As a result of betterment of economic status of Indians their life style is also changing. The educated Indians are conversant in English and prefer foreign brands over local brands. The young generation comprising of knowledge workers of India in particular have a favorable attitude towards foreign products and life style. These knowledge workers belong to the upper middle and upper class of the Indian society. They have a favorable attitude towards spending their income rather than saving it. It is a huge potential market because of its high discretionary income, big numbers and likable attitude towards multinational well established brands.
Country Entry Strategies
Export entry mode, contractual entry mode and investment mode are three well established entry modes. The selection of an entry strategy depends upon size of market, business environment and existing competition in the market. Barista Coffee Co. already has a first movers advantage in the industry..
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