Starbucks announced last Monday that it will bring its low-fat soy lattes to one of the world’s most dynamic, fast-growing markets: India. While its focus might be on the rapid growth of the middle class, or the competitive threat from local players Barista and Café Coffee Day, Starbucks should be worried most about their partnership with Tata Coffee. They don’t want to join the long line of failed joint ventures that came before them:
To succeed in India, Western executives must build their own capabilities to prioritize opportunities and localize their strategy – instead of relying solely on joint venture partners. But prioritizing and localizing is particularly difficult in India, where much of the business potential lies in diverse, hard-to-penetrate markets beyond the metros. Few executives have the information or experience to meet these challenges.
Frontier Strategy Group is pleased to introduce our India Growth Package – two new tools designed to support executives in prioritizing opportunities and localizing their strategy:
- India MarketView: An online, executive tool that provides an in-depth view of India’s 35 states and union territories, and an independent, 3rd party assessment of growth opportunities
- India Growth Forums: Ongoing expert teleconference series to support execution in the marketplace