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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|
|Series/Report no.:||Nationalekonomisk inriktning|
|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|
|Appears in Collections:||Magisteruppsatser|
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