Synopsis of marketing plan for Starbucks coffee company

We have chosen the coffee sector as India with its young population and fast growing economy; it is an attraction for large multinationals. Organized caf market is growing at the rate of 25% annually with existing value of $185 million. India, being the 6th largest producer of coffee has its 50% of population below 25 years. This gives tremendous growth opportunity. Coffee sector has strong existing competitors such as Barista, Caf coffee day, Costa coffee, Gloria jeans. The sector has a good mix of local as well as international players with caf Nescafe and Dunkins donuts joining the league. The sector offers a room for aggressive marketing strategies. Starbucks is the largest brand in the world spanning across 55 countries. It is known for the aggressive marketing strategies and works with the different strategy in each country. Starbucks has collaborated with TATA which will add up to brand value, consumer reach & marketing budget. On the downside, it has strong competitors who are expanding fast and high real estate costs. Choosing Starbucks gives us an opportunity to analyze the Indian consumer behavior thoroughly and make a marketing plan from scratch. We, the members of group 6, have a creative and innovative style of working which gives us an opportunity for designing a unique marketing plan for Starbucks. Our strength lies in dedication and we are well informed. So, we will be able to grasp the essence of dynamic and erratic Indian market. Giving a tailor made solution, this can cater to any brand that wants to enter the vibrant Indian market. Being analytical will help us capturing the nuances of consumer behavior and the way developing markets behave.