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EXECUTIVE SUMMARY This paper selects a foreign market that is INDIA for a productservice that is marketed in the UK STARBUCKS COFFEE CORPORATION The country of origin based in Seattles USA The company Starbucks is not currently marketed in India so as to understand analyse evaluate and explain the current market situation and environment of the local international and target market to identify the complexity and variety of international marketing focusing on market entry strategies It proceeds with the PEST analysis of the target country with the C factor in mind highlighted The report process with the opportunity analysis undertaken by STARBUCKS COFFEE CORPORATION with the advantage of the marketing mix and its core competencies for market penetration in the Indian market Lastly the paper goes ahead to suggest the best course of action the use of marketing information make recommendations of market entry strategies with justification as ways to enlarge the market share of the company INTRODUCTION AND COMPANY BACKGROUND This report will analyse Starbucks Coffee Corporation from the standpoint of a global retail caf company expanding its market share in India from the viewpoint of going international from the marketing perspective Being a famous and well accepted brand in the US it brings with it the business strategy people internal management style shared values of the western culture and most importantly entering into a market of diverse values religion habits preferences income variations customs and living style Having done that it discusses the strengths and core competencies of the company revealing the brand image it has The marketing mix of the company is then determined to show us about he strong viewpoint of product price promotion and place of Starbucks Starbucks Coffee Corporation is based in Seattle USA In the 1970s Starbucks was a local small-scale coffee bean roasting and sales operation in Seattle in Washington State Today Starbucks is the largest speciality Coffee
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