NEW INDIAN COFFEE CAF MARKET
... c) Kiosk: Independent kiosks in highly visible, up-market locations are yet another format adopted by Barista. ... a) Extensive Network of Outlets: Barista is credited with establishing the coffee café culture in India. They own the largest number of café outlets (more than any other café chain). ... c) Exclusive Merchandise: Barista offers its customers premium quality coffee thoroughly processed in Italy in order to retain their special flavour. ... While there is ample choice in terms of customizable coffee variants, there is also a range of fast food items to accompany coffee. ... On the other side, the presence of ABN Amro kiosks and ATMs in Barista coffee pubs will make them even more attractive to the customers, who can then bank in leisure in coffee bars. ... Friendly and highly professional service personnel, and a consistently high-quality, deep, customizable product line are the other factors that have sustained Barista’s success in the coffee café market. ... IN ORDER TO BECOME THE MARKET LEADER IN THE COFFEE CAFÉ MARKET, WHAT STRATEGY DOES QWIKY’S NEED TO ADOPT? ... Ans: Qwiky’s needs to tap the potential south Indian market by increasing its store density. This would help it attain a leadership position in the coffee café market. The rationale: While coffee cafés already have a strong presence in the north (40% of the total outlets), there is not enough evidence to suggest that the market will support further expansion in the near future. Moreover, tea is the dominant beverage in the north Indian market. South India consumes more coffee per capita, and Qwiky’s product offerings have been positioned as being suited for the south. Therefore, it makes strategic sense for Qwiky’s to remain focused on the south Indian market and not lose focus by dissipating its resources over two characteristically diverse markets.