Download or read book Market Study about Coffee written by Daniel Hess and published by GRIN Verlag. This book was released on 2004-07-15 with total page 37 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: A plus; 0,7, Budapest Business School (Marketing Departement), course: Marketing Research, language: English, abstract: Our challenge was to introduce a coffee brand into the Hungarian Market called “all continents”. This coffee is for a young target group who like experience connected with a Hungarian image. During our research the following question: Will this launch succeed in the market that we have chosen? Therefore, we focused on the existing Hungarian coffee market; it`s consumers, drinking habits and competitors. To study this we used secondary research, a focus group interview and prepared a questionnaire. Firstly, we focused on the consumers. Coffee is a popular product and very frequently consumed in Hungary. The overall consumption of coffee is increasing as well, especially young people tend to buy more coffee. Furthermore, the consumption of this group is still growing. Secondly, we looked at the drinking habits. Our target group especially liked mixtures and there is willingness in their attitude towards trying new things. Also, they use coffee not only for the functional reason to wake up, but also for social reasons and having fun. Thirdly, we have looked at our competitors. Nescafe represents the spirit of youth by offering specialties. Segafredo is well known for its dynamism and strength. Tchibo is the brand that is lively and well known worldwide. Jacobs stands for the harmony of with variety of flavors. Douwe Egberts has a static image. Omnia is the virtue but is also less dynamic. Julius Meinl represents just quality but in a static way. Now we will try to give advise for the launch. There are good reasons, why the introduction of “all continents” could be successful. As we just explained, that young people are an important, increasing target group and the drinking habits are on the way to change, or are already changing. People want to try new things and drink coffee for a variety of reasons. Furthermore, we see a lack in the positioning image of the existing competitors. Nescafe is for young, experiential people, but it is not Hungarian. Brands with a Hungarian image are Douwe Egberts and Omnia. But their images have gone out of fashion and our target group did not like them. In conclusion, there is no brand, which has the image of a Hungarian brand for young, experiential people. In addition to our research we recommend to consider the analyze of the three remaining P ́s: price, place and promotion.

Download or read book The Coffee Book written by Nina Luttinger and published by New Press, The. This book was released on 2012-05-01 with total page 269 pages. Available in PDF, EPUB and Kindle. Book excerpt: A history of coffee from the sixth century to Starbucks that’s “good to the last sentence” (Las Cruces Sun News). One of Library Journal’s “Best Business Books” This updated edition of The Coffee Book is jammed full of facts, figures, cartoons, and commentary covering coffee from its first use in Ethiopia in the sixth century to the rise of Starbucks and the emergence of Fair Trade coffee in the twenty-first. The book explores the process of cultivation, harvesting, and roasting from bean to cup; surveys the social history of café society from the first coffeehouses in Constantinople to beatnik havens in Berkeley and Greenwich Village; and tells the dramatic tale of high-stakes international trade and speculation for a product that can make or break entire national economies. It also examines the industry’s major players, revealing the damage that’s been done to farmers, laborers, and the environment by mass cultivation—and explores the growing “conscious coffee” market. “Drawing on sources ranging from Molière and beatnik cartoonists to the Food and Agriculture Organization, the authors describe the beverage’s long and colorful rise to ubiquity.” —The Economist “Most stimulating.” —The Baltimore Sun

Download or read book Coffee Consumption and Industry Strategies in Brazil written by Luciana Florêncio de Almeida and published by Woodhead Publishing. This book was released on 2019-09-13 with total page 394 pages. Available in PDF, EPUB and Kindle. Book excerpt: Coffee Consumption and Industry Strategies in Brazil, the latest release in the Consumer Science and Strategic Marketing series, provides an overview of the coffee sector, focusing on marketing strategies, consumer behavior, and strategies for transforming coffee consumption, production and retailing. The book presents the importance of an academician-practitioner perspective to bridge the gap between scholars and managers, and between business schools and the entrepreneurial world. Appropriate for researchers in the fields of food retail and producing, food marketing, consumer behavior, consumer science, agribusiness marketing and strategy, food industry strategy, undergraduate and post-graduate students studying marketing, consumer behavior, strategy, agribusiness marketing and strategy, practitioners in the food industry, marketing managers, and marketing and strategy consultants, this book is a must-read for those contributing to the coffee industry. Presents strategies for transforming coffee consumption, production and retailing Addresses market outlook, factors and trends Outlines coffee industry strategies through business cases that highlight innovative practices Discuss and present the certification role in the coffee producing strategy and retailing The coffee waves and the specialty coffee impact in the consumption and at the retail level Studies the role of retail and the consumer Includes questions and exercises based on case studies and concepts

