MKT2013: Identify and analyze the relevant factors in the microenvironment that might be affecting Global Coffee Co’s business performance: Principles of Marketing Case Study, UPTM, Malaysia

Global Coffee Co. is a well-established coffee chain that operates in multiple countries. Over the past year, the company has experienced a decline in customer visits and sales across all of its stores.

Global Coffee Co. has long been a favorite among coffee enthusiasts for its diverse coffee blends and cozy ambiance. However, shifting market dynamics, changing consumer preferences, and emerging competitors have led to a decrease in foot traffic and overall sales. The market is becoming increasingly competitive, with new coffee shops and alternative beverage options entering the scene. Despite offering various high-quality coffee options and a comfortable atmosphere, the company is struggling to attract and retain customers.

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