regarding the company data, the limitation is in focusing on the entire product range of Starbucks, so as a consequence we have choose to focus only on the two main products: coffee and tea.We have applied secondary data sources/quantitative data sources. The research method was the desk research. The theories used in the project are: the micro and macro analysis, the SWOT analysis, the entry mode analysis, segmentation and positioning, target market and value chain. We have used the theories to create an overview of the subject field and apply it for solving the project problem formulation.4.Macro and micro analysis4.1 Country profileEconomyIn 1991, the Indian economy experienced a dramatically growth after the government liberalized number of industries open to foreign investment, loosened approval requirements and allowed majority foreign equity ownership1. The economy had a growth rate of 5-7% in average since 1991 till 2007, but an industrial slowdown early in 2008, followed by the global financial crisis, led annual GDP growth to slow to 6.1% in 2009 (Appendix 1), but it is still second highest growth in the world among major economies.IncomeThe income per capita of Indians increased by 14.2% in 2006-20072. Per capita income at current prices was estimated at Rs29,642 in 2006-20073, compared to Rs25,9564 for the previous year. As a result of the increase in total income, the mean annual disposable income also increased by almost 150% from 1995-2007.Government and lawsThe introduction of VAT in India has been a key development. In April 2005, it was the vat was implemented in at a standard rate of 12.5%5. This new system Businesses will consequently have to raise prices to compensate for higher production costs and this will affect consumer spending.Competitive landscape1 Fact book CIA2 Data monitor/ Database/ bon online3 Euromonitor/ Database/ bon online4 Euromonitor/ Datebase/ bon online5 Euromonitor/ Database / bon onlineInternational companies such as Nestle India and Hindustan Unilever are the leaders in the coffee industry in India. Domestic players such as Tata Coffee or Barista Caffee are active in fresh ground coffee. No other domestic player was able to become established as an <Indian brand with their presence restricted to the southern states in India.Geographics and DemographicsIndia is the second most populated country in the world with a population of about 1.03 billion people.The age structure of India looks like this:0-14 years: 30.5% (male 187,197,389/female 165,285,592)15-64 years: 64.3% (male 384,131,994/female 359,795,835)65 years and over: 5.2% (male 28,816,115/female 31,670,841) (2009 est.) “Geographically speaking, India is located in South Asia in the Eastern Hemisphere. There are 25 states and New Delhi is the capital. The national language is Hindi and about 83% of the population speaks it. Other than that, India has 18 official languages primarily associated with the different states”6.4.2 Company profileStarbucks was established in 1971, Inspired by coffee bars in Milan, Italy, Howard Schultz7 wanted to introduce the coffee bar culture to America. Starbucks mission statement is to “establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow”.ExpansionStarbucks has grown at incredible rate since the opening of its first coffee bar. Now Starbucks has more than 16,000 retail outlets in more than 50 countries. Starbucks owns more than 8,500 of its outlets, while licensees and franchisees operate more than 6,500 units worldwide, primarily in shopping centers and airports. Starbucks specializes in quality coffee and other related beverages. “They sell quality coffee, Italian-style espresso beverages, cold blended6 Wikipedia7 The CEO of Starbucksbeverages and complementary food items, a selection of premium teas and coffee related accessories and equipment”8Swot analysisThe Starbucks brand gives the company a distinct competitive advantage over lesser known coffee brands. However, Starbucks’s business is highly sensitive to changes in customer traffic, and the current economic downturn would put downward pressure on the c ompany’s margins. Therefore we need to analyze the company’s performance, both internal and external. An excellent tool for that is SWOT. (Appendix 2)Current financial situationThe general financial performance for Starbucks in 2008 was declining from previous years. The company recorded revenues of $10,383 million.Although the sale was increased in the last 4 years, the net profit income has decreased with 53.1 percent over 20079.Starbucks operates in three segments: the US, international and global consumer products group. However, the company reported its revenues by product type in 2008. The Four Categories are:8 Business description of Starbucks: Datamonitor9 Starbucks annual report/ During the year 2008, the beverage division recorded revenues of $6,663.3 million, an increase of 10.5% over 2007. The food division recorded revenues of $1,511.7 million in 2008, an increase of 13.4% over 2007. The coffee-making equipment and other division recorded revenues of $1,220.2 million in 2008 an increase of 7.4% over 200710. The whole bean coffees division recorded revenues of $987.8 million in 2008, an increase of 8.2% over 2007.Global ResponsibilityStarbucks is committed to being a deeply responsible company in the communities where it does business around the world. The Company’s focus is on ethically sourcing high-quality coffee, reducing its environmental impacts and contributing positively to communities. Starbucks Global Responsibility strategy and commitments are integral to the Company’s overall business strategy. As a result, Starbucks believes it delivers benefits to the Company and its