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Entry Into the Coffee Shop Market – Starbucks Establishes in Gothenburg

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Entry into the Coffee Shop Market – Starbucks establishes in Gothenburg
The demand and supply of the domestic coffee shop market
Ylva Bruzelius & Hanna Johansson 2012-01-25

Fall semester of 2011 Supervisor: Lennart Hjalmarsson Master Thesis in Economics – Industrial Economics (15 hp) The Department of Economics at the School of Business, Economics and Law

Table of contents
Acknowledgements ................................................................................................................................. 2 Summary ................................................................................................................................................. 3 1.0 Introduction ....................................................................................................................................... 4 1.1 Method and demarcation ............................................................................................................... 5 2.0 Starbucks‟ history .............................................................................................................................. 7 2.1 Starbucks‟ growth and expansion.................................................................................................. 9 2.2 Corporate social responsibility (CSR) ......................................................................................... 11 2.3 Starbucks‟ vision ......................................................................................................................... 13 3.0 Competition in the coffee shop market ........................................................................................... 14 3.1 Existing competition.................................................................................................................... 14 3.2 Price elasticity of coffee…...

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