Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

Abstract

This structured assignment is to accompany the case ''308-368-1''. The abstract of the case is as follows: Cafe Coffee Day (CCD), which pioneered coffee retailing in India in 1996, is trying to expand its market along with existing players like Barista, Java Green and Mocha and foreign players like Starbucks, Costa Coffee, Illycaffe, etc, trying to enter the Indian market. It is looking at countering competition by expanding its business through new outlets, experimenting with different formats and on ground promotional activities. Aggressive growth has its own set of challenges, especially when the competition consists of big brands that have been in the business for decades and have deep pockets to sustain their growth plans. In such a scenario, will CCD be the Indian answer to the Starbucks of the world? The case study helps students understand and analyse: (1) the prevailing coffee retail scenario in India; (2) the importance of brand positioning and target customer segmentation; and (3) how innovation and reinvention played an important role in the success of CCD.
Location:
Other setting(s):
2008

About

Abstract

This structured assignment is to accompany the case ''308-368-1''. The abstract of the case is as follows: Cafe Coffee Day (CCD), which pioneered coffee retailing in India in 1996, is trying to expand its market along with existing players like Barista, Java Green and Mocha and foreign players like Starbucks, Costa Coffee, Illycaffe, etc, trying to enter the Indian market. It is looking at countering competition by expanding its business through new outlets, experimenting with different formats and on ground promotional activities. Aggressive growth has its own set of challenges, especially when the competition consists of big brands that have been in the business for decades and have deep pockets to sustain their growth plans. In such a scenario, will CCD be the Indian answer to the Starbucks of the world? The case study helps students understand and analyse: (1) the prevailing coffee retail scenario in India; (2) the importance of brand positioning and target customer segmentation; and (3) how innovation and reinvention played an important role in the success of CCD.

Settings

Location:
Other setting(s):
2008

Related