Coffee In Canada Case Study Essay

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The Canadian hot drinks market valued at $1114.7 million is forecasted to have an increase of 12.9% by 2019. Coffee accounts for 67% of the market’s total value as around 2 in 3 Canadian adults drink at least one cup of coffee a day (Canada - Hot Drinks, 2015). This shows that Joe should definitely stay in the business as there is money to be made. However, he needs to make some changes to his business if he wants to keep up with the latest trends and meet customer needs.
I recommend that he invest in reduced caffeine coffee products as consumers are becoming more health conscious shown by a 7% increase in sales for decaffeinated coffee products (Coffee in Canada, 2015). Consumers are searching for healthier products to minimize the negative
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