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Coffeeheaven Case Study: Growing Brand Share in the Nascent Cental and Eastern European Coffee Market
Datamonitor, Oct 2008, Pages: 10
CATALYST
SUMMARY
ANALYSIS
Central and Eastern Europe is an untapped market in coffee retail 2
The credit crunch is impacting western coffee markets 2
However, the growing economies of Eastern European countries make them ideal for global coffee chains looking for new markets to target 2
Coffeeheaven is the leading coffee chain in central and Eastern Europe 3
The chain was created by a Brit keen to capitalize on growth potential in European coffee markets 3
Coffeeheaven is credited for introducing western style coffee shops to Eastern Europe 4
The company has expanded into many East European markets 5
Company sales have grown strongly as the company plans further expansion 6
Coffeeheaven faces numerous challenges in the future 6
Global coffee chains could take market share away from Coffeeheaven, particularly in new markets where the company is less established 6
Rising wages in the region could impact on Coffeeheavens profitability 7
Rumors of a possible takeover of Coffeeheaven by a large chain abound 7
APPENDIX
Case study series 9
Methodology 9
Secondary sources 9
Further reading 9
Ask the analyst 9
Disclaimer 10
List of Tables
Table 1: Polish foodservice value through profit channel, 2004-2011 (operator buying prices, $m) 3
Table 2: Location and number of Coffeeheaven stores as of March 2008 5
List of Figures
Figure 1: Coffeeheaven is designed to have a sophisticated west European feel 4
Figure 2: Coffeeheaven would significantly enhance the global operations of large coffee chains, which have little presence in the central and Eastern European region 8
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