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Universal Business School, Karjat MARKET RESEARCH PROJECT- GROUP 1 INTRODUCTION TO INDIAN RETAIL INDUSTRY, & CASE STUDY FROM ABROAD. PRESENTED BY: Abhishek Kyal | Akash Amal | Amritpal Singh Bedi | Gauri Bhargava | Kunal Bhasin | Rajeev Kumar.

Marketing research retail case starbucks

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Page 1: Marketing research retail case starbucks

Universal Business School, Karjat

MARKET RESEARCH PROJECT- GROUP 1

INTRODUCTION TO INDIAN RETAIL INDUSTRY,

&CASE STUDY FROM

ABROAD.

PRESENTED BY: Abhishek Kyal | Akash Amal | Amritpal Singh Bedi | Gauri Bhargava | Kunal Bhasin | Rajeev Kumar.

Page 2: Marketing research retail case starbucks

Marketing Research – Indian Retail Industry

01.INDIAN RETAIL INDUSTRY

Retail is the process of selling consumer goods and/or services to customers through multiple channels of distribution to earn

a profit.

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03.EVOLUTION OF RETAIL INDUSTRY 02.

• Pure-play retailers realised the potential of the market

• Most of them in apparel segment

• Manufacturers opened their own outlets.

• Substantial investment commitments by large Indian corporate

• Entry in food and general merchandise category .

• Movement to smaller cities and rural areas

• Large-scale entry of international brands

• FDI in single-brand retail up to 100 per cent from 51 per cent

1990-05

2005-10

2010 Onwards

Initialisation

Conceptualisation

ExpansionConsolidation

Marketing Research – Indian Retail Industry

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TYPES BY PRODUCT

TYPES BY MARKETING STRATEGY

FOOD PRODUCTS

HARD GOODS/DURABLE GOODS

SOFT GOODS/CONSUMABLES

ARTS

Department Store

Discount storeDemographic

Warehouse storeMom and Pop

store

Specialty store

Variety store

SupermarketHypermarket

MallVending

machines

02.INDIAN RETAIL INDUSTRY 02.03.

Marketing Research – Indian Retail Industry

Page 5: Marketing research retail case starbucks
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02.INDIAN RETAIL INDUSTRY 02.04.

Market size of

Indian retail

industry

The total market size was US$ 490

billion in 2013, registering a CAGR of

6.1 per cent since 1998.

Marketing Research – Indian Retail Industry

Page 7: Marketing research retail case starbucks

Indian retail

industry break-up

by revenues

01.INDIAN RETAIL INDUSTRY 01.05.

Marketing Research – Indian Retail Industry

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01.05.INDIAN RETAIL INDUSTRY

GRDI – Global Retail

Development Index

Marketing Research – Indian Retail Industry

06.

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S

Shopping convenience

Variety in products

Over 25000 SKU’s

Rising disposable

income

Population Demographi

cs

Plastic card

revolution

02.SWOT ANALYSIS - STRENGHTS 02.

Urbanization

07.

Marketing Research – Indian Retail Industry

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W

02.SWOT ANALYSIS - WEAKNESS 02.08.

Marketing Research – Indian Retail Industry

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O

02.SWOT ANALYSIS - OPPORTUNITY 02.09.

Marketing Research – Indian Retail Industry

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T

02.SWOT ANALYSIS -THREAT 02.10.

Marketing Research – Indian Retail Industry

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02.CASE STUDY - SYNOPSIS 02.11.

Starbucks Corporation, an American

company founded in 1971 in Seattle.

Starbucks has about 182,000 employees

across 19,767 company operated &

licensed stores in 62 countries.

Their product mix includes roasted and

handcrafted high quality/premium priced

coffees, tea, a variety of fresh food items

and other beverages.

Marketing Research – Case study of Retail Industry from abroad

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02.MISSION STATEMENT 02.12.

1990-2008

Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.

2008 ONWARDS

To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time.

Marketing Research – Case study of Retail Industry from abroad

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McDonald’s Dunkin’ Donuts Barista Caribou Coffee

02.COMPETITORS 02.13.

Marketing Research – Case study of Retail Industry from abroad

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02.INDUSTRY DEMAND AND

DETERMINANTS 02.14.

Marketing Research – Case study of Retail Industry from abroad

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They have an ability to

effectively leverage their

product differentiation strategies by

offering a premium product

mix of high quality beverages

and snacks

They provide each customer

a unique “Starbucks

experience”.

Starbucks Human

Resource has a strong value-

based approach for building

relationships with their customers

The “cool” factor appeal in

their store

02.STARBUCKS CORE COMPITENCE 02.15.

Marketing Research – Case study of Retail Industry from abroad

Page 18: Marketing research retail case starbucks

STRENGTHS

• Strong market position.

• Products of high quality.

• Location and store appeal.

• Customer loyalty.

WEAKNESS

• Expensive products.

• Self cannibalization through over-crowding.

• Over dependence on US market.

OPPURTUNITY

• Brand extension.

• Technological advances.

• Expansion into emerging markets.

THREATS

• Increasing competition.

• Changing customer preference.

• Developed countries economy.

SWOT

SWOT ANALYSIS OF STARBUCKS 09.09.16.

Marketing Research – Case study of Retail Industry from abroad

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PROBLEM DEFINITION

External environmental Economy factors.

Competition and Cause: Fierce competition with giants like McDonald

Declining customer traffic

Decline in operating income from 14.3% in 2007 to 6.0% in 2008

02.PROBLEM DEFINITION 02.17.

Marketing Research – Case study of Retail Industry from abroad

Page 20: Marketing research retail case starbucks

“AWAY FROM THE STORE”

STARBUCKS ENDED ITS KRAFT RELSTIONSHIP

By doing so Starbucks got complete control

over promoting its product

STARBUCKS PRODUCED AN INSTANT COFFEE

VIA- water soluble coffee from Starbucks

accounted for $135 million in sales in US.

SINGLE SERVED POD-COFFEE

This single serve coffee was liked by customers

as it was easier and faster. Coffee machine

market was total of $509million.

02.GROWTH INITIATIVE 02.18.

Marketing Research – Case study of Retail Industry from abroad

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RECOMMENDATIONS

Products based on regional preferences.

More innovative products.

They can opt for business re-engineering to reduce waste.

They can also come up with more healthy product offering in its mix.

They must focus on the developing countries and emerging markets.

02.RECOMMENDATION 02.19.

Marketing Research – Case study of Retail Industry from abroad

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THANK YOU