Summary:
In the context of my diploma, I decided to conduct an analysis of the COFFEE ISLAND strategy that is active in the coffee market.
The first step was to develop a general analysis of the concept of the company’s strategy and the basic principles to follow in order to be sustainable and competitive.
Next, it follows a general analysis of the coffee market in Greece with statistical data and comparisons of the coffee companies, as well as an analysis of the model of the five forces of PORTER. Finally, a swot analysis is presented.
The next chapter is a presentation of the company and a historical review. Reference is made to company philosophy, products, organizational structure and innovation.
Then, in particular, the company's strategy is developed and the company's internal environment is analyzed through the SWOT analysis. Franchise's strategy, advantages and disadvantages for both sides are developing. In order to better understanding of the Coffee Island’s strategy, it was decided to develop a questionnaire from both the franchisor and the franchisee.
Finally, in completion, I present all the actions that need to be taken in order for the company to properly and successfully implement its strategic plan. Moreover, what should the company do to remain competitive and continue its profitability within the Greek market.
