Sales and Marketing

Historical background

Coffee legends

Many colourful legends surround the origins of coffee cultivation. Some believe that coffee as we know it was first discovered in the 3rd century, when an Ethiopian goatherd called Kaldi noticed his herd behaving like young kids after eating some stimulating red coffee berries! The goat keeper shared his discovery with the abbot of a nearby monastery, who decided to test the power of the berry himself.

He poured boiling water onto the berries he had collected and made a drink which he found helped him to stay awake during long hours of prayer. While many other legends deal with the origins of coffee, its actual discovery remains a mystery – which is hardly surprising, given that coffee's known history dates back thousands of years.

Arabic origins

Legends aside, we know for a fact that the first commercial cultivation was reported in Arabia in the 15th century. For a long time, trade in the precious commodity was jealously guarded, with Arab farmers making every effort to stop other countries acquiring their precious beans.

Arabia to the world

Before long, public coffee houses were open in every city in the Near East. Soon, the first shipment of coffee beans arrived in Europe and coffee's popularity spread like wildfire. By the end of the 17th century, coffee houses plied their busy trade across Austria, France, Germany, Holland and Britain.

In the 18th century, missionaries, traders and colonists took coffee to Central and South America. The natural environment proved ideal for cultivating coffee, and coffee growing spread rapidly. By the late 1800s coffee had become one of the world's major export crops, especially in developing countries.

Coffee today

Today, coffee is one of the world's largest trading commodities – second only to oil. It is worth more than $12 billion dollars in trade every year, mainly between developing countries, where it is grown, and industrialized countries, where it is consumed.The price of coffee remains highly volatile. Being an agricultural commodity, coffee suffers from sharp variations in supply as a result of changes in environmental conditions. Most of the world's coffee crop is produced in Southern and Central America, Asia and Africa. Coffee is the 2nd most consumed beverage worldwide after water. The United States is the biggest importer of coffee, taking around a sixth of the world's yearly crop. However, the nation that consumes the most per capita is Finland, with the average Finn drinking around 1400 cups each year!The modern world is full of coffee moments… We wake up with coffee, we refresh ourselves with coffee and coffee keeps us going during the day. Coffee can be a break, a chance to relax and reflect, or to share a moment together.

DISEASES FROM WHICH COFFEE PREVENTS

The benefits of coffee are also that it prevents from some diseases which are:

1. Cancer

2. Liver function

3. Diabetes

4. Hydration

5. Improves Exercise Performance

6. Parkinson's Disease

SELECTION OF ONE TYPE OF COFFEE

There are mainly two types of coffee

1. hot coffee

2. cold coffee

EITHER COLD OR HOT

Firstly we had to decide which type of coffee should be selected for selling. For this purpose two of the members of our group tried to find ready made coffee as the ready made coffee costs less and ready made coffee contains only cold coffee in that the customer/purchaser only had to shake the glass and the coffee will be ready but as in Quetta the demand for ready made coffee is less so it wasn't available through this also we got to know that demand for cold coffee is less in cold weather.

Cold coffee Hot coffee

SELECTED HOT COFFEE

From this info some how we got info that we should purchase and sell hot coffee according