Can a Coffee Shop Brand Developed in Kuwait Become Significant in the Global Market - Dissertation Example

The food and beverage industry is a major contributor towards growth in all the economies and has witnessed a high and consistent growth rate. The industry is expected to generate CAGR of 3.5% to about $7trillion USD by the year end 2014. With respect to structure of the industry it is highly fragmented and the top market players such as Nestle, Unilever, Kraft and others accounts for only 5% of the total value. The economic downturn also had an adverse impact on industries including the food and beverage industry (IMAP, 2010, p. 4). .

Although the coffee shops have been suffering a setback, but the growth in speciality coffee has resulted mainly from three areas which includes home consumption derived from coffee machines which available to the consumers, new product targeting the young generation and through Quick service cafes or restaurants which serves coffee beverages like lattes and cappuccino attracting the young customers. This trend is being accelerated in the current global coffee market giving rise to high number of coffee outlets selling coffee beverages (Guyer, 2009).

For the dissertation “Kings Coffee Co” is chosen which plans to expand its coffee business in the UK market. Kings Coffee Co is a private organisation and can be categorised under coffee both roasted and green and is located in Safat in Kuwait. The coffee shop has been doing well in Kuwait and plans to expand its business and adopt the internationalisation mode of strategy. Before a brand expand itself into foreign countries it is necessary to evaluate the opportunities in the desired target market and the future opportunities.

Thus in order to analyse the future opportunity, the UK coffee market has been analysed to determine growth rate of coffee business and establishment of Kuwait coffee brands in the UK coffee market. Kuwait Coffee Market In Asia, particularly Kuwait, which is predominantly inhabited by Arabs, many are fond of coffee and as a result it is possible that a coffee shop built and developed in Kuwait can flourish with ease. In addition, the growing technological market can help in the growth of the coffee shops globally as many can view its profile online and eventually visit the place and feel part of the achievement.

This project proposal tries