In response to the penetration of Starbucks

In response to the penetration of Starbucks, the Management of CCD believed that CCD was in strong position to protect its brand image and market share, regardless of the strengths of Starbucks. However, from the perspective of strategic direction for the brand, I would recommend to examine some other elements to identify the appropriate course correction.
To begin with, the CCD retail coffee brand was ambitious to be ranked top-two or top-three globally in next two decades. In the short-term, CCD wanted to be the best café chain in the country by offering world class coffee experience at affordable price. Hence, competing and beating Starbucks in India will be the first test for CCD.