Coffebar in Copenhagen

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Submitted by to the category Business and Industry on 11/18/2012 10:09 PM

quality

 and

 price

 politics

 of

 a

 coffee

 bar

 in

  Copenhagen

 –

 a

 pilot

 study

 

 

 

 

 

 

 

 

 

 

 

 

  Marketing

 Research

 Project,

 Fall

 Semester

 of

 2011

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Abstract

 

 

Riccos coffee bar has in few years grown to be the second largest coffee bar chain in Denmark, behind the market leader Baresso. The success story of Ricco Sørensen and his passion for coffee, has traveled all over the country, and even though the rest of the world struggles through multiple recessions, Riccos are still making money and opening coffee bars in almost every corner of Copenhagen. The challenge facing Riccos is to maintain their quality, which the owner itself claims to be the most important thing, even though they are growing. The aim of this project is to design a pilot study that has the potential to grow to full-scale, that can help Riccos with information that can help the chain to understand how to ensure that they have the right prices in correlation with quality. This was done by narrowing down the management dilemma to a research question, and by using different methods and instruments we analyze the target population of the regular coffee consumer in Copenhagen

 

2

 

 

  We

 acknowledge

 

 

  We would like to thank Riccos for their support and cooperation while working on this paper. It has been interesting to investigate the coffee bar market, and Riccos as a company, chain and brand.

3

 

 

 

Table

 of

 context

 

Abstract .......................................................................................................................................................2

  We

 acknowledge...

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