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IS IT FEASIBLE FOR STARTBUCKS TO OPEN IN PAKISTAN
Transcript of IS IT FEASIBLE FOR STARTBUCKS TO OPEN IN PAKISTAN
IS IT FEASIBLE FOR STARBUCKS TO OPEN IN PAKISTAN ?
STARBUCKS HAS AROUND 22,160 STORES
ALL AROUND THE WORLD
YOUTH OF PAKISTAN
YOUTH OF PAKISTAN 2050
WHY SHOULD STARBUCKS INVEST IN PAKISTAN?
1. TRENDING COFFEE CULTURE IN PAKISTAN
2. SUITABLE DEMOGRAPHICS
3. MARKET ANALYSIS
4. EASE OF DOING BUSINESS IN PAKISTAN
Most recognized brand in the coffeehouse segment
Ranked 91st in the best global brands of 2013
Pakistanis and Brands
TEA OR COFFEE?
The Target Market
PAKISTAN'S RANKING IN A GLOBAL PERSPECTIVE
MAJOR DIRECT COMPETITORS
Sound financial records
Third place concept
Adaption to international consumer tastes and culture
Coffee beans price is the major influence over firm’s profits
Growing Coffee culture in Pakistan
Expansion of retail outlets in suitable markets
Increased competition from local cafes (Gloria Jeans and small coffee shops)
Highly unstable politics/government in Pakistan
Terrorism and security concerns in Pakistan
The level of relationships between USA and countries that produce coffee beans
Ever-increasing demand for food and beverages
The Youth bulge till 2050
Unemployment rate - Buying power of consumers
Bookstore based Coffee and tea-houses
Changing work patterns
Brewing Innovation (Clover, Verismo, Electric Frother)
Square Wallet (Mobile App for Ordering & Payment)
Considering the changing consumer buying patterns, demographics, trending coffee culture, and the shift from Tea to Coffee in Pakistan combined with numerous success factors of Starbucks, it is recommended that Starbucks invests in Pakistan
We believe that investment in Pakistan will lead to high profits and customer share Starbucks
PAKISTANIS ARE BRAND CONSCIOUS
Source : CIA World Factbook
Source: World Bank, Silk Invest
"110th Rank in Ease of doing Business Report 2014"
Starbucks is one of the largest Coffee house Company in the world
First store in Seattle
It is typical company-owned store has a pleasant coffee-house atmosphere
Replete with couches and Wi-FI
Starbucks also sells licenses stores, not to individuals but to other businesses
For example in US Starbucks licenses stores to Barnes and Noble booksellers
Starbuck's stores account for about 90% of Starbuck's revenue