{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Industry_Analysis_Example - Industry Analysis Snack and...

Info icon This preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon
Industry Analysis Snack and Nonalcoholic Beverage Bars (722213) Coffee Shops (7222135) MGT 6367 Marketing Management Section 1QA Spring 2005 Professor Bert Williams
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Snack and Nonalcoholic Beverage Bars MGT 6367 Industry Analysis Team Beverage 1 Executive Summary This paper presents an analysis of the gourmet coffee shop industry. Coffee is an important global commodity and the specialty coffee industry has developed into a multi-billion dollar business in the United States. Important trends in consumer behavior are identified and discussed and key market segments are described. An analysis of the overall market is presented and along with key success factors for competing successfully in the industry. The major competitors in the specialty coffee industry are listed along with an overview of the competitive environment and recent competitive strategic factors and trends. External factors, including environmental, political, health, and legal conditions are noted. Finally, current opportunities in the industry are identified along with potential strategies to exploit those opportunities. Page 2
Image of page 2
Snack and Nonalcoholic Beverage Bars MGT 6367 Industry Analysis Team Beverage 2 Table of Contents 1 Executive Summary ........................................................................................................ 2 2 Table of Contents ............................................................................................................ 3 3 Industry Background ....................................................................................................... 4 3.1 Industry Snapshot .................................................................................................... 4 3.2 Coffee Production History ....................................................................................... 4 3.3 Coffee Categories .................................................................................................... 5 4 Customer Analysis ......................................................................................................... 5 4.1 Historical Customer Trends ..................................................................................... 5 4.2 Current Key Market Segments ................................................................................. 7 5 Market Analysis ............................................................................................................... 9 5.1 Market Definition ...................................................................................................... 9 5.2 Demand Trends ..................................................................................................... 10 5.3 Product Life Cycle of Coffeehouses ...................................................................... 11 5.4 Key Success Factors ............................................................................................. 11 6 Competitive Environment .............................................................................................. 12 6.1 Competing Firms .................................................................................................... 12 6.2 Differentiating Strategies ........................................................................................ 13 6.3 Recent Competitive Trends ................................................................................... 13 7 External Factors ............................................................................................................ 14 7.1 Environmental Factors ........................................................................................... 14 7.2 Political Factors ...................................................................................................... 15 7.3 Health Factors ........................................................................................................ 16 7.4 Legal Factors ......................................................................................................... 16 8 Keys to Success ........................................................................................................... 17 8.1 Success Factors ..................................................................................................... 17 8.2 Opportunities .......................................................................................................... 17 9 Summary and Conclusion ............................................................................................. 18 Page 3
Image of page 3

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Snack and Nonalcoholic Beverage Bars MGT 6367 Industry Analysis Team Beverage 3 Industry Background Coffee is one of the world's most popular beverages and is arguably the most widely consumed liquid in the world aside from water. Specialty coffee is a thriving industry and coffeehouses have become a prominent feature of the consumer culture in the United States. 3.1 Industry Snapshot Coffee is the world's second most traded commodity after oil. The U.S. coffee industry can be traced back to the seventeenth century, when coffeehouses, already quite popular in Europe, began to open in the colonies. At that time, only whole coffee beans were available, and these were sold from a barrel to be blended and ground in the home for boiling. Since 1985, the specialty coffee business has risen from a multi-million dollar industry to a multi-billion dollar industry. The success of the industry is indicated by a number of trends in the overall coffee industry, but most significantly by the coffeehouse revival, the sale of whole-bean coffee, and the increase in coffee consumption.
Image of page 4
Image of page 5
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern