Internship Report Paper ( Mos Kaffee GmbH ) Essay

Internship Report Paper ( Mos Kaffee GmbH ) - Essay Example The organization operates its business functions in Berlin which is supposed to be closely linked with the coffee industry. According to a report published by Euromonitor (2011), Germany has been referred as a coffee drinking nation which has been verified by considering the fact that in the year 2010, the per capita use of coffee in Germany had raised by 150 liters in terms of the total volume. As stated by the German Coffee Association, coffee is regarded as a health drink in Germany. They have also claimed that coffee particularly encourages various psychological related activities and positively supports sporting activities that include fitness and also prevents the occurrences of various diseases such as diabetes. These sort of publicities about the consumption of coffee ultimately posed considerable influence upon the activities of the consumers which were perceived to affect the growth as well as sales of coffee in lieu of both value and volume by a large degree (Euromonitor, 2011). It was in the era of 1670s that the coffee houses and stores were established in Germany. Progressively, the establishment of coffee houses rose considerably and by the year 1777, coffee became a crucial part of the culture of Germany and every city of the country possessed at least one coffee house (Diaz & Pedersen, 2009). It has been observed in this context that the German business market focused upon important aspects which included the awareness for sustainability in the coffee industry along with considering various environmental issues. In relation to the coffee industry, the business market of Germany has been viewed as the main consumer of the organic products. Moreover, the German business market is regarded as the largest importer of coffee in the world. The chief market players in the coffee sector of Germany entail Kraft and Dallmayr Kaffee among others. The first coffee store was established in Berlin in the year 1721 in order to serve superior quality of coffee to the general public as consumers which helped in gradually attaining immense popularity especially in the coffee segment (Tucker, 2011). Mos Kaffee GmbH bought two franchisees of Einstein coffee shop that is regarded as one of the renowned coffee shop chains in Berlin. In order to acquire the franchise permission from Einstein, a cost of â‚ ¬15.000 was incurred and the business organization is required to pay them 4% of their sales volume every month. The business culture of Mos Kaffee GmbH has successfully penetrated in almost every individual part of the German society as the most thriving coffee chain in the nation. The business organization offers high quality coffee to its wide number of customers and intentionally targets the wealthy society in order to attain considerable market share along with gaining competitive position. Gradually, as the business of the organization started to grow, Mos Kaffee GmbH made plans to open two coffee shops especially in Berlin-Mitte and the other one in the Audi-Center located in Germany. The several coffee houses that are available in Berlin apart from Mos Kaffee GmbH include the Cafe Kranzler, Cafe Savigny, Cafe Aedes, Cafe Richler, Cafe Mohring and Wintergarten. The Wintergarten is regarded as the prettiest amongst all the coffee shops that presently exist especially in Ber