統一星巴克與City Café 各擅勝場搶攻咖啡市場 / The current study examines consumption habit for coffee users in Taipei and effects of branding on the consumption preference and the possible cannibalization effect of City Café on Starbucks. Through a study consisting of surveys of 108 Taiwanese citizens and a taste test involving 20 students, the following conclusions are made. 1) The findings show 55% of the Taiwanese population drinks coffee on a daily basis and concluded that selling more City Café could increase store revenue by bringing more customers into 7-Eleven stores. 2) The product awareness of City Cafe is gaining quickly with in-store advertising only and without much traditional advertisements; it is enough to have attracted daily drinkers at a rapid rate. 3) Starbucks customers and City Café customers differ in terms of feelings about importance of brand and willingness to pay more for coffee. City Café would not cannibalize Unipresident operated Starbucks walking customer sales if the stores were placed 4 blocks apart. 4) The “blind” and “open” taste tests show people are heavily influenced by brand in their determination of taste. The favorable response in our “blind” taste test compared to the “open” taste test led to the conclusion that a properly managed brand building campaign could increase sales significantly. In the study’s final section, I suggest ways of communicating brand awareness and quality reputation to the customer without infringing on Starbucks market niche. Unipresident seizes Brewed Coffee Market with Starbucks and City Café By Chien-Hui Kao

O café foi de extrema importância para o desenvolvimento e a dinamização da economia brasileira desde meados do século XIX, quando já ocupava a posição de principal produto da pauta exportadora brasileira, aí se mantendo por quase um século. Nos dias atuais, apesar de ter passado por diversos momentos de instabilidade, o Brasil ainda é maior produtor e exportador mundial de café. Atualmente, com a desregulação pelo Estado, há uma mais organização estratégica e maior cooperação entre os agentes. Como o café é um produto típico de exportação, seu preço nas diferentes regiões do país está ligado aos preços internacionais. Teoricamente, os mercados estando interligados, devem ser observadas tendências temporais muito próximas entre as séries no longo prazo. Posto isso, o objetivo do presente trabalho é avaliar a integração e a transmissão de preços do café arábica negociado na bolsa ICE Futures US, em Nova York, para as regiões produtoras de café arábica dentro dos estados de São Paulo (Mogiana e Paulista), Paraná (Noroeste) e Minas Gerais (Cerrado e Sul). Para analisar a relação de assimetria entre os preços de café das bolsas e do mercado físico utiliza-se o modelo descrito por Cânedo-Pinheiro (2012) para o mercado de óleo diesel no Brasil e por Cunha e Wander (2014) para o mercado de feijão no Estado de São Paulo. Como resultados, observou-se a presença de integração entre as séries de preços nas regiões estudadas com os preços da bolsa ICE Futures US, tanto no curto como no longo prazo. Todas as séries apresentaram elasticidade de transmissão de preços maior do que a unidade. A assimetria de transmissão de preços foi verificada em todas as regiões estudadas, ou seja, reduções de preço no mercado internacional são repassadas com maior intensidade para o produtor do que aumentos, exceto no caso do Sul de Minas Gerais, onde os ajustes foram simétricos. Apesar da existência de assimetria no curto prazo, o estudo verificou que no longo prazo, para todas as regiões, a assimetria tende a se inverter e mesmo desaparecer, dependendo do período. No curto prazo, os ajustes de queda são repassados mais rapidamente que os aumentos, enquanto que no longo prazo a velocidade de ajustamento para os aumentos de preços é maior do que para reduções, com exceção da região Mogiana. / Coffee was one of the most important products for the development and dynamism of the Brazilian economy since the mid-nineteenth century, when it held the first position of Brazilian exports, and kept as first for nearly a century. Nowadays, despite of having gone through several moments of instability, Brazil is still the largest coffee producer and exporter in the world. Currently, with the deregulation of the state, there is a more strategic organization and greater cooperation among agents. Because coffee is a typical export product, it´s price in different regions of the country is linked to international prices. Therefore, the price series have the same long term tendency, for being linked. The objective of this study is to evaluate the integration and price transmission of arabica coffee, traded on ICE Futures US in New York, to the producing regions of arabica coffee in the states of São Paulo (Mogiana and Paulista), Paraná (Northeast) and Minas Gerais (Cerrado and South). In order to analyze the asymmetric price transmission between international coffee prices and Brazilian markets, the rule model for the diesel fuel market in Brazil, was the one described by Canedo-Pinheiro (2012), and for the dry bean market in the state of Sao Paulo, the model used by Cunha and Wander (2014). The findings confirm the presence of integration between the price series in the regions studied and the prices of ICE Futures US in both short and long term. All series had elasticity transmission rates greater than unity. The asymmetry in price transmission was present in all regions studied, ie price reductions in the international market are passed on with greater intensity for the producer than the increases, except in South of Minas Gerais, where adjustments were symmetrical. Even though there is short-term asymmetry, the study found that in the long run, asymmetry tends to reverse and even disappear, depending on the period, for all producer regions. Although the drop settings are passed on faster than the increases in the short term, in the long-term the speed adjustment for price increases is greater than for reductions, except Mogiana region.