Download or read book Consumers towards marketing strategies of coffee producers written by Grzegorz Maciejewski and published by BRILL. This book was released on 2023-09-14 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first book presenting the relation between coffee producers and consumers of coffee beverages, at marketing management level. Many books offer advice on how to write effective marketing strategies, but only few indicate how to implement them successfully. This book belongs to the second group. The proposed solutions can be applied by coffee producers, but can also be adapted to suit the needs of enterprises operating on other markets. The actual needs of the clients are presented, and the authors show how to implement and control the adopted marketing strategies to satisfy those needs. Valuable assets this book offers are the control system for the execution of the marketing strategy proposed by the authors (based on the Balanced Scorecard), and the aggregate of 38 indicators enabling you to determine the degree of implementation of the marketing strategy adopted by the enterprise. 'The main idea of the monograph is the effort to improve the activities of coffee producers by analysing and eliminating the discrepancy between the marketing strategies used and the real needs and preferences of consumers. The monograph is based on primary and secondary data obtained as a result of surveys of consumers and participants of the supply side of the coffee market. The conclusions presented in the monograph are drawn from the analysis of documents of twenty-six coffee producers, individual in-depth interviews with managers, a case study of the company MOKATE sp. z o.o. - the leader of the Polish instant cappuccino market, and from direct interviews with 800 coffee consumers. The Polish coffee market is one of the largest markets of this kind in Europe and it has great potential for growth. Therefore, this publication is not only a valuable contribution to research on behaviour of market entities, but also an important source of inspiration for managers responsible for everyday marketing in FMCG markets, in particular, in coffee markets.' Prof. Roman E. Niestrój Professor of Marketing, WSB University, Poland 'This book describes possible marketing strategies with focus on the coffee sector. The history of 'marketing' is presented, from the first attempts at a scientific approach in 1926, up to the establishment of this term in science in the 1950s. The authors refer to various definitions of marketing and describe its strategy variants (defensive/active). The main element (and advantage) of the book is the presentation of various methods of implementation and (equally important) their control. This content is supplemented by tables and figures concerning production, consumption and prices in the coffee market. In general, the book has a significant practical value, as it shows enterprises (not only from the coffee sector) how to effectively implement marketing strategies.' Dr. Joachim Schwanitz Managing Director, Huth's Kaffee & Feinkost, Germany

Download or read book Coffee written by Jonathan Morris and published by Reaktion Books. This book was released on 2018-10-15 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt: Most of us can’t make it through morning without our cup (or cups) of joe, and we’re not alone. Coffee is a global beverage: it’s grown commercially on four continents and consumed enthusiastically on all seven—and there is even an Italian espresso machine on the International Space Station. Coffee’s journey has taken it from the forests of Ethiopia to the fincas of Latin America, from Ottoman coffee houses to “Third Wave” cafés, and from the simple coffee pot to the capsule machine. In Coffee: A Global History, Jonathan Morris explains both how the world acquired a taste for this humble bean, and why the beverage tastes so differently throughout the world. Sifting through the grounds of coffee history, Morris discusses the diverse cast of caffeinated characters who drank coffee, why and where they did so, as well as how it was prepared and what it tasted like. He identifies the regions and ways in which coffee has been grown, who worked the farms and who owned them, and how the beans were processed, traded, and transported. Morris also explores the businesses behind coffee—the brokers, roasters, and machine manufacturers—and dissects the geopolitics linking producers to consumers. Written in a style as invigorating as that first cup of Java, and featuring fantastic recipes, images, stories, and surprising facts, Coffee will fascinate foodies, food historians, baristas, and the many people who regard this ancient brew as a staple of modern life.

