The Success Of The Coffee Industry

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The legend states that a goatherd or goat herder in the mountain tops of Ethiopia, known as Kaldi, noticed over a hundred years ago that his goats would become vastly spirited and energized when eating barriers from a certain tree. This discovery has lead to one of the worlds most demanded commodity crop; missionaries and travellers, traders and colonists continued to carry coffee seeds to new lands and coffee trees were planted worldwide. Fortunes were made and lost throughout these years and in the 18th century, coffee had become one of the worlds most profitable export crops. Even with the struggling economy and the financial crisis that attacked industries worldwide, the coffee industry was vastly growing and people with less…show more content…
The company’s focus was on premium travel, and business-to-business operations, fashion and culture. Illy coffee was also one of the first coffee companies to assimilate automated systems and sophisticated machinery to guarantee the best quality beans and zero defects. Having found success and established a name familiar in most households’ world wide, Illy sought to expand and create new opportunities to grow, and seized the coffee shop industry with Espressomente. The coffee shops mission, passion and obsession is to delight, using the best available technologies while expressing values and ethics that lead the premium coffee industry. Christophe Reale, the managing director of Espressamente at Illy, acknowledges the demand prospects for coffee, and is aware of the growth of niche markets in traditional consuming countries and the opportunities of new consumers in emerging and exporting countries. Christophe anticipated Espressament’s place within the global market and the company’s opportunities for future growth, he knew the importance of prioritizing markets to achieve the global route to markets. Based on previous given knowledge, sales potential analysis and a ton of research, Chistophe decided to focus only on the markets or countries with the most potential. And with this diligent research and vast experience Christophe will foresee where the greatest potential for success lies, and what kind of strategy should be pursued
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