Chapter 1 - Introduction
1.1 Background of coffee
What is coffee? A coffee pruned short in cultivation, still capable of growing more than 30 feet high, a coffee tree is covered with dark-green, waxy leaves growing opposite each other in pairs. Coffee cherries grow along the tree branches. It takes nearly a year for a cherry to mature after the flowering of the fragrant, white blossoms. The trees can live as long as 20 - 30 years and are capable of growing in different types of climates. Favourably , they need a rich soil and mild temperatures, with frequent rain and shaded sun. Coffee identifies its biological heritage to a genus of plants known as Coffea. Within the genus there are over 500 genera and 6,000 species of tropical trees and shrubs. The genus was first described in the 18th century by the Swedish botanist,
Consumer motivations to branded coffee shops are most influenced by three factors which is past experience or familiarity, convenience of location or travel and friends or family or with friendly staff, high quality of coffee and food, good atmosphere and good reputation the most important aspects for branded coffee shops. Oldenburg and Pendergast 1999, explained that most third places draw their identity from the beverages they serve. Historically ,coffee houses have provided places for social intercourse and conversation ,as well as political debate .They have also served as places where people could gather, speak freely, and mingle with others from their communities mentioned by (Lisa Waxman, Ph.D., Florida State University, 2006). The environment that an individual present is important cause it will make the users comfortable. They may have options but still enjoy with offered
Caffeine occurs naturally in some plants such as coffee beans and tea leaves. Caffeine is also added to other beverages.
Wandering in Seattle, you can see a lot of people holding a cup in their hands. What are they all drinking? Coffee! The smell of coffee may represent one of the Seattle’s tempting scent. People in Seattle have a great fancy of coffee. It might because of the rainy days in Seattle, coffee might be seen as an element to enliven the dank life. Also, it might because people here are really relaxed. Coffee has already entered into the spirit of Seattle. Coffee shops scatter in every corner of Seattle. People always like to bring magazines, newspapers, and laptops there for reading, chatting, surfing the internet, and working. Enjoying the wonderful atmosphere in coffee shops after the busy work is a wonderful way for people to relax themselves. The coffee culture has promoted economic consumption level in Seattle. The annual coffee consumption in Seattle is huge, and Seattle is the origin of the world’s largest coffee shop chain, Starbucks. It was first opened in Seattle in 1971 with an invisible shop in the Pike Place. But nowadays, Starbuck owns more than 6000 branches all over the worl...
The creator gives information that doesn't necessarily aid me in my search, but it is information that I am glad was given to me. I am fascinated by how brewing methods (there is more than one), and the altitude at which the coffee is grown impacts the taste of the coffee. Who knew that "...in Indonesia most coffees are grown at very low altitudes...at low altitudes we have lots of oxygen, we have lots of carbon dioxide...it makes a very traditional cup." This information clues us into the fact that coffee must have a lot of oxygen to **render** a traditional/**neutral** cup of coffee. This means that the higher altitude the coffee is grown the further one would get from a traditional cup of coffee. I have an **appreciation** for the information provided, but I would have to find a way to squeeze it into my paper. I don't know that I want to add 'fun facts' to my paper, if the information proves itself to be useful I will add
A coordination problem is when one has a task to perform in a specific sequence. Time is limited and there are multiple shifting components in this task. It is important to perform efficiently to avoid frustration and confusion. One will most likely face a coordination problem when in command of a large business or troops. Comparing buying a coffee to deploying troops, Stanley Fish believes that “these days” people face a coordination problem when buying a cup of coffee. In his article “Getting Coffee is Hard to Do,” Fish argues that buying coffee in the past was a better experience than today’s.
The most important part of the cup of coffee, the coffee beans, is typically harvested from South America, mainly because of the fact that Starbucks uses Arabica beans (Weinberg 1), which is dependent on a temperate climate that exists on the majority of the continent. The country that provides the biggest market supply of coffee beans for Starbucks is Brazil ...
They can be described as the informal gathering places that all have different external appearances, but their aspects are all the same by serving the needs of the people in the community. Cafes, coffee shops, bookstores, bars, hair salons, and other hangout places in a community are all considered third places. In The Great Good Place Oldenburg explains how third places give people the opportunity for new relationships and experiences. Places such as a bar or restaurant are centered around conversation, and the reasons people visit these places is to be social. People in the community are drawn together by the food, atmosphere, and sporting events that are offered in these neutral grounds. Third places enable people to be themselves and build new relationships with people in an informal setting. Communities are strengthened because the neutral grounds welcome every individual in the area to enjoy themselves while creating new bonds by direct conversation
Coffee is much more than the hot, black liquid that millions of us drink every morning; it is a worldwide commodity that has been keeping us awake for hundreds of years. It seems that a coffee shop can be seen on every shopping center and a coffee pot in every work break room. Our lives today revolve around coffee, regardless if we drink it or not, and ironically it not only stimulates of senses but also our economy. We wouldn’t be able to imagine Bill Gates not with his cup of coffee making Microsoft in his garage, or Henry Ford waking up early to perfect the auto industry and the assembly line. The economics of coffee may not be a simple one to study, but it is one you will be kept up all night learning about.