O café foi de extrema importância para o desenvolvimento e a dinamização da economia brasileira desde meados do século XIX, quando já ocupava a posição de principal produto da pauta exportadora brasileira, aí se mantendo por quase um século. Nos dias atuais, apesar de ter passado por diversos momentos de instabilidade, o Brasil ainda é maior produtor e exportador mundial de café. Atualmente, com a desregulação pelo Estado, há uma mais organização estratégica e maior cooperação entre os agentes. Como o café é um produto típico de exportação, seu preço nas diferentes regiões do país está ligado aos preços internacionais. Teoricamente, os mercados estando interligados, devem ser observadas tendências temporais muito próximas entre as séries no longo prazo. Posto isso, o objetivo do presente trabalho é avaliar a integração e a transmissão de preços do café arábica negociado na bolsa ICE Futures US, em Nova York, para as regiões produtoras de café arábica dentro dos estados de São Paulo (Mogiana e Paulista), Paraná (Noroeste) e Minas Gerais (Cerrado e Sul). Para analisar a relação de assimetria entre os preços de café das bolsas e do mercado físico utiliza-se o modelo descrito por Cânedo-Pinheiro (2012) para o mercado de óleo diesel no Brasil e por Cunha e Wander (2014) para o mercado de feijão no Estado de São Paulo. Como resultados, observou-se a presença de integração entre as séries de preços nas regiões estudadas com os preços da bolsa ICE Futures US, tanto no curto como no longo prazo. Todas as séries apresentaram elasticidade de transmissão de preços maior do que a unidade. A assimetria de transmissão de preços foi verificada em todas as regiões estudadas, ou seja, reduções de preço no mercado internacional são repassadas com maior intensidade para o produtor do que aumentos, exceto no caso do Sul de Minas Gerais, onde os ajustes foram simétricos. Apesar da existência de assimetria no curto prazo, o estudo verificou que no longo prazo, para todas as regiões, a assimetria tende a se inverter e mesmo desaparecer, dependendo do período. No curto prazo, os ajustes de queda são repassados mais rapidamente que os aumentos, enquanto que no longo prazo a velocidade de ajustamento para os aumentos de preços é maior do que para reduções, com exceção da região Mogiana. / Coffee was one of the most important products for the development and dynamism of the Brazilian economy since the mid-nineteenth century, when it held the first position of Brazilian exports, and kept as first for nearly a century. Nowadays, despite of having gone through several moments of instability, Brazil is still the largest coffee producer and exporter in the world. Currently, with the deregulation of the state, there is a more strategic organization and greater cooperation among agents. Because coffee is a typical export product, it´s price in different regions of the country is linked to international prices. Therefore, the price series have the same long term tendency, for being linked. The objective of this study is to evaluate the integration and price transmission of arabica coffee, traded on ICE Futures US in New York, to the producing regions of arabica coffee in the states of São Paulo (Mogiana and Paulista), Paraná (Northeast) and Minas Gerais (Cerrado and South). In order to analyze the asymmetric price transmission between international coffee prices and Brazilian markets, the rule model for the diesel fuel market in Brazil, was the one described by Canedo-Pinheiro (2012), and for the dry bean market in the state of Sao Paulo, the model used by Cunha and Wander (2014). The findings confirm the presence of integration between the price series in the regions studied and the prices of ICE Futures US in both short and long term. All series had elasticity transmission rates greater than unity. The asymmetry in price transmission was present in all regions studied, ie price reductions in the international market are passed on with greater intensity for the producer than the increases, except in South of Minas Gerais, where adjustments were symmetrical. Even though there is short-term asymmetry, the study found that in the long run, asymmetry tends to reverse and even disappear, depending on the period, for all producer regions. Although the drop settings are passed on faster than the increases in the short term, in the long-term the speed adjustment for price increases is greater than for reductions, except Mogiana region.

