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 to describe the findings. Fourthly, the information gathered was essential for the development of the subsequent research results. These results included further research on the case company, Emmanuel Dabin. Fifthly, with the help of all the research findings, the researcher was able to provide tailor-made recommendations to best advise Emmanuel Dabin on how he can increase his sales of high-end coffee in Belgium. Regarding the methodology, the author first focused on secondary data to address the main theoretical factors. Then, the author used the qualitative method for the interviews. It is a method based on the words and other non-quantifiable elements to give an in-depth description and a good insiders’ view to the author. In conclusion, the author realized that Emmanuel Dabin was already creating quite a lot of value for its customers and therefore its business, which gave it a real competitive advantage. In order to push this value creation further, the author was able to list different recommendations to increase his sales in Belgium.