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This case addresses a number of marketing and strategic issues in fast evolving market with competition expected from all over the world. We are well aware with each new entrant, the industry structure and market dynamics changes and the existing players have to cope with various marketing and strategic issues. This happened in the coffee café industry in India in which Barista is participating.

Another interesting issue for management students to discuss and analyze is how fast a company should try to grow? What happens when strategic investors who have their own agenda buy into the company.

The case also includes detailed description and situation of the various competitors in the coffee café industry. One of the interesting way for the instructor to teach the case could be to form groups to discuss and write about what strategies each of the player in the coffee café industry should adopt as in a evolving market you have to also visualize what the competitors strategies would be.

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Avinash Narula, Customer Mathematics, Customer Man, Motivational speaker
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