I. Company Description
Custom Coffee is a San Antonio, Texas based company that provides the highest quality organic and healthy coffee.
The company focuses on selecting the high quality blend(s) of beans and then tailoring the customer's specific style of roast that the beans receive for a completely sensational brew.

Custom Coffee’s mission is to give the customers their ideal coffee pleasure each day when deciding their need for a caffeinated or non-caffeinated drink.
A true coffee drinker looks to have more than just a beverage or a way of waking up in the morning. For many it is part of their identity and the choices that they make about this caffeinated beverage speaks much about whom they are, how they feel, and their general philosophy about life. Since the choice of coffee says so much about the individual, then the ultimate form of self-expression that a coffee drinking hipster can make is to create their own special custom blend of coffee just for them.
Custom Coffee is working to become incorporated in the state of Texas.
The company name and brand has been registered within the State of Texas, and adhering to all Federal and State regulations.

Custom Coffee has established a website domain that also meets all Federal and State requirements.
The product mix of Custom Coffee would comprise of personalized coffee and the ability of the coffee drinker to identify with the beverage that they love so much to an even greater extent than the most chic of designer coffee providers can.
The customer can visit the customcoffee.com web site and select from a variety of available beans to blend into their own custom blend of coffee beans.
The customer will then be able to select the roast that they would like from a variety of different choices. The customer will also be able to name the blend of coffee online, and the name will appear printed on the coffee packages label.
Pricing is based upon the volume of beans that the customer purchases, with discounts for increasing levels of purchases; the more coffee that a customer purchases based on weight and the less expensive it becomes per pound.

II. Industry analysis and trends
Trends in the coffee industry
Coffee is one of the most widely consumed beverages in US. As per Brown (2014), coffee is one of the most widely consumed beverages in US and about 61% of the total population drinks coffee every day.
The consumption levels are even higher than carbonated drinks since only 41% consume carbonated drinks.
The first reason behind selection of this beverage is that the industry is growing and even with a size of $30 billion, the industry is still in the growth phase (Fernau, 2013) since it is a part of daily diet of the individuals. Coffee shops are the fastest growing segment in the total restaurant business at the rate of 7% p.a. and despite the presence of established players like Starbucks, consumers are open to trying new types of coffee options (Coffee-Statistics.com, 2015).

1. Why has strategic management become so important to today's corp...