Sustainability Strategy for a Coffee Company: Case: Frappua

Abstract

Sustainability is a very important topic of the modern time. The thesis studies sustainability aspects in the coffee industry. The case company for this study is a chain of three cafeterias located in the Finnish city Lahti. The aim of the thesis it to help the company build better understanding of their performance from the sustainability perspective and create the appropriate sustainability strategy that will make the company more sustainable. The research is based on the qualitative method. Primary data incudes a questionnaire that investigates opinions of society towards sustainability in the coffee industry. Another source of primary data is the author’s observations of the company based on the work experience gained in the case company.The secondary sources used in the study include academic literature and electronic sources. The theoretical part studies main concepts of sustainable development, sustianble business and marketing and the meaning of sustainable strategy, Then, to understand better the company’s own sustainable performance the main products used by the company are reviewed from the point of view of sustainability. These findings and the theories reviewedthenarebroughttogetherinthesinglesustainabilitystrategy. Theresultsof the questionnaire help to shape the sustainability strategy according to the expectations of the local society. Study results show that the case company has significant achievements in the terms of sustianability. The further improvements for the company can be made by making packaging more recyclable, talking more about sustinability on company’s social media, selling more organic coffee.