Caffeine, probably the most widely used drug, is a potent pharmacological and psychotropic agent. The white, bitter-tasting, crystalline substance was first isolated from coffee in 1820. The origins of the words, caffeine and coffee, reflect the spread of the beverage into Europe via Arabia and Turkey form North-East Africa, where coffee trees were cultivated in the 6th century. Coffee began to be popular in Europe in the 17th century, and plantation had been established in Indonesia and the West Indies by the 18th century. Nowadays, it is a regular component of the diet for most people. Caffeine is considered as a cheap drug that could be found in many nature sources such as tea, chocolate, and cocoa.
Coffee is a worldwide cash crop of which demand has exponentially increased over the years. “Coffee is (after oil) the world’s second most important traded commodity” (Cleaver 61). Competing coffee brewing companies wage war on offering the freshest, best tasting coffee the market has to offer. With such stiff competition there must be enough coffee beans deemed to be good enough in quality to supply the increasing demand. Starbucks can be considered one of today’s top competitors if not thee top coffee manufacturer presently in business. This successful company has had a huge impact on the coffee industry as well as the world. They have gone through great length to provide consumers with an excellent product as well as create a legacy that shows how to best go about running a massive corporation while keeping the environment clean and healthy.
In the United States, coffee is the second largest import (Roosevelt, 2004). Furthermore, the United States, consumes one-fifth of all the worlds¡¦ coffee (Global Exchange, 2004). The present industry is expanding. It is estimated that North America¡¦s sector will reach saturation levels within 5 year (Datamonitor. n.d.). According to National Coffee Association (NCA), 8 out of 10 Americans consume coffee. In addition, it is estimated that half of the American population drinks coffee daily. The international market remains highly competitive. It is estimated that 3,300 cups of coffee are consumed every second of the day worldwide (Ecomall, n.d.). The latest trends included dual drinkers, an increase in senior citizens...
Another question in which was asked of me was; what do the customers order? Since my scan was done at night most drinks that where ordered where hot. Also some people would order a pastries with there drinks in which could be a coffee cake, or a chocolate espresso browny, or one of the other pastries in which where offered. People ordered many different types of drinks such as hot chocolate, vanilla crème, and coffee. An item in which people also order but was rare is the sandwiches in which Starbucks makes daily. While listening to what people order there was a coffee language in which was used a lot and one that every customer knew, this language was the language in which told the employees what size of drinks they wanted.
Caf? Expresso, as the first mover in the coffeehouse marketplace, which has expanded quickly and become one of the ?big three? players in the global coffee shops chain. However, recently this company is continuously facing a lot of problems in terms of its staff, easy-copied business model and product range, resulting this company lost its leading position to the number three. Therefore, its adjusted visionary goal is ?return Caf? Expresso to the number one position in the marketplace? (Beardwell, 2010). To achieve this goal, Caf? Expresso identifies ?the coffee drinking experience? is significant to achieve competitive advantage and customer value-added, which was delivered through three key elements (graph 1),
Coffee has its history as far back of the 9th century .It is believed to be originated in Ethiopia, particularly in the south western parts of the country called Kaffa (Wilson p-45) . The etymology of coffee presumed to be taken was from kaffa where it was originated.
It appears that coffee was discovered in the ninth century after a goatherd named Kaldi found the berries that his sheep were eating made his sheep and then himself unusually energetic. The stimulating berries after being roasted and brewed eventually evolved into coffee as a hot drink and became popular throughout Arabia, Turkey and Europe by the seventeenth century. (Thomson, 2006). In 1901, the first successful technique for manufacturing a stable powered product was invented by Sartori Kato, a Japanese chemist living in America. Kato received a patent for his invention and the instant coffee history was made. He then set up his own coffee company named Kato Coffee Company in Chicago (Stefanie, n.d.).
When I saw this discussion, I couldn’t help but think of Starbucks and the impact they’ve made throughout their 45 years of establishment. I worked with them for about 7 years and saw how unique they were from your everyday coffee and latte spots. A retail company with thousands of coffee shops in the US as well as in other countries, this particular retailer has been able to catch the eyes of all ages as well as locations throughout the world. For example, today college students utilize Starbucks locations to study rather than go to a nearby library. Starbucks is also known for its best coffee and espresso drinks (Latte or Frappuccino) and with one of its delicious espresso 's any student or just a person stopping in to enjoy its lounge area where there is free Wi-Fi is awesome! Starbucks lifecycle has made a 360 turn around and been revamped twice to accommodated the growing market. Customizing their brand to fit more in with everything and not just one thing. By doing this they’ve created multiple product lifecycles within their own lifecycle as a corporate company.