The European Coffee Market: differentiated demand and producers' strategies.

The purpose of this thesis is to analyze the European coffee market. Starting from an historical perspective, the thesis will focus on the roasting process, the differentiated demand and the strategy pursued by the largest roasting companies. In particular, the European market is examined by considering the countries with the greatest influence in terms of per capita consumption, and for each, one or two large roasters were identified, to have a complete view of the competitors in Europe. In addition, the three largest chains for out-of-home consumption were analyzed. Finally, to get a more complete picture of the context, analysis of the coffee market was carried out through PESTEL framework and the Porter's Five Forces.