The coffee bar experience : a strategic analysis of the coffee bar market in Oslo

This thesis is written as a part of the Master of Science degree at the Norwegian School of Economics within the main profile of Strategy and Management. As a “coffee enthusiast” and former contestant in the Norwegian Barista Championship, the Norwegian coffee culture and coffee bar markets have long been of special interest to me. This was therefore a natural choice of topic for my master thesis within strategic analysis to finish my higher education. I have truly enjoyed working on this project comprising two topics that I am very interested in. It has been an interesting, demanding, motivating, exciting, and sometimes frustrating process, and I am very grateful for all that I have learned from conducting this research project. I am also very thankful to those who have helped me throughout the different parts of the project. I would like to thank my supervisor, Prof. Kirsten Foss, for her feedback and guidance during the process. I would also like to thank Tron Kleivane for his perspectives and strategic insights regarding the coffee bar market. Furthermore, I would like to thank the subject matter experts and all the respondents for their time and commitment in sharing their knowledge and opinions regarding the market actors and consumer preferences. Last, but absolutely not least, I would like to thank my family and friends for all their help and motivational support through these last months. I could not have written this thesis without all of your contributions, and I hope you will enjoy reading the result of your kind efforts.nhhma