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Manner Coffee: Journey in China's Specialty Coffee Market
Author(s): Henni Appelgryn (Beijing Normal University-Hong Kong Baptist University United International College, China)
Copyright: 2025
Pages: 18
EISBN13: 9798369396575
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Abstract
This case study examines Manner Coffee's journey in China's competitive coffee market, focusing on its strategic initiatives, market positioning, and brand identity challenges. Manner Coffee has differentiated itself by blending modern aesthetics with traditional Chinese elements, creating a unique coffee experience that resonates with local consumers. The case details how Manner Coffee has leveraged community engagement, sustainability practices, and technological innovation to build customer loyalty and drive growth. However, the company faces a significant trademark infringement issue with Josef Manner and Comp AG, affecting its brand identity and future expansion plans. Despite these challenges, Manner Coffee remains committed to delivering premium coffee experiences and navigating legal uncertainties to secure its position in China's burgeoning coffee culture. This study provides insights into brand management, market entry strategies, and the complexities of protecting intellectual property in international markets.
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