Coffee Parlours in India-Hotting Up

  
Case Studies in Business Marketing

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:

Price:
Case Code : MKTG050 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges

Themes

Retailing
Case Length : 20 Pages
Period : 1990 - 2002
Pub Date : 2003
Teaching Note : Not Available
Organization : Barista, Cafe Coffee Day, Qwiky's
Industry : Food and Beverage
Countries : India

Abstract:

The case, "Coffee Parlours in India-Hotting Up" provides an overview of the coffee parlours in India. The case starts with a background note on the three dominant players Barista, Cafe Coffee Day and Qwiky's, which marked the transition from traditional coffee houses to coffee pubs.

The case highlights the strategies employed by the three prominent players to differentiate themselves on the basis of ambiance, décor, service, price, quality, and customer relationships. The case concludes with a discussion on their expansion plans and the possible effect of the entry of Starbucks into India.

Issues:

» Identify the nature of differentiating strategies pursued by different players in the coffee retailing business.

Contents:

  Page No.
Storm in the Coffee Cup 1
A Note on the Coffee Industry in India 2
Background Note 3
Battle of the Brew 4
The Ambience at Barista 4
Barista's Growth Strategy 5
Barista's Expansion Plans 6
The Ambience at CCD 6
CCD's Growth Strategy 7
CCD's Expansion Plans 8
Enter Starbucks 9
Exhibits 11

Keywords:

Coffee Parlours in India-Hotting Up, background note, Barista, Cafe Coffee Day, Qwiky's, traditional coffee houses, coffee pubs, srategies employed, ambiance, décor, service, price, quality, customer relationships, expansion plans, Starbucks

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