The main objective of this Masters thesis is to identify and describe segments of customers in coffee market in Czech republic. Furthermore objective is to formulate marketing recommendation on how to address those customers. To fullfil this goal is not be possible without deep knowledge of whole coffee market and of those customer segments. To understand the market itself, data from Nielsen agency are used. As to complete whole segmentation process MML-TGI data of Median agency are used. To paint the final picture of coffee market and to verify formulated hypothesis further qualitative research has been conducted in for of individual interviews.

This thesis deals with the acquisition of new customers from among the young generation. In the theoretical part thesis deals with the purchase of consumer behavior, the methods used in the practical part and especially the coffee market. Firstly, the work focuses on coffee and coffee market in general then the emphasis is put mainly on the coffee market in the Czech Republic. In the practical part comes introduction of the particular company, the subsequent analysis of market data and consumer. Consumer analysis is performed using both qualitative and quantitative marketing research. The aim is to detect potential and addressing problems of the brand.

As transformações observadas nos últimos vinte anos no mercado cafeeiro para diferenciar o produto com base em parâmetros de qualidade atendem a novos valores associados ao consumo. Mais do que uma estratégia de concorrência para agregar valor, a diferenciação de cafés reorganiza as relações sociais em todo sistema produtivo, desde a produção e o comércio dos grãos até a torrefação e a distribuição para os consumidores, por meio de ações cooperativas que viabilizam a coexistência das novas formas de organização com os mercados tradicionais. A qualidade do café pode assumir uma ampla gama de conceitos, sendo os mais tradicionais relacionados a fatores como clima, solo, altitude, sistema de produção e beneficiamento. Os novos parâmetros dos cafés diferenciados, chamados de especiais, apresentam tanto dimensões materiais - que incorporam atributos de natureza física e sensorial, e geralmente se traduzem em qualidade superior da bebida quanto dimensões simbólicas, relacionadas a uma nova ética associada a características ambientais e sociais da produção, como no caso dos cafés orgânicos, sombreados e do comércio solidário, definidos como cafés sustentáveis. Tendo em vista a forte associação entre a qualidade dos cafés e a dos vinhos, esta pesquisa investiga a organização social do mercado de cafés sustentáveis, para responder porque, em meio a uma proliferação de selos de qualidade, os mecanismos de certificação sustentável de café se estruturam de tal modo que não consideram a origem dos plantios. O eixo temático está nos processos de padronização e de certificação de qualidade. Estes novos mercados vêm sendo construídos para expressar novas relações de poder no segmento de cafés especiais, e transformam o mercado com atores anônimos em mercados onde eles têm identidades. A valorização material e simbólica de parâmetros ambientais e sociais da produção e comércio é capaz de formar redes de cooperação que funcionam dentro de uma lógica distinta da estrutura vigente, e proporciona maiores ganhos a atores sociais que estavam em alguma desvantagem no mercado de commodities por não terem a qualidade e identidade de seus produtos devidamente recompensada e reconhecida. Estudos desta natureza exigem uma análise que inclua a sociologia dos mercados para avaliar o emaranhado de relações sociais na vida econômica. A abordagem teórica da sociologia econômica fornece elementos para avaliar o processo de construção social dos mercados, especialmente os novos, por meio de quatro pilares que lhes dão sustentação: os direitos de propriedade, as estruturas de governança, as regras de troca e as concepções de controle. O enfoque político-cultural enfatiza a perspectiva histórica dos mercados para compreender o papel dos grupos dominantes e desafiantes em arenas de ação, considerando a participação de atores sociais como governos, firmas e consumidores, entre outros, e seus incentivos para ações cooperativas a partir dos laços cognitivos que os unem. O estudo empírico focalizou duas regiões geograficamente delimitadas, pioneiras no cultivo, comércio e certificação de cafés sustentáveis: a Serra de Baturité, no Ceará, onde se cultiva o café em sistema sombreado e os municípios de Machado e Poço Fundo situados no Sul de Minas, no estado de Minas Gerais, onde se encontram cafés orgânicos e do comércio solidário. Estes casos foram escolhidos pois, ao contrário de outras regiões produtoras de cafés especiais, os cafeicultores destas regiões mostram evidências informais de valorização da origem dos plantios e estão submetidos a um conjunto de regras e de controles específicos que os diferenciam como sustentáveis. / Over