Instructions: No summary need For each

cases 1-Give 3 issues the issues must be

state as a marketing focus they must be

state as question. One marketing concepts

for each issue statement. Avoid general question

2-analyse: ( do not regurgitate the facts of

the cases) apply the marketing concepts,

show understanding of the marketing

concepts used for each concept one

paragraph of each. Prove expertise in

marketing. The emphasis should be on

describing what know about the marketing

concepts and applying the marketing

concepts to the specific case dealing with.

Organize the analysis aground each issue.

Support points with evidence from the

case. Do not use other company to explain

the marketing concept use the company in

the case.

3- recommendation: respond the questions

of issues 1-2 sentences for each issues

statement. Recommendation should solve

the issues and should make sense given the

analysis. Be specific in the

recommendation. It should be clear what

the protagonist in the case should do. One

sentence for each issues

Reference: Athough India has long been a tea-drinking culture, the country southern area is home to huge coffee farms. And t thanks to a growing youth market and an increasingly comfortable middle class, more of India's 1.2 billion people are discovering the joys of coffee every year. Enter Starbucks. The coffee giant is making a later debut in the Indian market than it planned, after outlasting the government's reluctance to upset local firms by allowing foreign business ownership. To comply with regulations, Starbucks has signed a 50-50 partnership with Tata Global Beverages, the country's largest coffee producer and owner of a hotel chain and in-flight food service, which opens two more business avenues for its partner. Starbucks is focusing initially on retail stores and hopes to open 50 cafs in Mumbai and New Delhi in its first year. In its favour are huge momentum from its U.S. success, its status as an "aspirational brand" that represents affordable luxury to many. Indians, and the desire among India's youth for an inexpensive place to socialize away from home and parents. Tata's local expertise will help Starbucks overcome some deficiencies of the country's infrastructure, such as still-developing road and rail systems. Challenges Starbucks faces in India include the success of a home-grown competitor: Caf Coffee Day recently expanded to 1,200 stores in 175 cities. Other opportunistic competitors include Lavarazza from Italy and Coffee Bean & Tea Leaf from California. Starbucks will also have to overcome price resistance; Caf Coffee Day sells its small cappuccino for about $1. Finally, as one industry analyst observed, "There are certain things that different cultures never accept." Starbucks will need to correctly adapt its business and customer strategies, and its product offerings, to India's unique and vibrant culture. Starbucks is pinning its hopes on the 25 percent growth recently observed in India's coffee-drinking market. The head of one Indian consulting firm sees no reason why the chain could not successfully expand to 5,000 stores over the long term. If Starbucks targets only the top 20 percent of India's population, he says, that market is the size of the United States