Download or read book The State of Sustainable Coffee written by Daniele Giovannucci and published by . This book was released on 2003 with total page 204 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences written by Musso, Fabio and published by IGI Global. This book was released on 2019-10-11 with total page 571 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the world of economics and business, engaging with loyal customers while also seeking out new, potential customers is a must. With the recent advancements of social media technology, these operations have increased the need for more developed methods to mesh consumer-business relationships and retention. The Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences is a thought-provoking reference source that provides vital insight into the application of present-day customer relationship management within the retail industry. While highlighting topics such as digital communication, e-retailing, and social media marketing, this publication explores in-depth merchandiser knowledge as well as the methods behind positive retailer-consumer relationships. This book is ideally designed for managers, executives, CEOs, sales professionals, marketers, advertisers, brand managers, retail experts, academicians, researchers, and students.

Download or read book Fair Trade Coffee written by Gavin Fridell and published by University of Toronto Press. This book was released on 2007-01-01 with total page 377 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using case studies from Mexico and Canada, this book examines the fair trade coffee movement at both the global and local level, assessing its effectiveness and locating it within political and development theory. It provides an analysis of fair trade coffee in the context of global trade.

Download or read book Mobilizing Labour for the Global Coffee Market written by Jan Breman and published by Amsterdam University Press - S. This book was released on 2015 with total page 404 pages. Available in PDF, EPUB and Kindle. Book excerpt: Coffee has been grown on Java for the commercial market since the early eighteenth century, when the Dutch East India Company began buying from peasant producers in the Priangan highlands. What began as a commercial transaction, however, soon became a system of compulsory production. This book shows how the Dutch East India Company mobilized land and labor, why they turned to force cultivation, and what effects the brutal system they installed had on the economy and society.

Download or read book Craft Coffee written by Jessica Easto and published by Agate Publishing. This book was released on 2017-11-14 with total page 191 pages. Available in PDF, EPUB and Kindle. Book excerpt: “Build a better brew by mastering 10 manual methods, from French Press to Chemex, with this comprehensive guide.” —Imbibe Magazine Named a top food & drink book of 2017 by Food Network, Wired, Sprudge, and Booklist This comprehensive but accessible handbook is for the average coffee lover who wants to make better coffee at home. Unlike other coffee books, this one focuses exclusively on coffee—not espresso—and explores multiple pour-over, immersion, and cold-brew techniques on 10 different devices. Thanks to a small but growing number of dedicated farmers, importers, roasters, and baristas, coffee quality is at an all-time high. But for nonprofessionals, achieving café quality at home can seem out of reach. With dozens of equipment options, conflicting information on how to use that equipment, and an industry language that, at times, doesn’t seem made for the rest of us, it can be difficult to know where to begin. Craft Coffee: A Manual, written by a coffee enthusiast for coffee enthusiasts, provides all the information readers need to discover what they like in a cup of specialty coffee—and how to replicate the perfect cup day after day. From the science of extraction and brewing techniques to choosing equipment and deciphering coffee bags, Craft Coffee focuses on the issues—cost, time, taste, and accessibility—that home coffee brewers negotiate and shows that no matter where you are in your coffee journey, you can make a great cup at home. “Engaging and fun . . . I really can’t recommend Craft Coffee: A Manual enough. If you’re even mildly curious about brewing coffee at home, it’s absolutely worth a read.” —BuzzFeed

Download or read book Brewing Justice written by Daniel Jaffee and published by Univ of California Press. This book was released on 2014-09-12 with total page 432 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fair trade is a fast-growing alternative market intended to bring better prices and greater social justice to small farmers around the world. But what does a fair-trade label signify? This vivid study of coffee farmers in Mexico offers the first thorough investigation of the social, economic, and environmental benefits of fair trade. Based on extensive research in Zapotec indigenous communities in Oaxaca, Brewing Justice follows the members of the cooperative Michiza, whose organic coffee is sold on the international fair-trade market, and compares them to conventional farming families in the same region. The book carries readers into the lives of coffee-producer households and communities, offering a nuanced analysis of fair trade’s effects on everyday life and the limits of its impact. Brewing Justice paints a clear picture of the dynamics of the fair-trade market and its relationship to the global economy. Drawing on interviews with dozens of fair-trade leaders, the book also explores the movement’s fraught politics, especially the challenges posed by rapid growth and the increased role of transnational corporations. It concludes with recommendations to strengthen and protect the integrity of fair trade. This updated edition includes a substantial new chapter that assesses recent developments in both coffee-growing communities and movement politics, offering a guide to navigating the shifting landscape of fair-trade consumption.