stakeholders, including employees, business partners, customers, suppliers, shareholders, community members and others.4.3 Final DecisionConsidering India a very attractive and growing market and the analysis of the country and company profile, we have decided that Starbucks should enter the Indian market. We will analyze furthermore the strategies Starbucks should apply in order to enter the Indian market.5.Recommendation5.1 Entry modeStarbucks’ international strategy adapts to different markets to satisfy needs and requirements from every market, respecting its cultures and traditions. In order to enter Indian market, we are going to use the Root entry mode (Appendix 4). The model is divided in four groups: Internal, external factors, desired mode characteristics and transaction- specific10 Data montior/ databasebehavior. Under the four groups there are 16 factors. We have decided to only look at most relevant factors for Starbucks, which are international experience, product differentiation advantage, intensity of competition and Market potential.∙Market potential:India has become one of the most exciting economies in the world with a huge increase in foreign investment and consumers who are willing to spend and spend. Due to massive outsourcing on the part of foreign companies especially from the United States, educated Indians are now presented with exciting career opportunities, excellent pay, and the confidence to spend more money. Time magazine reports that these new consumers command $10.5 billion in cash to burn. There could not be a more suitable time for the Starbucks to enter the Indian market.∙International experience:Starbucks is operating in more than 16000 locations in over 50 countries. Starbucks uses three entry modes that are joint venture, licensing and wholly owned subsidiaries.∙Product differentiation advantage:Starbuck should keep focusing on high-quality, because for our target group, price is not the most important thing which they might concern, a cup of fantastic coffee and a relaxing environment will impress them much more than a low-price. Starbucks also invests in extensive research and development efforts to develop new flavors, blends or even roast fusions.∙Intensity of competition:India coffee market is a growing market with large potentials, and because of that, it attracts lot of companies to enter, so the competition in the market is quite intense. The major competition for Starbucks in India at the moment is the Barista Coffee Co., which is an existing coffee shop branch in India, but Starbucks is expected to gain its market share for several reasons. The international popularity of the Starbucks brand will help the company step into the country.Suggestion:Based on the analysis we made, we suggest Starbucks should apply joint venture. There are three main reasons. First, Starbucks lacked knowledge of the Indian market, so the company needs a partner who provides it country specific knowledge. Besides, Starbucks should have a fast expansion in India after the first test coffee house’s success ,so they need an international strategy that enabled its internationalization in a short period of time, the wholly-owned subsidiary strategy was unsuitable. Lastly, the Indian market is growing fast with several significant competitors ，Starbucks needs an entry mode that allowed higher control in order to face the competitive situation. Therefore, Starbucks should chose joint venture as entry mode.5.2 Segmentation and target group∙Profile:Age: under 16, 16-25, 25-35, 35-45,over 50Social class: upper, middle, skilled worker, unwaged∙BehavioralBenefits sought:low-cost, low-calories, health-oriented, taste-oriented, environment –orientedPurchase frequency: occasionally, loyal, during tour∙Psychographic:Geograohic: urban, countryTarget group:Since Starbucks has a wide product range, which includes hot drinks like coffee, tea, cold drinks like Frappuccino, coffee beans, hot and cold sandwiches, pastry and snacks, and the target group varies between different products, for instance, tea is mainly consumed by the health-focused people while Frappuccino is trying to catch the young people who value the taste most. However, because of the words limits, we will just focus on Starbucks main product—coffee.The target group in India market is the young both male and female from the ages of 16-35 which come from middle class to upper middle class population. This market is well educated and gourmet. The geographical position of the target market is the consumers who live or work in the vicinity of the proposed locations for the Starbucks Coffee shops.The secondary target markets are the tourists in the areas. Tourists will recognize Starbucks, as it is a multinational company, as most tourists in India come from the countries of U.S., England, Germany, and Japan. This market will also fall in the middle to upper middle class population and will find the Starbucks India prices relatively cheap.5.3 Suggested Position and locationStarbucks coffee shops should be located in centre urban, near to center locations, technology companies, major tourist hot spots, colleges and universities, and shopping centers, where are near the population centre, so the target group can get Starbucks easily.Suggest location: New Delhi as the capital city and the centre of economy, culture and polity of India, would be the first choice for Starbucks to launch. The Starbucks in New Delhi should be located in Connaught Place, a large commercial shopping area in New Delhi. Most of the call centers and big companies are also in the Connaught Circle. New Delhi is the nearest big city to the world famous Taj Mahal, therefore also being the popular place for tourists from all over the world.5.4 Suggested value chainInbound Logistic:The coffee beans and tea will be bought from local Indian farmers in order to support the local agricultural economy, save money in transportation and avoid tariffs. But high-quality should be ensured to maintain Starbucks brand name. These goods will then be transported to the Starbucks roasting plant located near the New Deli via India vast andefficient railway system.