I always wonder what is the line of thoughts for managers in global companies.
Is it rational decision making process as you describe or growth driven one.
I just recently went, after a while, to several supermarkets and saw a lot of discount tags put on coffee. It surprised me a little bit.
Maybe companies like Jacobs, Tchibo, Nestle and some supermarket brands only watch and pursue their sales increases regardless the situation in the beans market.
It is nevertheless good for demand that retail customers are not aware of the price movement yet.
I wonder if there is enough coffee in the whole supply chain to ride this storm out.
...and what the purchasers will do in coming weeks when provided with new quotations.
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