Strategic analysis of Thessaloniki's espresso coffee market

Abstract

This assignment is an analysis of the espresso market of Thessaloniki, Greece, as the dissertation of the Perrotis College student, Alexandros Leivadiotis. It presents and extensively analyses the data of two researches, about the preferences of the customers and the sellers, as well. It is a strong tool for a new company that wants to enter the specific market. In the following pages, there is a literature review, with a brief look at the history of coffee and how it manage to be disseminated worldwide and in Greece, as well. Subsequently, there is a detailed presentation of methodology of how the data were collected and the results of them. Finally, there is the analysis of them and some recommendations for any new company that decided to enter the espresso market of Thessaloniki.