Government control of coffee market has consumer confidence high •
Denmark has no restrictions on capital transfers. Denmark adheres to EU rules on the liberation of capital movements. Also Denmark has no foreign exchange restrictions. •
Political violence is unknown in Denmark
Corruption is generally unknown in Denmark.
After oil, coffee is the most traded and valued commodity in the world. •
The Scandinavian countries (Finland, Denmark, Norway, Sweden) consume between 8 and 11 kilos per capita, per annum. This is the highest level of coffee consumption in the world. •
This expansion could strengthen a coffee shop’s global presence and also minimize risk. •
Danish currency, the Danish Krone (DKK), is pegged to the Euro.
Denmark citizens may not acquire a taste for an American coffee, which in turn could lead to diminishing returns. •
There are a very few coffee shops based in Denmark, so creating a pioneering image could backfire. •
In the coffee industry, beverage innovation is a determining factor of the Company’s success. The lack of beverage innovation could have a significant adverse affect on performance. •
Denmark has yet to adopt the Euro, the common currency of the European Union, as its currency.
Volume of coffee sales increased in 2003 and showed strength in 2004. •
Hot drinks are subject to international influences. These influences are slowly changing drinking patterns in the hot drink market. •
In 2003 coffee consumption outside the home increased to 27% compared to its 2002 mark of 25%. •
The tea market was in a downward trend in volume sales in 2003. •
The Denmark hot drinks market is dominated by international players. Sara Lee Corp., Kraft Foods and Nestle all gained a dominant position in Denmark’s hot drink market by means of acquisition of already existing...
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