Business Case Studies, Leadership Case Study, Tata Group,Ratan Tata

Code : COM0018

Year : 2004

Industry : Retailing

Region : India

Teaching Note:Not Available

Structured Assignment :Not Available

Abstract: In 1996, India's largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd (ABCTCL), opened the country's first coffee café - Café Coffee Day, in Bangalore. This was the beginning of coffee café culture in the traditionally tea drinking country. ABCTCL has traditionally been a commodity coffee player. With coffee bean prices going down, the company planned to get away with commodity coffee and export business.

As an extension of the coffee selling activity and to leverage the strong brand image, the company set up a chain of coffee cafés. Noticing the growing popularity of its cafés, ABCTCL decided to expand the coffee chain into both the domestic and international markets.

Pedagogical Objectives: