영문리포트-캡슐커피 시장 분석

목차

1. Introduction
2. Industry Analysis
3. Industry Trends
4. Comparison Between Nespresso and Starbucks
5. Conclusion
6. REFERENCE LIST

본문내용

At-home coffee industry has been growing at an exponential rate with the introduction of motley products that launched internationally. Indeed, the at-home coffee industry has had a growth rate of 8.4% over the period of 2016-2018 (Nestle Investor Seminar, 2019). How has this market grown so fast in such a short period of time? To explain this fast change in the coffee industry, it is paramount to examine the changes in industry trends and look at the major players dominating the market. After industry analysis, this paper specifically examines Nespresso and Starbucks Corporation in depth, as they are two of the most notable companies that have successfully secured a major market share in this market. Through deep analysis of international strategies starting from entry modes to expansion strategies these two companies took, this paper concludes that companies with core technologies like, Nespresso takes on a transnational strategy to protect their core technologies

참고자료

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· Arla Foods. Consolidated Annual Report 2019. 2019
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· “Global Coffee Market (2020 to 2026) - Industry Perspective, Comprehensive Analysis and Forecast - ResearchAndMarkets.com.” Business Wire, 6 Oct. 2020, www.businesswire.com/news/home/20201006005799/en/Global-Coffee-Market-2020-to-2026---Industry-Perspective-Comprehensive-Analysis-and-Forecast---ResearchAndMarkets.com.
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