The implementation of differentiation strategy in cafe industry in Turku

Abstract

This thesis research covers main aspects of the implementation of the differentiation strategy in cafe industry in Turku. The aim of this thesis work is to determine how to implement a differentiated business strategy in café business in Turku so, that it will be successful by matching the consumer needs better than competitors. This thesis work find answers to three research questions. They are: What factors must be taken into consideration in the first place when establishing a differentiated cafe business? What are the ways to discover new differentiation ideas? How to identify who is the strategic customer of the particular business and how to meet that customer’s differentiation needs? This work uses the case company to provide more practical overview on the topic. The iterview with the owner of the case company and two surveys were implemented to be able to find answers to the research questions. Its theory relies on previous researches in similar areas, articles, books and electronic sources.