Coffee Retailing Chains and Coffee Drinking Culture Trends an Latvia

The paper explores coffee retailing chains and coffee drinking culture trends in Riga. The research design consists of qualitative interviews with coffee retailing chains representatives, collection of marketing materials about the companies, overview of coffee related articles in media, statistics about coffee and survey about demand for coffee among coffee consumers. The results were analyzed and discussed with help of Marketing Mix, Porter¿s Five Forces Analysis and Strategic Group Analysis. The main findings show that key players dominate in the market; new entrants bring more competition and variety; coffee drinking culture is developing; new trend, take-away coffee, is becoming popular; there are unfilled niches in the coffee retailing industry in Riga. The research can be used for marketing purposes by the existing companies or new entrants.