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Entry into the Coffee Shop Market – Starbucks establishes in Gothenburg. The demand and supply of the domestic coffee shop market


Please use this identifier to cite or link to this item: http://hdl.handle.net/2077/28685

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Title: Entry into the Coffee Shop Market – Starbucks establishes in Gothenburg. The demand and supply of the domestic coffee shop market
Authors: Bruzelius, Ylva
Johansson, Hanna
Issue Date: 14-Feb-2012
Degree: Student essay
Series/Report no.: Nationalekonomisk inriktning
2012:3
Abstract: This thesis discusses the expansion of Starbucks to Gothenburg and their main preconditions and challenges when establishing. It also looks at the state of competition on the local coffee shop market, students’ preferences and associations towards Starbucks and the students’ willingness to pay for Starbucks’ coffee. In order to gather and analyze this information, a survey has been conducted. The econometric results from this survey combined with Porter’s five forces and the Structure-Conduct-Pe... more
URI: http://hdl.handle.net/2077/28685
Appears in Collections:Magisteruppsatser

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