Starbucks
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Starbucks coffee in FranceStarbucks is a coffeehouse and the first shop was open in 1971 in Seattle and since then it has been franchised to reach more than 7,000 franchises and 5,000 owned by starbucks itself. In France, the first Starbucks has been opened in January 2004 in Paris. Since then, Starbucks has focused its expansion mainly in the french capital, with 41 coffehouses in Paris and 14 in its big suburb. And there are 5 other shops in some big french cities such as marseille and Lyon.
The product
the market the french market is characterized by many contrast. In fact, the french coffee market used to provide its blended coffee from the former french colonies in Africa, and now the french coffe market prefers sourcing its product from other European Union States and after the coffee is manufactured in French roasting factories. In any way, the country « consumes more than 300,000 tons of coffee per year » so it represents one of the biggest market in Europe in terms of market size.
The consumer. « 72% of the French people drink coffee every day and more than 90% of french home kitchen have a coffee maker of some kind. ». And 90 of the french coffee drinkers used to consume classic roasted coffee.
The products of the coffee market . The french market is very segmentated. Indeed the most popular coffee is the 100% Arabica (with 36% of the market), followed by blends of Robusta and Arabica.
, 10% for the expressos and finally, 5,5% for the decaffeined coffees.
The sales channel. « The most important sales channel is the big store in France--super and hypermarkets » and this channel reachs up 1.2 billion Euros a year and customers buy in value75% in roasted coffee brick pack.
It also exists small specialized stores for high quality product which represents about 8% of the national sales and volume.
The competitors it exists a lot of coffee/expresso bar chains. Indeed there are Colombus Cafe, Molongo Boutiques, Lavazza and Segafredo