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Chilero Coffee: The feasibility of opening a Guatemalan specialty coffee shop with a sustainable focus in Lisbon

2023-05-15Master thesis Open access
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datacite.subject.fosCiências Sociais::Outras Ciências Sociaispt_PT
datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorOliveira, Fernanda Maria Fernandes
dc.contributor.advisorEurico, Sofia Teixeira
dc.contributor.authorGarcia, Genesis
dc.date.accessioned2023-06-12T18:26:39Z
dc.date.available2024-06-13T00:30:34Z
dc.date.issued2023-05-15
dc.description.abstractThis project examines the feasibility of opening Chilero Coffee, a Guatemalan specialty coffee shop with a sustainable focus in Lisbon, Portugal. The investigation includes a literature review, interviews with specialty coffee stakeholders in Lisbon, as well as a SWOT analysis. The purpose of the study is to identify the potential of the specialty coffee shop concept as well as the challenges it may face. The literature review introduces the world of specialty coffee, explores culture and tourism trends in Lisbon as they relate to specialty coffee, presents relevant sustainability issues, and offers a case study on Guatemalan coffee production. Methodologically, and with the aim of better understanding local market trends and consumer preferences, an interview was conducted with a panel of 10 people, experts in specialty coffee shops and representatives of Lisbon’s Tourism and Hospitality industry. Lastly, a SWOT analysis was applied to assess how Chilero Coffee as a business concept compares to its competition, as well as to present strategies it can use to give it a competitive edge. The study’s findings reveal numerous strengths Chilero Coffee already holds as a one-of-a-kind coffee shop concept that will attract a loyal customer base. These include showcasing high-quality Guatemalan coffee, engaging in sustainable coffee production and consumption practices, offering engaging intercultural programming, and making creative use of the café’s space as an educational and cultural hub to distribute comprehensive knowledge about specialty coffee and Guatemalan culture. From the research, a few weaknesses emerged. These include high operational costs, a narrow product offer, and potential price barriers for some customers. However, the analysis also introduced compelling opportunities for Chilero, such as expanding upon Portugal’s existing coffee knowledge and Lisbon’s eveloping specialty coffee scene, cultivating cultural exchange, fostering community between foreigners and locals, and inspiring slow tourism practices. Lastly, some of the potential threats to Chilero Coffee’s success include high competition in the market, a lack of awareness of Guatemalan culture in Portugal, and unpredictable environmental conditions that could affect specialty coffee production. While Chilero Coffee may face some challenges, the café has commensurable strengths and opportunities to responsibly promote Guatemalan culture, nurture intercultural exchange, and encourage sustainable production and consumption practices in consumers and other similar business types. The findings presented in the study provide valuable insights and support for starting a Guatemalan specialty coffee shop with a sustainable focus in Lisbon, Portugal.pt_PT
dc.identifier.tid203319818pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.8/8579
dc.language.isoengpt_PT
dc.subjectSpeciality coffeept_PT
dc.subjectGuatemalan coffeept_PT
dc.subjectSustainable coffeept_PT
dc.subjectCoffee tourismpt_PT
dc.subjectLisbon café business feasibilitypt_PT
dc.titleChilero Coffee: The feasibility of opening a Guatemalan specialty coffee shop with a sustainable focus in Lisbonpt_PT
dc.typemaster thesis
dspace.entity.typePublication
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
thesis.degree.nameMestrado em Sustainable Tourism Managementpt_PT

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