Description
Factors: Analyze the factors that contributed to the obsolescence or dissolution of notable companies in your selected market domain in the recent past. Make sure to discuss both inhibiting and enabling factors in your analysis.
Impact of Factors: Assess the impact of the factors you analyzed on opportunities for change and innovation in the business environment of your selected market domain.
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MARKET DOMAIN
Starbucks Company
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MARKET DOMAIN
Table of Contents
page number
Overview of the coffee industry……………………………………………………………3-4
Introduction …………………………………………………………………………………4-5
Body…………………………………………………………………………………………5-9
Factors contributing to obsolescence of companies in coffee industry
Impact of factors on opportunities for change and innovation in the business environment
Conclusion ……………………………………………………………………………………..9
References ……………………………………………………………………………………10
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MARKET DOMAIN
Overview of the coffee industry
Coffee is one of the world’s most fancied commodity, and one of the best boosters of the
global economy. As such. To fully understand this industry, an in depth understanding of all the
factors play role in the production of the coffee, from the small and large scale farmers, the
retailers and the roasters must be fully analyzed.
Coffee is divided into three main types; the mild coffees, mostly grown by the south and
central American coffee producing countries, is the superior quality of the three, Brazil’s coffee
and the Arabica, which has got different climatic conditions, preparation and cultivation.
The earliest evidence of coffee growing and its use is presented in the middle of the 15 th
century in the countries of Yemen. However, it is said that these coffee beans were exported way
from Ethiopia. From Yemen, the beans started spreading to various parts of the world, from
Mecca and Medna, to Cairo in Egypt, and North Africa. In the Europe, coffee was first
introduced in Malta in the 16th century through slavery. From this central point, the coffee beans
spread to the United Kingdom. Austria, France, Germany, Netherlands and Poland.
The Caribbean were the first coffee growers in the Americas. The coffee grown here was
exported widely in the American countries, and thereafter, the seeds spread too these export
centers, including Mexico and the Santos State of Brazil, which later became the largest coffee
producing center not only in the Americas but also the whole world by 1852(global exchange,
2011) .
Currently. It is estimated that 156 million bags of coffee are produced yearly in the
world, with Brazil being the leading producer (World Market and Trade Report, 2016). The
largest con...
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