the last twenty years, the coffee market has been transformed by moves to differentiate products through the construction of quality standards that embrace new values associated with consumption. More than a value-adding competitive strategy, coffee differentiation reorganizes social relations across the production system, from grain production and trade to roasting and consumer distribution by means of cooperative actions that enable the coexistence of new organizational forms with traditional markets. Coffee quality is a function of a wide array of concepts, with those related to climate, soil, altitude, production systems and processing being the most traditional. The new parameters for differentiated coffees, called special or specialty, present not only material dimensions - incorporating physical and sensory attributes generally translated into a superior kind of beverage - but also symbolic dimensions, concerning a new ethic which is allied to social and environmental production characteristics, such as the case with organic, shade-grown and fair-trade coffees, defined as sustainable coffees. Taking into account the strong association between quality of coffee and quality of wine, this research investigates the social organization of the sustainable coffee market in order to answer the question of why, amidst a profusion of quality seals, the mechanisms for certifying sustainable coffee are structured so as not to consider the origin of the crops. This work focuses on the quality standardization and certification processes as its pivotal theme. These refer to emerging markets being built to express new power relations in the segment of specialty coffees that transform markets populated with anonymous agents into markets where these agents have identities. The material and symbolic valuation of social and environmental parameters of production and trade not only form cooperative networks operating on a logic different from that currently in force, but also provide higher gains to social actors who were disadvantaged in the commodities market for not having the quality and identity of their products duly rewarded and recognized. Studies of this nature require an analysis that includes the sociology of markets in order to assess the mesh of social relations within economic life. The theoretical approach of economic sociology, which provides elements to evaluate the process of, particularly new, social market construction, is dependent upon four essential factors: property rights, governance structures, rules of exchange and conceptions of control. The political-cultural approach emphasizes the historic perspective of the markets to understand the role of dominant groups and challengers in action arenas and considers the participation of social actors like governments, firms and consumers, among others, and their incentives for cooperative actions based on the cognitive ties that bind them. The empiric study focused on two geographically-delimited regions which pioneered the cultivation, trade and certification of sustainable coffees: the Baturité Mountain Range in the state of Ceará where shade-grown coffee is cultivated and the municipalities of Machado and Poço Fundo, located in southern Minas Gerais state, where organic and fair trade coffees are found. These cases were chosen because, unlike other locales producing specialty coffee, these are regions where coffee growers display informal evidence of adding value to the origin of the coffee crop, submitting as they must to a set of specific rules and controls that differentiates them as sustainable.

The purpose of this study is to examine the German coffee market and its appropriateness as a new market to enter for the startup Company Briu. The company has been continuously growing since its initial start. The Chilean Coffee startup has since then looked for new markets opportunities in Europe. Their favored market is Germany. The research conducted in this paper is supposed to reveal the market its suitability for the company its expansion. The following key areas are assessed in order to decide whether or not the company should enter the market: 1. The demand for specialty quality coffee in Germany 2. The supply chain for the product 3. Governmental support of startups in Germany 4. The potential of the German Coffee Market 5. The legal and regulatory frame in Germany 6. German Customer 7. Market attractiveness 8. Ease of entry 9. Partner selection In this study, nine Coffee startups were interviewed. All the companies are located in Germany and the interviews were conducted via phone. The results suggest that the demand for specialty coffee in Germany is high enough to make the market entry of the company successful. The legal and financial landscape of the German startup industry supports the decision to enter the German specialty coffee market and an appropriate supply chain as well as suitable business partners are available.