Download or read book Variance in Approach Toward a Sustainable Coffee Industry in Costa Rica written by Melissa Vogt and published by Ubiquity Press. This book was released on 2019-12-18 with total page 245 pages. Available in PDF, EPUB and Kindle. Book excerpt: Dr. Melissa Vogt considers the influence of Rainforest Alliance and Fairtrade in coffee farming communities of Costa Rica from 2009-2019. Sustainability certifications schemes are working amongst a range of sustainability efforts, unique by their intra market location. The intentions of each certification scheme must be clarified prior to evaluation and their influence considered amongst contextually specific historic and contemporary considerations, and alongside the range of sustainability efforts. The advantages and disadvantages, opportunities for improvement and how alternative mechanisms might improve upon or complement sustainability certification schemes are explained. An epilogue considers how prioritisation of coffee as a cash crop may align with sustainability. The influence on biodiversity, community health and income, and the possible implication of reduced coffee crop density for consumers, the market and farming landscapes is considered. How sustainability standards might better encourage more ambitious sustainability in farming landscapes is for future consideration.

Download or read book The contribution of segmentation profiling and targeting to the successful marketing of Coffee Mate in Great Britain written by and published by GRIN Verlag. This book was released on 2018-08-27 with total page 18 pages. Available in PDF, EPUB and Kindle. Book excerpt: Case Study from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, Dr. Buhmann Schule gemeinnützige GmbH, language: English, abstract: In their daily life coffee is mostly indispensable for people nowadays. Already in the 1980’s in the UK coffee was very popular and well known, even though the English preferred drinking tea. As coffee consumption increased the demand for complementary products like coffee creamers increased also. As coffee creamers gained popularity in the UK Coffee-Mate, Nestlé’s brand of coffee creamer, was faced with the problem that its market was still relatively small with a variety of competitors manufacturing substitutes, e.g. cream and other brands of coffee whitener. Being confronted with this and a decreasing advertising budget the managers of Coffee-Mate were forced to look for new consumers in an attempt to increase sales. As a first step, they did a survey, to get to know their potential customers better and to have a better general overview of the target market. Because the competition in the coffee creamer sector is relatively strong, it was essential that Coffee-Mate created a strategy with the aim of strengthening their position in the coffee creamer market in Great Britain and surpass their competitors. To clarify the next steps for the company, it is the aim of this Case Study to investigate and evaluate the segments of the Coffee-Mate in terms of finding a proper recommendation for an effective strategy that Coffee-Mate could use.

Download or read book The Impact Of Covid 19 On Statistical Characteristics of Coffee Market Evidence From Ethiopian Coffee written by Tewodros Ayalew and published by GRIN Verlag. This book was released on 2020-12-10 with total page 65 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (postgraduate) from the year 2020 in the subject Business economics - Investment and Finance, grade: 96 %, World Wide Education (WORLDQUANT UNIVERSITY), course: FINANCIAL ENGINEERING CAPSTONE PROJECT, language: English, abstract: Following the recent world crisis as a result of COVID-19 pandemic, the world has suffered tremendous losses in almost all market sectors that form the global economy. In this light, the researchers have decided to carry out a market research in one of the sectors of the global economy which is the commodity market. That market has a booming characteristic specifically the Ethiopian coffee export market. Therefore, it will be the project point of focus. The capstone project focuses on analysing 30 years of data and the current year before and after the COVID-19 pandemic, as well as during the period it has existed. The research used a couple of modern day tools to gather and analyse the data which has been collected from the Ethiopian Coffee Authorities. Tools such as Python and Excel have been used to develop a model for prediction and to test the hypothesis such as the ARIMA, Simple Linear Regression as well as the Paired T-test. Correlation and Covariance analyses have been carried out to test the relationship between the Ethiopian coffee market and the global economy participants such as the US and China to evaluate the degree of relationship and to find out whether the COVID-19 Pandemic has any effects on the coffee market in Ethiopia. The research result shows that the Ethiopian coffee export market will double its revenue for the coming 10 years. The project find out COVID-19 has a significant negative relationship with the coffee market but as compared with other countries disasters, the coffee export market in Ethiopia has been slightly impacted, there was still significant growth in the market during this period due to governmental policies put in place to protect the market from crashing or suffering from very heavy losses over time. It can be considered as a role model for other world countries in combating the pandemic to protect the market.

