Coffee Parlours in India-Hotting Up

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Case Details:

Case Code : MKTG050
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

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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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A Note on the Coffee Industry in India

India ranks 5th among the top 10 countries of the world accounting for 3 % of the total world coffee production and exporting 80 % of the total produce. It is also the fifth largest coffee producer. Being a traditional tea consuming country, the average coffee consumption in India was quite low at 10 cups per person annually (Refer Table I)...

Background Note

The Amalgamated Bean Coffee Trading Company (ABCTCL), the largest exporter of coffee in India, set up the country's first coffee bar, CCD in 1996. ABC which was also into cyber cafe business envisioned great business opportunity in the fusion of the two...

Battle of the Brew

With the increasing competition, the three players were trying to differentiate themselves on the basis of ambience, décor, service, price, quality, and customer relationships...

The Ambience at Barista

While actively planning to enter the coffee business in India, Barista realized that it wasn't only coffee that consumers were looking for. They were infact looking for a place to hang around comfortably. They wanted a place where they could be themselves, and do whatever they wanted such as reading a book, writing a letter, or simply chill out...

Barista's Growth Strategy

Barista adopted a three-pronged approach to expand its business. The first was to open espresso bars in various cities across the country. The second approach was to target institutional areas and the third approach was to target the home segment. In 2001, Barista entered into a strategic alliance with Tata Coffee...

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