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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.
Adoption of artificial intelligence technologies in German SMEs — Results from an empirical study
(2021)
Creation of Liquid‐Air Dispersions in Oil and Water: Comparison of Calculations and Measurements
(2021)
Direct Digital Manufacturing - The Role of Cost Accounting for Online Hubs to Access Industry 4.0
(2021)
Direct digital manufacturing – the role of cost accounting for online hubs to access industry 4.0
(2021)