@phdthesis{Archila,
  type      = {Bachelor Thesis},
  author    = {Daniela Archila},
  title     = {A Strategic Analysis of the Specialty Coffee Business in Germany},
  url       = {https://nbn-resolving.org/urn:nbn:de:bsz:944-opus4-10415},
  pages     = {XVII, 117},
  abstract  = {Strategy development is one of the crucial factors for a firm's performance. For it to be developed, a strategic analysis has to be conducted first. It enables companies to gain a deeper understanding of their internal and external environment. In the present work, the specialty coffee market is closely analyzed through a strategic analysis. The focus of this study is the young company Tikuna, a coffee producer that aims to enter the German market. In this context, Tikuna's possible entry into the German market and the companies competitive capacities are analyzed. In order to implement the different tools of the analysis, extensive literature research, as well as one expert interview and a survey were conducted. It was found that Tikuna possesses all characteristics to enter the German market. However, due to the lack of a differentiation factor in Tikuna's value proposition, its competitive capacity is limited to a short period of time. In this sense, different recommendations are given in order to ensure long term success in the market. The central one being that Tikuna has to use its main strength and bring innovation to the market.},
  language  = {en}
}