Formulating a strategy for an E-commerce of specialty coffee : Startup company the Netherlands

Abstract

This thesis describes the process of formulating a strategy for an E-commerce Startup of specialty coffee to compete in the Netherlands.It provides the significant steps to follow to compete in the Dutch market. The conclusion is a novelty model that uses Porter’s focus strategy with creating shared value (CSV) in a win-win negotiation with the coffee farmers. It shortens the supply chain by using direct trade improving customer proximity to adapt to his/her needs in a better way. It also has an added value of a brand community through experiential branding and storytelling.