Professor: Apoorva Singh

Coffee Industry Insights

Yubish Tamang FC1018605
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To: Apoorva Singh

From: Yubish Tamang (FC1018605)

Date: October 15, 2023

Subject: Recent Research Articles in the Coffee Industry

I have conducted research on recent coffee cultures, people preferences, and developments in the

coffee market to gain in-depth knowledge regarding coffee's dynamic market. The summaries of

three articles published within the last two years are provided below.

1. From Beans to Cup: Exploring the Global Rise of the Specialty

Coffee Industry

The special coffee market was worth about $19.68 billion in 2021 and is expected to

reach around $51.58 billion by 2030. The specialty coffee market is designed to serve

coffee passionate who value the intricacies of different coffee flavors. It aims to offer a

premium coffee experience, highlighting the unique characteristics of coffee beans,

including their origin and processing methods. People who are really into coffee are

ready to spend more money on high-quality products that taste great. However, the

market is also challenged by the risk of facing intense competition. To maintain a

competitive advantage, businesses must find ways to stand out from this crowd. Despite

these challenges, the global specialty coffee market continues to attract coffee enthusiasts

and the specialty coffee market keeps growing and attracting coffee lovers all over the

world.
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2. Climate Challenges: Navigating climate change to foster coffee

production

The COVID-19 pandemic's affected an entire global coffee business, showcasing to us

how bad things could get if the weather keeps changing like it expected to. Studies

suggest that changing climatic conditions may render many coffee production regions

suggesting that it might not be good for production anymore. The industry already

experienced the detrimental consequences of climate change problems, such as fungus

destroying coffee crops and unexpected freezing in Brazil, causing enormous economic

losses. Most of the people who grow coffee are small farmers who don’t have

comprehensive knowledge and measures to deal with these problems and they are having

a harder time dealing with the changes. They are applying different approaches in coffee

production methods to handle climate problems such as mixing it with other plants and

better farming methods. However, they have to be careful while applying such methods

because if it's not done carefully, they might affect the environment more. Growing

coffee can also help to make things better for the environment by planting more trees, and

taking better care of the environment.

3. Digitalization in the Coffee Industry: A story of Luckin coffee

Industry

Luckin Coffee, a prominent coffee enterprise in China, has made significant progress in

the coffee industry by effectively applying digitalization. By integrating both online and

offline operations, Luckin Coffee has captivated consumers with its unique brand

positioning and strategic marketing initiatives. Also, through collaborations with other
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industries, a comprehensive digital branding strategy, and the implementation of fission

marketing, they have established a strong presence on the market.

By focusing on brand positioning and incorporating digital technology, they were

successful in meeting a wide range of consumers. Moreover, by utilizing cloud

computing and big data analytics, Luckin Coffee has effectively managed its supply

chain and services, ensuring a positive and convenient experience. The success of Luckin

Coffee serves as a testament to other traditional business operations to adopt innovative

digitalization methods in order to flourish in the dynamic environment.

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References

Global market report: Coffee prices and Sustainability. (n.d.-a).

https://www.iisd.org/system/files/2022-09/2022-global-market-report-coffee.pdf

Research on the digital transformation of the coffee industry. (n.d.-c). https://www.atlantis-

press.com/article/125973827.pdf

Specialty coffee market size, share, growth analysis, by application, distribution channel -

industry forecast 2023-2030. Specialty Coffee Market Size, Share, Growth Analysis, By

Application, Distribution Channel - Industry Forecast 2023-2030. (n.d.).

https://www.skyquestt.com/report/specialty-coffee-market