The coffee market: competitive strategies and firm performances in a saturated market

At the core of this paper there is the analysis of the coffee market from a qualitative and quantitative point of view, introducing also the coffee machines market. The main players of the market of reference will be analyzed, as well as the dynamics that move the competition worldwide and the external envirnoment in which firms operate, with a particular focus on the Italian market. The external analysis has been conducted through the PEST framework, the qualitative analysis has been carried out through Porter’s Five Forces, whilst, for the quantitative analysis, Orbis and Aida were used in order to retrieve the financial data of the Companies in the sector under examination. Finally, STATA statistical software was used to conduct econometric analyses on industry technology and its trends over the years.