Download or read book Coffee in Health and Disease Prevention written by Victor R Preedy and published by Academic Press. This book was released on 2014-11-12 with total page 1080 pages. Available in PDF, EPUB and Kindle. Book excerpt: Coffee in Health and Disease Prevention presents a comprehensive look at the compounds in coffee, their reported benefits (or toxicity risks) and also explores them on a health-condition specific level, providing researchers and academics with a single-volume resource to help in identifying potential treatment uses. No other book on the market considers all the varieties of coffee in one volume, or takes the disease-focused approach that will assist in directing further research and studies. The book embraces a holistic approach and effectively investigates coffee and its specific compounds from the biochemical to the nutritional well-being of geographical populations. This book represents essential reading for researchers in nutrition, dietetics, food science, biochemistry, and public health. Presents one comprehensive, translational source for all aspects of how coffee plays a role in disease prevention and health Experts in nutrition, diet, and food chemistry (from all areas of academic and medical research) take readers from the bench research (cellular and biochemical mechanisms of vitamins and nutrients) to new preventive and therapeutic approaches Focuses on coffee composition; nutritional aspects of coffee; protective aspects of coffee-related compounds; specific coffee components and their effects on tissue and organ systems Features sections on both the general effects of coffee consumption on the body as well as the effects of specific coffee compounds on specific organ systems

Download or read book Differentiation as the key to success A marketing plan for Starbucks written by Katharina Reinhard and published by GRIN Verlag. This book was released on 2016-03-17 with total page 55 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of King Juan Carlos, language: English, abstract: The present paper develops a marketing plan for Starbucks. The author begins this task by performing a marketing analysis including a Porters Five Forces-analysis of the retail coffee and snacks industry. He then proceeds with an external and internal analysis, examining competitors and social, economic and environmental trends as well as the companies own resources and current position. Following a SWOT-Analysis, different aspects of strategic and operational marketing are highlighted, among them the product itself, price, place, promotion, targeting and segmentation. Finally, implementation and control of the strategy are discussed and a conclusion is drawn.

Download or read book Analysis of the Chinese Markets according to market potential for a premium coffee brand written by Robert Nagel and published by GRIN Verlag. This book was released on 2008-05-28 with total page 167 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Hamburg, language: English, abstract: The thesis is split into six chapters, many with numerous subchapters. Chapter two gives an overview of brand culture in the Food and Beverage, Cosmetic and the Alcohol and Tobacco industries. It starts with an outline of brand history and the character of transitional economies. Before the actual overview of the mentioned industries starts, an explanation about the brand competition is explained. Chapter three focuses on Chinese consumer according to their purchasing decisions, their attitude regarding modernising and westernising, individualism and collectivism and also the differences among regional markets in China. This chapter provides the basis for the following chapters discussing to the Chinese behaviour as well as their attitude toward premium brands and coffee consumption. The chapter four gives the segmentation of Chinese consumers into four key consumer groups according to socio- demographic factors as well as discussing gender aspect. The findings lead to a target group specification, one of which includes premium coffee consumers. Chapter five covers the brand building criteria for a premium brand as well as the legal aspects according to this. The first aspect covering the function of a brand from both the consumer and the company perspective. The model of brand core developments, the brand equity approach and the model of brand nature led to the findings of a brand- driver for the Chinese market as well as some major guidelines for successful branding. There is a paragraph giving additional information about basic economics, legal conditions for foreign investors (including competition law), trade mark law and contract law. The chapter six gives inside information about branding. This includes the brand naming, brand name translation and the brand logo. These aspects have to be seen as one to get complete overview of branding in China and to see the need for brand name translation into Chinese. Additionally, product packaging is also covered.