Sample Essay

In beginning Starbucks will be opened at two locations where high income, high status social groups exist. One of this can be Banglore the silicon valley of India with software workers who have good disposable income. The other can be New Delhi the Indian capital that also is a home to the targeted societal segments. i.e. the young educated generation of India with high disposable income. Store openings in two locations will also provide a test marketing setup for Starbucks. Starbucks immense international brand equity and superior social marketing will allow it to compete against Barista Coffee Co and dominate it with ease.

Facilities Strategy
Starbucks will incorporate local tastes and preferences in its menu to offer coffees suited to Indian taste buds. Furthermore, it should also offer tea blends on its menu because India is more of a tea drinking nation.

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