Coffee

Regardless the state of the country, one can realize that coffee is one of the most favorite products among American people. It has remained in the top positions for some decades. However, drinking coffee is not only the consumption of a product; it has become a daily activity. It is normal to hear this question when someone wants to meet up with one person: “do you want to get a coffee tomorrow and we can talk about...?” Any excuse is good enough to get a cup of coffee. The beginning of the coffee industry dates back to the 1960’s, when a man named Alfreed Peet felt the inspiration to create the first gourmet coffee shop (Peet’s Coffee). That inspiration came, between other reasons, because he grew seeing his parents ‘coffee business (Peet’s Coffee). He was living in Holland and later in Indonesia. After that, he went to California where he thought he had the necessary knowledge to start his own business. By doing that, Peet started to produce a richer and more complex coffee that the available coffee at the market (Peet’s Coffee). Because of his marketing strategy, motivation through employees and resilience to fall, Alfreed Peet was one of the most innovative and creative entrepreneurs of coffee industry. Some people think that entrepreneurs are different from everyone else since they think these people were born with a special ability that nobody else has. However, these people are what they are because they learn from experience, including inconvenient experiences. Peet reached a great success because he did it. Despite this level of success, Peet can still became a better brand by introducing an aggressive advertising, worldwide expansion, and improving the pricing system. Peet had the features that best define an entrepreneur. First, he had the vision to open a shop in an unfamiliar market, the coffee market. Vision is a characteristic that most of the entrepreneurs have (Boone and Kurtz 608). Entrepreneurs do not fall depressed when people tell them

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