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Case Study Caribou Coffee

...... While the data in the case study predate this factor, in all likelihood, the specialty coffee market (and other specialty or high-end and gourmet) food product industry have become much more competitive in the three years since the publication of the case study. That is a direct function of the fact that in times of economic rises and uncertainty, the first casualties from the manufacturing perspective is typically the extravagances such as gourmet products and by-the-serving consumption formats in general

3. What forces are driving change in the industry?
On the consumer side, the desire for minor personal indulgences and rewards always increase in times of economic strength and decrease in times of economic uncertainty or weakness. That dynamic means that increasing numbers of people will begin looking for the easiest ways to tighten their budgetary expenditures in economic climates such as that which developed in the U.S. in between 2007 and 2010. In many cases, consumer demand for unnecessary luxuries such as specialty coffee often drop precipitously as consumers begin adopting cost-saving measures such as preparing their own meals and suspending indulgences in gourmet products......