This document discusses the importance of research in the culinary industry through the example of Starbucks' entry into the Indian market. It details how Starbucks researched the Indian market for 6 years before entering, analyzing factors such as suitable joint venture partners, coffee sourcing, store locations, and local competition. Their extensive pre-market research allowed Starbucks to tailor their strategy and successfully establish their first Indian store, demonstrating the value of research for new market entry and product development in the culinary field.
This document discusses the importance of research in the culinary industry through the example of Starbucks' entry into the Indian market. It details how Starbucks researched the Indian market for 6 years before entering, analyzing factors such as suitable joint venture partners, coffee sourcing, store locations, and local competition. Their extensive pre-market research allowed Starbucks to tailor their strategy and successfully establish their first Indian store, demonstrating the value of research for new market entry and product development in the culinary field.
This document discusses the importance of research in the culinary industry through the example of Starbucks' entry into the Indian market. It details how Starbucks researched the Indian market for 6 years before entering, analyzing factors such as suitable joint venture partners, coffee sourcing, store locations, and local competition. Their extensive pre-market research allowed Starbucks to tailor their strategy and successfully establish their first Indian store, demonstrating the value of research for new market entry and product development in the culinary field.
This document discusses the importance of research in the culinary industry through the example of Starbucks' entry into the Indian market. It details how Starbucks researched the Indian market for 6 years before entering, analyzing factors such as suitable joint venture partners, coffee sourcing, store locations, and local competition. Their extensive pre-market research allowed Starbucks to tailor their strategy and successfully establish their first Indian store, demonstrating the value of research for new market entry and product development in the culinary field.
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WHAT DO YOU UNDERSTAND
WITH THE TERM RESEARCH ?
SUPPORT WITH AN EXAMPLE WHAT IS RESEARCH ?
• Systematic investigative process employed to increase or revise current knowledge by
discovering new facts. • It is divided into two general categories: • (1) Basic research is inquiry aimed at increasing knowledge, • (2) Applied research is effort aimed at using basic research for solving problems or developing new processes, products, or techniques. • The outcome of research is new or enhanced knowledge obtained through an orderly investigative process. INDIAN WINE
• Origin of the Indian wine industry lie in the hand of two industrialist and businessmen shamrao chougule and kanwan grower. • Origination of idea of making wine – Research in both markets about grapes . Grapes were of 6-7 francs per kilogram in France and in India for Rs 1-2. They saw an opportunity that Higher profits could be earned if processing the grape • After conducting a systematic investigation they came up with outcome that making wine in India is difficult but is possible. Other outcomes of research were • Problems faced – Wine was alien in India , tropical weather , Infertile soil • Solution- Consultants from France and their expertise and experience helped and educated them how to make wine. Irrigation techniques were developed to tackle tropical weather. AFTER GLOBAL FINANCIAL CRISIS
• A new breed of winemakers entered the market .
• Complete research was done by them before entering the market • New winemakers had a complete knowledge on how to produce wine in a tropical country due to research conducted by them which led to higher quality wine. • Scientific analysis of soil was done to evaluate the perfect type of grape to be grown. QUESTION 2 Justify with a culinary example the importance of research in the world of culinary arts STARBUCKS
• Starbucks Corporation is an American coffee company and coffeehouse chain which was founded in Seattle in Washington in 1971. • Starbucks strategy at all times has been consumer oriented, that is they put the client at the centre point thus, every one of their decisions and activities are made on the requirements of the clients. • Starbucks entered in the Indian market after 6 years of planning and researching about Indian market considering Indian market to be a complex market . ENTRANCE IN INDIAN MARKET
• After 6 years of research on indian market ,Starbucks entered India through a joint venture of 50-50 weightage with TATA beverages. • Advantages of entering through a joint venture -Sourcing of coffee from TATAs coffee plant in Karnataka which was cheaper. - Got contract to supply to TAJ SATS which supplies to TATAs premium chain of hotels TAJ. STORE LOCATION
• For Starbucks, their store location is crucial for being successful and rapid development • The area which Starbucks selects for its stores are by and large in the central point of crowded zones, and are fundamentally frequented by target clients. • For this they conducted an analysis which aimed to provide perfect location for Starbucks to open its first store in India and as a result it inaugurated its first store in India in horniman circle in Mumbai on 12th of October 2012 which is an upscale area of India’s economic capital which attracted an enormous amount of customers on its very first day. COMPETITION
• Before entering the market , Starbucks conducted a research on how to tackle
competition and came up with a plan • Tremendous competition in the market with local companies such as café coffee day already with 1530 number of cafes across the country • To tackle competition the company - Reduced the prices of some items . - Introduced loyalty cards - Gave personalized service which made customer familiar and loyal to starbucks. CONCLUSION
• Due to the extensive research of 6 years the company analysed the market and entered the market with a joint venture which made India a tremendous success for Starbucks as its the fastest rising new market in the history of Starbucks which is all been possible due to proper planning and implementation of its strategy which was picture-perfect according to the Indian market . This justifies importance of research in the world of culinary arts .
Croatian Musicological Society Is Collaborating With JSTOR To Digitize, Preserve and Extend Access To International Review of The Aesthetics and Sociology of Music
Croatian Musicological Society Is Collaborating With JSTOR To Digitize, Preserve and Extend Access To International Review of The Aesthetics and Sociology of Music
