experiencing steady, yet tepid growth since the 1960’s, and as Stiller found out, competition was fairly stiff. This was due, in large part, to Stiller’s commitment to the Arabica bean over the cheaper, inferior, Robusta bean. This unwavering commitment to quality meant high overheads and low margins. The cost of the Arabica bean was seen as prohibitively expensive for entry into some markets. As a result, profits, and even the occasional loss, are mere fractions of the overall sales revenue generated…
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