Volume 4, Number 1 (2021)
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Home > Journals > SCIREA Journal of Food > Archive > Paper Information

Designing a Greek coffee company's introduction into the US market: Critical marketing factors for a successful penetration in the coffee shop industry

Volume 4, Issue 1, February 2021    |    PP. 1-28    |PDF (329 K)|    Pub. Date: March 8, 2021
DOI: 10.54647/food55043    101 Downloads     776 Views  

Author(s)
Eustathios Kanellopoulos, Hellenic Open University, Greece
Chrysa Agapitou, University of Piraeus, Greece
Aggeliki Konstantoglou, Democritus University of Thrac, Greecee
Dimitrios Folinas, International Hellenic University, Greece

Abstract
This paper aims to analyze the marketing strategies and the challenges for successful penetration into the coffee shop industry in the United States, the leading coffee consumer in the world. The study, critically reviewing the existing literature and statistics, aims to imprint marketing tools and strategies adopted by the business dominants in the targeted country. It shows how demographics and technology have affected the market, and how the coffee shop industry has succeeded to assimilate the trends. At the same time, qualitative research attempts to recognize possible opportunities and prospects that could allow a successful entrance of a Greek coffee company in this highly competitive environment.

Keywords
Food industry, Coffee Shop Industry, Market Entrance, Marketing Strategies

Cite this paper
Eustathios Kanellopoulos, Chrysa Agapitou, Aggeliki Konstantoglou, Dimitrios Folinas, Designing a Greek coffee company's introduction into the US market: Critical marketing factors for a successful penetration in the coffee shop industry, SCIREA Journal of Food. Vol. 4 , No. 1 , 2021 , pp. 1 - 28 . https://doi.org/10.54647/food55043

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