Italy: Cultural And Cultural Analysis Of Coffee And Its History

COFFEE AND ITS HISTORY
Next to oil, coffee is the most valuable legally traded commodity in the world.
Coffee is a brewed drink prepared from coffee beans which are roasted. They are gotten from the seeds of berries from the Coffea plant. There are two more popularly grown types of coffee beans, which are Arabica, and Robusta.
The earliest sighting of coffee was in Ethiopia, arguably in the 11th century, but the first credible sighting of coffee drinking was in the middle of the 15th century in Yemen. The fertile soil in Yemen and the country’s climate proved ideal for cultivating rich coffee which led to an increase in its production and exportation over time.
Within the first century of its discovery, coffee was banned in some countries

According to collected data (Starbucks company profile 2014) has become the largest coffeehouse company in the world, with more than 20,000 stores in 65 countries and territories, including 12,802 in the United States, 1,930 in China, 1,409 in Canada, 1,121 in Japan and 825 in the United Kingdom.
SITUATIONAL ANALYSIS;
Economy of Italy.
Cultural and social analysis of Italy-Has to be related to coffee. As we all know Italy is well known in the world for coffee.
The legal and political situation in Italy. Has to be related to the law framework of food products and beverages. Again important to find out if there are any laws related to coffee.
Technology and equipment available in Italy to make coffee.
Competitive analysis. Important to find out the main competitors of starbucks in Italy, both domestic and international. How the Italian economy is responding to coffee companies and brands.
Economy of Italy.
Italy has a very diverse economy, which comprises of an industrial sector, mostly dominated by private companies, and the less developed agricultural sector in which there is a higher level of unemployment. The country’s economy is driven majorly by small and medium sized companies producing high quality consumer

To say that Italians are passionate about coffee is an understatement. These is rituals are a part of their history and sometimes difficult for others to comprehend. Their coffee culture is unequalled anywhere else in the world. It is as much a part of their daily life as breathing.
Despite all the buildup which surrounds coffee in Italy, it is important to realize that coffee is neither cultivated nor planted in Italy, although it is roasted and blended there. Although it takes good coffee beans to make a good cup of coffee, it also takes a skilled roaster to blend a perfect cup of coffee.
Italian coffee makers mostly make use of Arabica beans because of its low calorie content, but is sometimes mixed with the Robusta brand of coffee beans for those who want a stronger blend of coffee the Robusta comprises of a higher caffeine content and a much stronger taste.
In Italy coffee tastes quite different from region to region. This is due to the fact that most people have their own technique in brewing the perfect cup of coffee, therefore the coffee is blended according to