STRENGTHS WEAKNESSES

• International popularity of the Starbucks • Image of luxury coffee outlets

Brand Access to TATA’s premium Robusta
and Arabica coffees (Agreement)
• Superb marketing and positioning skills of
Starbucks
• Tata as a cultural fit for Starbucks will help
• High prices of coffee is felt as a barrier in
South and north India (per capita income in
India is as compared to other star buck's
markets)
• Coffee dominant business, need for costa

•
in building core competences of each other
One of the strongest franchises in the world
S W
with more than 6500 licenses shops around
the world Sophisticated atmosphere , music ,
interior design and artwork
• Have a lot of flavor variations
coffee to diversify
• Certain rigid standards and policies at outlet
(They apply the same business model,
regardless of culture and values of the
country they are operating in)
• The entry of Starbucks aimed at out-of-
home coffee consumption and this may
effect alliance of Tata coffee with Barista

OPPORTUNITIES
THREATS
• Huge market for coffee consumption
• India is a tea based culture (20 % global
• English speaking population
consumption )
• Growing middle class and increased
• Home-grown brands like CCD, Barista
spending power
•
•
Low Per capita income, high price of coffee
Increased health consciousness against foods T O • Young population
• Rating of coffee outside home is better than
offered by coffee chains
tea outside home specially in north and east
• Visiting cafes is not a frequent habit among
India Favourable cost of labour
Indian as compared to western world
• Availability of workforce
• Fast food chains like McDonald's , burger
• Tea based culture of India an opportunity to
king also adding quality coffee drinks to
provide more tea based drink
their menu Rising prices of coffee putting
pressure on profit margins