As transformações observadas nos últimos vinte anos no mercado cafeeiro para diferenciar o produto com base em parâmetros de qualidade atendem a novos valores associados ao consumo. Mais do que uma estratégia de concorrência para agregar valor, a diferenciação de cafés reorganiza as relações sociais em todo sistema produtivo, desde a produção e o comércio dos grãos até a torrefação e a distribuição para os consumidores, por meio de ações cooperativas que viabilizam a coexistência das novas formas de organização com os mercados tradicionais. A qualidade do café pode assumir uma ampla gama de conceitos, sendo os mais tradicionais relacionados a fatores como clima, solo, altitude, sistema de produção e beneficiamento. Os novos parâmetros dos cafés diferenciados, chamados de especiais, apresentam tanto dimensões materiais - que incorporam atributos de natureza física e sensorial, e geralmente se traduzem em qualidade superior da bebida quanto dimensões simbólicas, relacionadas a uma nova ética associada a características ambientais e sociais da produção, como no caso dos cafés orgânicos, sombreados e do comércio solidário, definidos como cafés sustentáveis. Tendo em vista a forte associação entre a qualidade dos cafés e a dos vinhos, esta pesquisa investiga a organização social do mercado de cafés sustentáveis, para responder porque, em meio a uma proliferação de selos de qualidade, os mecanismos de certificação sustentável de café se estruturam de tal modo que não consideram a origem dos plantios. O eixo temático está nos processos de padronização e de certificação de qualidade. Estes novos mercados vêm sendo construídos para expressar novas relações de poder no segmento de cafés especiais, e transformam o mercado com atores anônimos em mercados onde eles têm identidades. A valorização material e simbólica de parâmetros ambientais e sociais da produção e comércio é capaz de formar redes de cooperação que funcionam dentro de uma lógica distinta da estrutura vigente, e proporciona maiores ganhos a atores sociais que estavam em alguma desvantagem no mercado de commodities por não terem a qualidade e identidade de seus produtos devidamente recompensada e reconhecida. Estudos desta natureza exigem uma análise que inclua a sociologia dos mercados para avaliar o emaranhado de relações sociais na vida econômica. A abordagem teórica da sociologia econômica fornece elementos para avaliar o processo de construção social dos mercados, especialmente os novos, por meio de quatro pilares que lhes dão sustentação: os direitos de propriedade, as estruturas de governança, as regras de troca e as concepções de controle. O enfoque político-cultural enfatiza a perspectiva histórica dos mercados para compreender o papel dos grupos dominantes e desafiantes em arenas de ação, considerando a participação de atores sociais como governos, firmas e consumidores, entre outros, e seus incentivos para ações cooperativas a partir dos laços cognitivos que os unem. O estudo empírico focalizou duas regiões geograficamente delimitadas, pioneiras no cultivo, comércio e certificação de cafés sustentáveis: a Serra de Baturité, no Ceará, onde se cultiva o café em sistema sombreado e os municípios de Machado e Poço Fundo situados no Sul de Minas, no estado de Minas Gerais, onde se encontram cafés orgânicos e do comércio solidário. Estes casos foram escolhidos pois, ao contrário de outras regiões produtoras de cafés especiais, os cafeicultores destas regiões mostram evidências informais de valorização da origem dos plantios e estão submetidos a um conjunto de regras e de controles específicos que os diferenciam como sustentáveis. / Over the last twenty years, the coffee market has been transformed by moves to differentiate products through the construction of quality standards that embrace new values associated with consumption. More than a value-adding competitive strategy, coffee differentiation reorganizes social relations across the production system, from grain production and trade to roasting and consumer distribution by means of cooperative actions that enable the coexistence of new organizational forms with traditional markets. Coffee quality is a function of a wide array of concepts, with those related to climate, soil, altitude, production systems and processing being the most traditional. The new parameters for differentiated coffees, called special or specialty, present not only material dimensions - incorporating physical and sensory attributes generally translated into a superior kind of beverage - but also symbolic dimensions, concerning a new ethic which is allied to social and environmental production characteristics, such as the case with organic, shade-grown and fair-trade coffees, defined as sustainable coffees. Taking into account the strong association between quality of coffee and quality of wine, this research investigates the social organization of the sustainable coffee market in order to answer the question of why, amidst a profusion of quality seals, the mechanisms for certifying sustainable coffee are structured so as not to consider the origin of the crops. This work focuses on the quality standardization and certification processes as its pivotal theme. These refer to emerging markets being built to express new power relations in the segment of specialty coffees that transform markets populated with anonymous agents into markets where these agents have identities. The material and symbolic valuation of social and environmental parameters of production and trade not only form cooperative networks operating on a logic different from that currently in force, but also provide higher gains to social actors who were disadvantaged in the commodities market for not having the quality and identity of their products duly rewarded and recognized. Studies of this nature require an analysis that includes the sociology of markets in order to assess the mesh of social relations within economic life. The theoretical approach of economic sociology, which provides elements to evaluate the process of, particularly new, social market construction, is dependent upon four essential factors: property rights, governance structures, rules of exchange and conceptions of control. The political-cultural approach emphasizes the historic perspective of the markets to understand the role of dominant groups and challengers in action arenas and considers the participation of social actors like governments, firms and consumers, among others, and their incentives for cooperative actions based on the cognitive ties that bind them. The empiric study focused on two geographically-delimited regions which pioneered the cultivation, trade and certification of sustainable coffees: the Baturité Mountain Range in the state of Ceará where shade-grown coffee is cultivated and the municipalities of Machado and Poço Fundo, located in southern Minas Gerais state, where organic and fair trade coffees are found. These cases were chosen because, unlike other locales producing specialty coffee, these are regions where coffee growers display informal evidence of adding value to the origin of the coffee crop, submitting as they must to a set of specific rules and controls that differentiates them as sustainable.

