The Italian coffee market. Competitive strategies in a saturated market.

The purpose of this paper is to examine the coffee market, in particular the Italian one, from an historical and industrial point of view, with an eye to the world market, and to provide an understanding of market conditions (also from a competitive-strategic point of view for the leaders of the market) through a qualitative and quantitative analysis, and to estimate the importance of economies of scale within this sector. As far as the quantitative analysis is concerned, the platforms AIDA, Orbis and finally the statistical software STATA have been used to carry out more in-depth analysis through the use of balance sheet items of the companies.