TMGT 632 - Telecommunications management and strategy
Coffee and strategy
We discussed in class today strategies relating to coffee. The following materials may
be of interest.
Of the sellers of ground coffee, two of the "best" brand names are arguably the Italian
Illy and Lavazza
which sell high quality espresso. These firms have gone to considerable lengths to
develop their brand names over many years.
In the mass market, Nescafe from Nestlé is the largest brand, selling a mixture
of powdered, granulated coffees plus canned drinks.
The biggest presence on the retail market for coffee shops is Starbucks.
You can find a detailed case study
at McGraw-Hill. Alternatively, there is a case study from Thunderbird University
Some short case studies
on coffee are available from ThinkQuest.
One case study which
might be comparable with Ethiopia is Mexico, which gives a very detailed analysis of the
circumstances in 2001.
