How can a Belgian high-end coffee craftsman increase its sales ? Case company : Emmanuel Dabin

The main objective of this thesis was to carry out a research process to find out what strategies Emmanuel Dabin could put in place to differentiate itself from its competitors in order to increase its sales on the Belgian high-end coffee market. Firstly, the author presented the case company’s background. Secondly, the author described the theoretical aspects based on the concept of customer value. Thirdly, in order to answer the research question, qualitative research was carried out. Interviews with the CEO, Emmanuel Dabin, and two of his main customers were conducted to enable the author t... Mehr ...