Conducting successful business requires a clear and steady brand identity, which is a part of brand management (Aaker, 1996; Kapferer, 1992, de Chernatony, 1999). Sticking to the core values and the traditions of the brand is beneficial. However, it seems advantageous to possess a flexible brand identity for the brand to be able to adapt to market trends and development. This could be of even more importance if the brand is existing in a dynamic market (Eisenhardt & Martin, 2000). This study aims to understand and further describe the role of flexible brand identity in a dynamic market, from a corporate point of view. The study was made according to an inductive approach of qualitative research, which enabled data collection from two case companies. The Swedish coffee market was chosen as the case market. Hence, five in-depth interviews were conducted with people working for two established coffee brands in Sweden.    The empirical findings showed the importance of working on the brand identity to stay relevant in the Swedish coffee market. Factors and stakeholders such as consumers, retail, shops, origin of the coffee, changes in consumer interests, and market trends were mentioned. Communication, and brand transformation, also appeared to be important factors within the study. The empirical findings have been analysed in comparison to the previous research on brand identity and dynamic markets, as well as further developed and discussed.  Altogether, the study aimed to discuss concepts and the empirical findings, and by the inclusion of the research questions: 1) How do companies work on transforming their brand identity? 2) How can a flexible brand identity be favourable when existing in a dynamic market? In conclusion, the Swedish coffee market appears to be moderately dynamic, and the benefits of a flexible brand identity is the ability to adapt and adjust for market trends, as long as the core values are taken into account during the changes. / Att driva framgångsrik business innebär ett behov av en tydlig och stabil varumärkesidentitet, vilken är en del inom varumärkeshanteringen (Aaker, 1996; Kapferer, 1992, de Chernatony, 1999). Det är föredömligt att hålla sig till varumärkets grundvärderingar och traditioner, men kan även vara fördelaktigt att bedriva en mer flexibel varumärkesidentitet för att kunna anpassa den till marknadstrender- och utveckling. Det kan vara om än mer viktigt om varumärket verkar på en dynamisk marknad (da Silveira, 2013; Eisenhardt & Martin, 2000). Den här studien syftar till att förstå och vidare beskriva innebörden av en flexibel varumärkesidentitet på en dynamisk marknad, och detta utifrån ett företagsperspektiv. Den kvalitativa studien utfördes genom en induktiv ansats, med datainsamling från två olika företag på den svenska kaffemarknaden. Sammanlagt har fem anställda inom två svenska kaffevarumärken har intervjuats.    Den empiriska datan visade på att det är viktigt att jobba med varumärkesidentiteten för att vara relevant på den svenska kaffemarknaden. Faktorer och intressenter, såsom konsumenter, dagligvaruhandeln, kaffebutiker och kaffets ursprung, nämndes upprepat. Trender och svängande kaffeintresse samt kommunikation och varumärkestransformation var också centrala aspekter. Den empiriska datan har analyserats och jämförts med tidigare forskning men har också utvecklats och vidare diskuterats.    Sammantaget syftar studien till att diskutera koncepten och den empiriska datan och syftet har brutits ned i två forskningsfrågor: 1) Hur kan företag arbeta med att transformera sin varumärkesidentitet? 2) Hur kan en flexibel varumärkesidentitet vara fördelaktig på en dynamisk marknad? Utifrån analysen drogs slutsatsen att den svenska kaffemarknaden är “moderately dynamic” och fördelarna med en flexibel varumärkesidentitet är att den kan anpassas efter marknaden och dess trender, så länge grundvärderingarna tas i beaktning genom förändringarna.

This thesis researches the world coffee and tea trade, especially their flows and trends in consumption and production and trade regulations that affect these flows. This paper is divided into three chapters. The first chapter focuses on the world coffee and tea production, the economic benefits of these commodities for producing countries and the outlook for these markets. Another chapter deals with the coffee and tea market, the development of demand, supply and price is examined. This chapter is also dedicated to the concept of Fair Trade and to the forms of trading on examined markets. It is explained how the commodity exchange, tea auctions and trading on the basis of financial derivatives work. The last chapter investigates the forms of international regulations that have been requested by the global coffee and tea trade.