(see appendix 3) Equipment and other necessary supplies will be shipped from the United State.Operation: Starbucks can use a local partner to help it recruit talented employees, set up supplier relationships, locate suitable store sites. Starbucks should also hire regional marketing specialist who will handle the laws and customs for Starbucks.Outbound logistic: There are 3 ways the Starbucks products can be reached by the customer:1. The customer can get the fresh and high quality coffee at their retails stores.2. Starbucks can sells their product in major restaurants, United Airlines and other specialty accounts that do not fall under the retail business customer.3. Customers can order from the internet or the mails.Marketing and sales:Types of available media for marketing purposes are in India are very similar to those of the United States, which include everything from newspaper advertising to television ads. The promotion for the store has to be very focused on our target markets. Billboard advertising on the roads leading to the store locations is a good way to increase awareness of the locations. Direct mail advertising with promotional coupons will be used to reach the homes of the target market. Sales brochures offering delivery services will be sent to the local call centers and big companies.Service:Starbucks must customize their menu to fit the tastes of the Indians. A new menu will be formulated after several months of research and development. There are some common tastes preferences of the Indians known already.For example, Indians tend to take more cream in their coffee. Also, the skim milk optionwill not be offered in India because dieting is not a commonly accepted practice in thecountry. Indians will feel that they are being cheated out of their money if skim milk isput in their beverages. Indians also like spices in their tea and coffee, especially gingerand black clove. One of India’s favorite fruit flavors in mango, and in fact the mango isIndia’s national fruit.Administration:Starbucks India will be a privately incorporated business with horizontal organization. Each store may have a manager and three to five employees that will rotate shifts depending on the rush during the day. Starbucks believes in an open and friendly work environment and all employees of Starbucks refer to each other as partners.6.ConclusionThe main purpose of our project is to find out if Indian market is attractive for starbucks and how could Starbucks enter it. From the country profile and company profile we made, it shows that India is a very attractive, potential market for Starbucks, because of the raising coffee consumption and the growing market. On the other side, Starbucks has plenty international experience and their current capability is perfectly suitable to expend business to India....based on relevant theories and analysis tools, we made a marking plan for Starbucks which includes a target group (age between 16-35) in Indian market, an efficient value chain, a suitable entry mode (joint venture) and a suggested location (New Delhi) for the first test coffee house.7.Reference/Portal/Magazines/Topic.aspx/smash/get/diva2:121498/FULLTEXT01https:///library/publications/the-world-factbook/geos/in.htmlGlobal marketing 4th edition by Svend HollensenPrinciple and Practice of Marketing by David JobberLogistics & Supply Chain Management: creating value-adding networks by Martin Christopher8.Appendix Appendix 1:Appendix 2:SWOT analysisStrength：∙they have sole ownership of the Narino Supremo beans, which is considered to be one of the highest coffee beans in the world∙good reputation of quality(company name..)∙Largest and best known of coffee house chains∙Product diversification∙Established logo, developed brand, copy right, trademarks∙Company operated retail store, no franchise, quality guaranteed∙High visibility locations to attract customers∙Valued and motivated employee, good work environment∙Good relationships with suppliers∙Industry market leader∙Strong financial foundation∙Big market（Germany is the second largest coffee consumption country, and coffee is the most popular drink in Germany ）Weakness:∙High product price∙No commercial advertising promotion∙Lack of internal focus(too much focus on expansion)∙Self cannibalization∙ Cross functional managementOpportunities:∙Expansion into retail operations∙Develop more healthy product∙Become more of a socially responsible brand∙Also sell music CD’s and linked with clubs (e.g. book clubs) etc in German marketThreats:∙Intense competition∙Market saturation∙Costumer trends toward more healthy ways and away from caffeine∙Raw material cost rising∙Recession or downturn in the economy affects consumer spendingAppendix 3:Appendix 4:品味人生1、很多时候，看的太透反而不快乐，还不如幼稚的没心没肺。
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从跨文化角度分析星巴克在印度市场案例分析
文化适应
印度是一个拥有悠久历史和多元文化的国家，具有独特的社会、宗教和饮食习惯。
星巴克在进入印度市场时必须适应当地文化，并根据当地人的口味和偏好进行产品和服务的调整。
例如，星巴克在印度推出了许多适应当地口味的特色饮品和食品，如卡丁宝、香草卡布奇诺等。
社会互动
印度社会注重社交和人际关系，咖啡馆在印度既是社交场所，也是商务活动的重要场所。
星巴克在印度市场积极倡导社交和互动，为顾客提供宽敞舒适的环境，引入了与当地文化相符合的社交活动和节日庆祝活动，如为客户提供场地举办生日派对、音乐表演等。
宗教考量
印度是世界上最大的印度教国家之一，宗教对人们的生活和消费习惯有很大影响。
在印度，星巴克必须考虑避免使用牛肉和猪肉等敏感食材，并且对餐厅的布局和设计也要尊重当地的宗教信仰。
价值观传递
星巴克在印度市场注重传递可持续发展和社会责任的价值观。
他们在印度推出了一系列的社会项目和倡议，如与当地农民合作，推广可持续农业和环保措施。
通过这些活动，星巴克在印度建立了积极的
品牌形象，并与当地社区建立了良好的关系。