Coffee Culture - 17291 Words

Hà ¶gskolan i Halmstad Sektionen fà ¶r ekonomi och teknik Europaekonomprogrammet 180 hp Changes in the coffee culture - opportunities for multinationals coffee shops? C-uppsats i Fà ¶retagsekonomi, Fà ¶retagsekonomi 51-60 p Slutseminarium: 2007-06-07 Fà ¶rfattare: Almqvist Emma Hruzova Barbara Olsson Kajsa Handledare: Max Lundberg Preface and acknowledgement We would like to thank our tutor Max Lundberg at the section of business and engineering at the University of Halmstad for his support and comments throughout the dissertation. We would also like to thank the personnel, managers and the barista for their answers to our questions. Finally we would like to thank the opponent group for their valuable criticism we would also like to take†¦show more content†¦The benefits that the changes in the coffee culture bring are multiple and we see a coffee culture highly adapted to the new trend. This dissertation can be useful for foreign coffee shops to gain knowledge about the Swedish coffee market and its culture. New markets are opening through cultural changes, so marketers and others searching for new marketing opportunities on the Swedish coffee market should read this paper to get ideas, advices and inspiration. Sammanfattning Den svenska kaffekulturen à ¤r under fà ¶rà ¤ndring vilket medfà ¶r affà ¤rsmà ¶jligheter fà ¶r multinationella kaffekedjor. Và ¥rt syfte med denna uppsats var att beskriva den Svenska kaffekulturen och dess fà ¶rà ¤ndringar. Vi ville à ¶ka và ¥r fà ¶rstà ¥else fà ¶r hur dessa fà ¶rà ¤ndringar kan gà ¶ra Sverige till en mer attraktiv marknad fà ¶r coffee shops t.ex. Starbucks som vill etablera sig i Sverige. Vi valde att anvà ¤nda en kvalitativ metod med en abduktiv ansats. Fà ¶r att samla fà ¶rstahands information intervjuade vi en barista och skickade intervjufrà ¥gor till stora coffee shops kedjor i Sverige. Intervjufrà ¥gorna utformades utifrà ¥n fem kategorier framtagna av Rugman och Hodgetts fà ¶r att beskriva kultur. Svaren frà ¥n intervjuerna och en mà ¤ngd artiklar hjà ¤lpte oss att beskriva kaffekulturen och de fà ¶rà ¤ndringar som fà ¶rekommit de senaste à ¥ren. Bland fà ¶rdelarna i de kulturella fà ¶rà ¤ndringarna kunde vi mà ¤rka kunnigare och mer krà ¤vande kunder. ViShow MoreRelatedCoffee Culture : A Beginning Of Coffee1136 Words   |  5 PagesCOFFEE CULTURE A beginning of coffee : The beginning of the coffee is the most famous story in the history of the coffee bean is that they were discovered by goats. Ethiopian legend, Kaldi, a goat herder one day was out with his goats and noticed that they got eating red berries and goats were dancing and excited after eating barries. He thought! this must be good stuff, he also tasted them and also felt a bit excited too. 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