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Institute
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.
Purpose: The aim is to be able to advise patients on the choice of sports and exercises regarding the effects on the intraocular pressure.
Methods: The search engines Google Scholar and PubMed were used to search for suitable studies. The studies were summarized, and the most important data were collected in one table for each study. The effect on the IOP was extracted or, if not given in the article, calculated by the difference of means of the IOP after or during exercise, and the baseline IOP before, whenever these values were available.
Findings: A total of 47 studies out of the years 1990 to 2020 that investigated the influence on the IOP of the most popular sports actively practiced in Germany were reviewed and summarized: twelve for running, sixteen for fitness/ weight training, one for swimming/diving, twelve for cycling, four for hiking, and two for yoga.
Conclusions: Throughout all studies and sports it was seen that physical fitness stabilized the IOP. Higher
intensity of exercise led to higher fluctuations of the IOP. Moderate endurance training keeps the IOP fluctuations low and may lead to a lower baseline IOP if practiced on a regular base. Fitness and weight training lead to fluctuations of the IOP in a pronounced manner when performed at moderate and high intensity. Therefore, only a moderate training can be recommended if there is need to keep the IOP stable. Isometric exercise is not recommended as it provokes a rise of the IOP even when performed with light loads. The Valsalva Maneuver should always be avoided as it leads to additional fluctuations of the IOP. Also, the IOP behaved more stable during resistance training when higher fitness was present.