Feasibility Report

World Academy of Science, Engineering and Technology International Journal of Social, Management, Economics and Business Engineering Vol:7 No:8, 2013

Market Feasibility for New Brand Coffee House: The Case Study of Thailand

Pongsiri K.

opportunity for Thai business operator in creating a new brand-named coffee shop. The surprisingly growth and expansion of American premium coffee is outlined, both on a global scale and within individual countries. The café experts claim the American café failure in Australia is the consequences of failure in brand communication; and their business model was unsustainable. Key lessons that may go beyond the specifics of the American brands are the importance of: undertaking market research and taking note of it; thinking globally but acting locally; establishing a differential advantage and then striving to sustain it; not losing sight of what makes a brand successful in the first place; and the necessity of having a sustainable business model [9]. II. LITERATURES REVIEW A. Coffee Consumption in the World Most of the coffee consumed throughout the world is Arabica. In many countries, Arabica represents 70%–100% (100% in Finland and Sweden) of the whole coffee consumed. The only exceptions are France, Italy, Portugal and the UK, where Robusta represents 42%–70% of the whole coffee consumption [3], [7]. The content of caffeine per cup of coffee also varies largely according to the size of the serving, the mode of preparation of the coffee (boiled, filter, percolated, espresso or instant), and the type of coffee used (Arabica or Robusta) [6], [7]. The average content of caffeine is about twice as high in Robusta as in Arabica coffee. Indeed, the content of caffeine, expressed as percent of dry weight, ranges from 0.9%–1.2% in green Arabica beans and averages 1.3% in roasted Arabica beans. In Robusta coffee, the content of caffeine is 1.6%–2.4% and 2.0% of the dry weight for green and roasted beans, respectively. As a consequence,...