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A new way to sell coffee
How to sell roasted coffee
Reasons of a closed market (concentrated)
The world consumes more than 6 millions tonnes of coffee; green coffee beans are the 2d commodity in the world after Petroleum. Roasted coffee which represent a huge market for agro-industrial companies, gathered 3 big majors that share 75 % of the market (Kraft,Sara Lee and Nestlé).
This concentration of companies in the market has different historical causes but we also can find some reasons in the retail channel or the steps in the supply chain where coffee takes value. This last one is quiet important to be aware of if we want to understand the success and the revolution of Nespresso.
Coffee beans increase in value when it’s roasted (product creation) and when it’s prepared (service). Coffee beverage taste well just after it’s prepared , because of that, this step has kept an artisanal aspect or an art (as Italian says) which is enjoyed by the barista of the......
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Title: Student
Approximate Word Count: 1920
Approximate Pages: 8 (250 words per double-spaced page)
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