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Coffee Industry Strategy

In: Business and Management

Submitted By cgyJason
Words 3103
Pages 13
Content

1.0 Introduction 1

2.0 Coffee industry in the world 1
2.1 Driver and trend 1
2.1.1 Porter’s five forces model 2
2.1.2 PEST analysis 4
2.2 Growth of coffee industry 7

3.0 Coffee industry in the China 7
3.1 BCG matrix analysis 8

4.0 Conclusion 10

5.0 Reference 12

1.0 Introduction

Currently, coffee has been a very popular product in the world as well as become a daily item in people’s life. They usually drink coffee in order to relax their mind and refresh themselves. Therefore, coffee industry produces a significant development in the market. This essay will illustrate the situation of coffee industry in the world market, including driver and trend. Also, it will talk about some coffee companies in China like Starbucks, Costa and so on. Some models will be applied to analyze the industry and companies.

2.0 Coffee industry in the world

2.1 Driver and trend

The most important driver of coffee industry is the continuous developing technology. If an industry applies the new technology and produce a new product that people may like, other industries would find advanced technology and use it to produce their products to attract people because the competition between industries is stiff. What is more, the healthy idea of people is an important driver for coffee industry as well. The idea may reduce consumption of coffee as people pay attention to their health and do not want to buy the drinks that are harmful to health. Therefore, coffee enterprises would use some ways to change people’s thoughts.

As for trend of coffee industry, the industry has implemented some ways to earn more revenue and benefits in the fierce competition market. For example, a growing number of marketing slogans are used, such as coffee can relax people’s mind and brain. By doing this, people may do not think coffee is always...

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