8/22/2013 Master Thesis Cand.merc. IMM, Department of Management, Politics and Philosophy DOLCE GUSTO, A COFFEE POD CBS EXPERIENCE Advisor: Søren Henning Jensen Authors: Paul Richard Bang Number of total characters (STU): 22792 Number of Pages: 77 For my Father. 2 Contents Chapter 1: Introduction ........................................................................................................................................................ 7 1.2 The Research Question ............................................................................................................................................. 8 1.3 Delimitation ................................................................................................................................................................. 10 1.4 Structure of the project ........................................................................................................................................... 10 Chapter 2: Methodology ..................................................................................................................................................... 12 2.2 Research Philosophy ................................................................................................................................................ 13 2.2.1 About Hermeneutic .......................................................................................................................................... 13 2.2.2 The philosophical hermeneutics in context of the thesis ................................................................. 15 2.3 Research Approach ................................................................................................................................................... 16 2.4 Research Strategy...................................................................................................................................................... 16 2.4.1 Case Study ............................................................................................................................................................ 16 2.4.2 Literature review .............................................................................................................................................. 17 2.5 Research Choice ......................................................................................................................................................... 17 2.6 Research techniques and procedures ............................................................................................................... 17 2.7 Choice of data collection techniques ................................................................................................................. 19 2.7.1 Primary data collection .................................................................................................................................. 19 2.8 Critique of chosen research strategies and data collection techniques .............................................. 21 2.8.1Validity and reliability of primary and secondary sources .............................................................. 23 Chapter 3: Theoretical Framework ................................................................................................................................ 24 3.1 Choice of theory ......................................................................................................................................................... 24 3.2 The Experience Economy ....................................................................................................................................... 25 3.2.1 The Experience Economy 1.0 ....................................................................................................................... 25 3.2.2 The Experience Economy 2.0 ....................................................................................................................... 27 3.3 The industrial organization theory .................................................................................................................... 29 3.3.1Porter's Five Forces .......................................................................................................................................... 32 3.4 Resource Based View ............................................................................................................................................... 34 3.4.1 The Experience Pyramid ................................................................................................................................ 37 3.5 Market Potential and Objectives ......................................................................................................................... 39 3.5.1Market Potential ................................................................................................................................................. 39 3.5.2 Marketing Objectives ....................................................................................................................................... 40 Chapter 4: Analytical Framework ................................................................................................................................... 41 3 Chapter 5: Analysis ............................................................................................................................................................... 43 5.1 Company Description .............................................................................................................................................. 43 5. 2 Five Force analysis................................................................................................................................................... 44 5.2.1 Threat of entry ................................................................................................................................................... 44 5.2.2 Threat of substitute products or services ............................................................................................... 45 5.2.3 Power of Suppliers ........................................................................................................................................... 48 5.2.4 Power of buyers ................................................................................................................................................. 49 5.2.5 Intensity of rivalry among competitors ................................................................................................... 52 5.3 Market Potential ........................................................................................................................................................ 58 5.4 The Experience Pyramid ........................................................................................................................................ 61 5.4.1 Individuality ........................................................................................................................................................ 61 5.4.2 Authenticity ......................................................................................................................................................... 62 5.4.3 Story ....................................................................................................................................................................... 64 5.4.4 Interaction ........................................................................................................................................................... 65 5.5 Marketing Objective ................................................................................................................................................. 68 Chapter 6: Recommendations .......................................................................................................................................... 70 6.1 The proposal................................................................................................................................................................ 70 6.1.1 First Period .......................................................................................................................................................... 71 6.1.2 Second Period ..................................................................................................................................................... 72 6.1.3 Third Period ........................................................................................................................................................ 74 Chapter 7: Conclusion & Limitations ............................................................................................................................. 75 7.1 Limitations ................................................................................................................................................................... 75 7.1.1 Models ................................................................................................................................................................... 75 7.1.2 Case Study ............................................................................................................................................................ 75 7.1.3 Questionnaire ....................................................................................................................................................