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Marketing Strategies for Starbucks Coffee in Pakistan and India - Case Study Example

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From the paper "Marketing Strategies for Starbucks Coffee in Pakistan and India" it is clear that Starbucks can even open multiple outlets to cater both the segments stated above in both the markets and make it available near offices, commercial areas or malls etc. …
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Marketing Strategies for Starbucks Coffee in Pakistan and India
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Download file to see previous pages With an aim to provide the best quality product to its customers, who are placed before the product itself in the eyes of the company, Starbucks coffee has the reputation of serving the best coffee worldwide. Since it was established, it has developed into more than just a coffee outlet. It is now available at local grocery stores at its home country and its stores have evolved from traditional cafés into a place where one can work and as well as relax during work. It even incorporates the concept of music stores, cyber cafés and entertainment spot where one can here one can sit back and not just have coffee but also freshen up. With its aim to keep their customers entertained, Starbucks has remained successful in retaining its customers (Starbucks 2008 Fellner 2008, Goldstein & Behar 2007).
For a product to enter two markets it must have multiple uses and must be able to satisfy the needs for both the markets without changing or altering the product itself. Moreover, the product itself must be so strong that it manages to create the need for itself and stimulate a whole new market, satisfying not only a given set of needs but also creating new ones and satisfying them too. Likewise, the markets of Pakistan and India remain untouched by Starbucks mainly because it might not have noticed that the need for such a place where people can sit back and relax over a cup of coffee and also enjoy various diversities, exist. The markets of India and Pakistan are such that the majority of the population belongs to the Social Economy Class C, D and E. The existing fast-food chains in both the markets such as McDonald's, K.F.C, Subway etc, are traditional restaurants which only tend to serve food and do not offer what Starbucks stores do worldwide. These two different markets differ from each other in their preferences of coffee over tea. Indian markets, with an ever-increasing population, gives all the businesses an opportunity to expand their operations because ever increasing demand for every kind of commodity in the near future would be safe to assume. Not only these Indian markets tend to prefer coffee over tea especially the young generation irrespective of what Social Economic Class they belong to (which is the majority of India’s population). ...Download file to see next pagesRead More
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