Sinhgad College of Science, Ambegaon(BK)

Project Report
TOPIC : Retail Management

Prepared By :- Submitted to :-
Deepak Murari Rathod Mr. Dashrath Gaikwad
SYBBA ( 3rd Semester)
Div – A Roll no.2079
Tata Starbucks Private Limited, formerly known
as Tata Starbucks Limited, is a 50:50 joint venture
company, owned by Tata Consumer
Products and Starbucks Corporation, that owns and
operates Starbucks outlets in India. The outlets are
branded Starbucks "A Tata Alliance".
Starbucks Company Profile
Trade name Starbucks "A TATA Alliance"
Formerly Tata Starbucks Limited
Type Joint venture
Industry Coffee shop
Founded Mumbai, Maharashtra, India (19 October 2012)

Headquarters Tower 2, Indiabulls Finance Center, Senapati Bapat Marg, Elphinstone Road, Mumbai, Maharashtra
[1]
, India.

[2]
Number of locations 224 stores (August 2021)
Area served India
Products Coffee • Tea • Pastries • Frappuccino beverages • Smoothies

Revenue ₹3.45 billion (US$46 million) (FY18)

Operating income ₹12.6 million (US$170,000) (FY18)
[3]
Net income ₹−305 million (US$−4.1 million)
Owner •Starbucks Corporation (50%)
•Tata Consumer Products (50%)
[4]
Number of employees 1200+ (May 2016)

Website www.starbucks.in
 1.Store Layout
Our store designs are rooted in our coffee heritage, and in our community involvement and environmental stewardship
goals. So our designs reflect the character of a store’s surrounding neighborhood and help reduce environmental impacts.

Each new and renovated store uses one of four design concepts.
* Heritage coffeehouses reflect the mercantile roots of our first store in Seattle’s historic Pike Place Market with worn
wood, stained concrete or tiled floors, metal stools and factory-inspired lighting. Large community tables, club chairs and
wooden blinds evoke a turn-of-the-last-century feeling.

* Artisan stores echo the industrial past of urban markets, taking inspiration from the Modernism of the 1930s. This
motif celebrates simple materials like exposed steel beams, masonry walls, factory casement glass and hand-polished
woodwork in a creative gathering place for culture and the arts.

* Regional Modern embodies a trend-setting style that is comfortable and welcoming. We use bright, loft-like, light-
filled spaces punctuated with regionally inspired furniture and culturally relevant fabrics to create a calm and contemporary
respite from the clamor of the fast-paced world.
* Concept stores are unique environments created by our designers to explore innovations within the coffeehouse. We
call them our “design sandboxes”. That sense of exploration is extended to everyone who visits, through daily coffee and
tea cuppings, artistic events and community gatherings.

Fort – Mumbai Indiranagar – Bangalore Koregaon Park – Pune Hamilton House – Delhi

Jubilee Hills – Hyderabad Phoenix Market City - Chennai Parks Mansions - Kolkata
2. Product Display
Visual merchandising is the look and feel of a brand’s offline store. The experience that customers get
when he/she visits the store is visual merchandising. We visit several stores and shops but there only a
few stores that catches our attention and the shopping experience in these stores are worth
remembering, Starbucks is one of the best example of visual merchandising.

* The Starbucks Display Window – display window is a kind of handshake between a customer and the
store. This is the first touch point to attract customers. Starbucks uses this by making it transparent.
The transparency allows the customer to see the culture that Starbucks builds inside its store. It
smartly places its offers of the day on these display windows to lure customers.

* Aroma – As soon as the customers open a Starbucks door, it has a different kind of smell. A rich
aroma coffee smell that gives a warm feeling.
* Combination of the colors used in the store – Starbucks uses all shades of brown as its colors in its
outlets. The brown color is essentially the color of coffee beans and everything is synced giving a lively
experience to the customer.

* Unique Store Design – It is very important to design a store in such a way that it has enough space
for navigating as well as space for showcasing different products. Starbucks has built a unique store
layout. It places its counter at the back of the room and a customer walks across the seats to order
their drinks. Starbucks puts its lights in a way that guides customers towards the counter. This
combination allows customers to purchase more and stay for a longer duration.
3. Logistics
Inbound Logistics : The inbound logistics for Starbucks refers to selecting the finest quality of coffee beans by the
company appointed coffee buyers from coffee producers in Latin America, Africa and Asia. In the case of Starbucks, the
green or unroasted beans are procured directly from the farms by the Starbucks buyers. These are transported to the
storage sites after which the beans are roasted and packaged. These are now ready to be sent to the distribution centers
few of which are company owned and some are operated by other logistic companies. The company does not outsource
its procurement to ensure high quality standards right from the point of selection of coffee beans.

Operations : Starbucks operates in 65 countries either in the form of direct stores operated by the company or as
licensed stores. Starbucks has more than 21,000 stores internationally which includes Starbucks Coffee, Teavana,
Seattle’s Best Coffee and Evolution Fresh retail locations. According to its annual report, the company generated 79% of
the total revenue during fiscal year 2013 from its company operated stores while the licensed stores accounted for 9%
of the revenue.
Outbound Logistics : There is very little or no presence of intermediaries in product selling. Majority of the
products are sold in their own or licensed stores only. As a new venture, the company has launched a new range
of single-origin coffees which will be sold through some leading retailers in the U.S.; these are Guatemala
Laguna de Ayarza, Rwanda Rift Valley and Timor Mount Ramelau.

Marketing and Sales : Starbucks invests in superior quality products and high level of customer services than
aggressive marketing. However, need based marketing activities are carried out by the company during new
products launches in the form of sampling in areas around the stores.

Service : Starbucks aims at building customer loyalty through high level of customer service at its stores. The
retail objective of Starbucks is, as it says in its annual report, “to be the leading retailer and brand of coffee in
each of our target markets by selling the finest quality coffee and related products, and by providing each
customer a unique Starbucks Experience.”
Conclusion
Starbucks has a chance to increase its customer base and market share. Local partnerships will
also help the company find faster growth in several areas.
Starbucks core product is coffee but it must also focus on teas and juices for faster growth.
These products also offer good opportunities of sales growth.
Tastes and preferences of consumers worldwide are changing and people want healthier options.
The millennial generation is especially a very health conscious generation. Starbucks can tailor
its offerings to suit this generation’s taste.

Since the beginning Starbucks has been a different kind of company. One that is dedicated to
inspiring and nurturing the human spirit. Commited to serving the finest coffee, creating an
exceptional customer experience and a great place to work for employees.