Introduction
The product under consideration is specialty coffee. Specialty is a unique product both in the United States and international markets. Although competition in the coffee service industry is very stiff, one of its most impressive features is the ever-increasing demand. Interestingly, the same demand still shows immense potential in the mature markets such San Francisco, Portland, Seattle, and many others. The same potential exists in the rest of the United States. A look at the foreign market also reveals a demand structure that calls for further investments and strategic marketing to penetrate the market and get and get a Continue reading...