This case provides an interesting situation for management students to discuss and analyze on the Coffee Major Barista. It addresses a number of marketing and strategic issues like branding, brand extension, international expansion, distribution, franchising, pricing and positioning to name a few. What is very interesting about this case is that it identifies typical problems associated with formulating strategies in a fast evolving market with competition expected from all over the world. With each new entrant, the industry structure and market dynamics changes...click here to read ahead
