Benefits and Challenges of the Omni-channel Strategy Deployment by International Retail Coffee Companies on the Host Asian Markets Exemplified by Starbucks in India and China

The research is devoted to the study of benefits and challenges of the omni-channel strategy deployment to the host Asian markets by international coffee retail Starbucks Company. To reach the researching goal, in the first chapter was analyzed the previous works on omni-channel strategy as a new phenomenon and new attribute of digital engagement, defining distinguishing characteristics from traditional and multi-channel operating modes and its improvement in the foodservice industry. In the second chapter was made an overview of new digital growth trends in foodservice industry of international retail companies on Asian markets. Then one prominent example of good implementing and using digital possibilities in retailing: omni-channel – namely Starbucks – was analyzed. Through case study research method, it was investigated how international coffee retail company deploys omni-channel strategy on the host markets and how it uses the tools ensured by the strategy. The final part summarizes omni-channel deployment, describes the benefits and challenges for international coffee retail companies while using the omni-channel retailing, and also gives the recommendations for either coffee retail companies or further research of the topic. The hypothesis of the master thesis that the omni-channel strategy deployment increases company’s sales and customer loyalty through the integration online and offline channels was confirmed.