Global & International Business Contexts Essay Example | Topics and Well Written Essays - 2250 words - 1

Global & International Business Contexts - Essay ExampleThis is mainly because of tipsiness habits in non-traditional regions, growing culture of cafes and increasing share of instant burnt umber (Surana 2009).Discussing in detail the coffee market of India, the change in trend towards coffee is mainly due to two reasons, firstly, the entrance of multinational firms which bought the concept of instant coffee that is rising day by day. Secondly, the espresso culture which is encouraging coffee parlours to circularize up for consumers to choose variety of coffee from there, at the same time providing opportunity to meet people and relax (Sreenivasan 1999).These parlours are targeting the people between the come on group of 15-29. This identify that the main target market for these coffee houses is youth which is the major population of India therefore the market is huge and the leader can contact a lot out of it. According to the research, 72% of customer or target market is stude nts or young professional who have enough fluid income to spend on. Another target area for these coffee houses is the young people working in call centers due to which a lot of these cafes are locate near call centers and big companies offices (Choudhury 2007).The coffee provided in a unique environment contributes 7% to the total consumption industry and is expected to grow at half percent (Shenoy 2005). Retail cafs are now multi-crore industry and has a huge potential of growth locally and internationally (The Indian name Of Planning And Management 2006). Currently, there are few key players in the industry Barista, Caf Coffee Day, Costa Coffee, Coffee World, Coffee Bean & Tea flicker (CBTL) and Qwicky. Among them the top two are Barista and Caf coffee day who have captured the major share in the market.The country is moving towards a stable and conducive semipolitical environment as a reduction is seen in internal turmoil due to political influences and moreover, the politi cal parties have shown positive response towards