The coffee market

We are 5 students from Skema Business School currently studying in Master.

 

We created this blog in order to propose the best solution for our strategic brand management course. Indeed, we offer a brand strategy audit about the coffee market. In order to analyze properly this huge market, we choose to take as an example three powerful and historical brand which are  Nescafé, Illy and Maxwell House.

 

We will try to give to our visitors all the elements needed to understand the market. Our blog is divided in different sections:

 

1. The general overview of the coffee market

2. The customer insight (the perception of the brands, the differentiation, value creation...) 

3. The global influence of powerful companies (thanks to tools we learnt in class, we will understand what is happening on the coffee market and the global influence of Nestlé (Nescafé) , Kraft (Maxwell House) and Mido (Illy).