Case study: Strange Brew: Coffee Culture Around the World Question 4 with chinese translation

What accounts for the popularity of coffee pods and capsules marketed by Nestle, Keurig, and other companies?

The coffee pods and capsule business is growing due to the high quality, efficiency, and range of options afforded by a single serving of coffee. Furthermore, customers are eager to purchase coffee equipment in order to replicate the cafe experience at home. As a result, demand for coffee beans and capsules rises. The growing demand for coffee, which is the most frequently consumed beverage, is driving the expansion of the pods and capsule business. The disposable and disposable functionalities of coffee pods are one of the key elements contributing to their growing popularity among customers. 

由于单份咖啡提供的高质量、高效率和多种选择，咖啡包和胶囊业务正在增长。此外，客户渴望购买咖啡设备以在家中复制咖啡体验。结果，对咖啡豆和胶囊的需求增加。咖啡是最常饮用的饮料，对咖啡的需求不断增长，推动了豆荚和胶囊业务的扩张。咖啡包的一次性和一次性功能是其在客户中越来越受欢迎的关键因素之一。

First, capsules account for the majority of the market. As the demand for quick non-alcoholic beverages has expanded in recent years, coffee capsules have become increasingly popular. Coffee manufacturers choose coffee capsules because of their suitability, comfort, and large range of products and coffee equipment. Furthermore, the rise of high-end coffee shops like Starbucks has stimulated customer interest in freshly brewed high-end coffee. As a result, the demand for coffee capsules rises. In the capsule market, the brands Nespresso and Nescafe Dolce Gusto play a significant role. Other JAB-owned technology-related single-service brands, such as Keurig, JacobsDouweEgberts, Tassimo, and Senseo, assist in enhancing the value/quantity share ratio. Because of improved packaging technologies and the capacity to compete with exotic or complicated brands, coffee capsules have gained in popularity.

首先，胶囊占据了大部分市场。近年来，随着对速溶非酒精饮料的需求不断扩大，咖啡胶囊变得越来越流行。咖啡制造商选择咖啡胶囊是因为其适用性、舒适性以及产品和咖啡设备的种类繁多。此外，星巴克等高端咖啡店的兴起，激发了顾客对现煮高端咖啡的兴趣。结果，对咖啡胶囊的需求上升。在胶囊市场，Nespresso 和 Nescafe Dolce Gusto 品牌发挥着重要作用。其他 JAB 旗下的技术相关单一服务品牌，如 Keurig、JacobsDouweEgberts、Tassimo 和 Senseo，有助于提高价值/数量份额。由于改进的包装技术和与异国情调或复杂品牌竞争的能力，咖啡胶囊越来越受欢迎。

Second, Europe Leads the Coffee Pods and Capsules Market. In recent years, the European market has seen an increase in demand for specialty coffee and single-serve methods. The number of private-label firms joining the European market is predicted to increase as the market value of coffee pods and capsules grows throughout the forecast period. However, environmental concerns about coffee pods and capsule packaging have limited the region's expansion. As a result, some newcomers will develop creative and environmentally friendly packaging solutions. For example, Cru Cafe coffee in London is continually attempting to lessen its environmental impact by employing biodegradable packaging, organic coffee that is free of chemical chemicals, and composted fruit in 2017. As a result, the European region continues to dominate the worldwide coffee pods and capsule market due to its high production and innovative packaging.

其次，欧洲引领咖啡包和胶囊市场。近年来，欧洲市场对精品咖啡和单份咖啡的需求有所增加。随着咖啡包和胶囊的市场价值在整个预测期内的增长，预计加入欧洲市场的自有品牌公司的数量将会增加。然而，对咖啡包和胶囊包装的环境问题限制了该地区的扩张。因此，一些新来者将开发创造性和环保的包装解决方案。例如，伦敦的 Cru Cafe 咖啡在 2017 年不断尝试通过采用可生物降解的包装、不含化学化学品的有机咖啡和堆肥水果来减少对环境的影响。因此，欧洲地区继续在全球咖啡包中占据主导地位和胶囊市场由于其高产量和创新包装。

Lastly, Competitive Landscape. Nestlé (Nespresso) and JAB Holdings dominate the coffee pods and capsule business, with brands including Nespresso, Keurig, Tassimo, Senseo, and Dolce Gusto having a strong global presence. Other large competitors, like Dunkin Brands and Starbucks, will hold a significant part of the global market by 2020. However, in the coffee pod and capsule industry, high-level product innovation, the launch of limited-edition coffee pods, a huge distribution network and a complete supply chain have contributed to a high degree of integration. The global market is dominated by Nestlé (Nespresso and Dolce Gusto) and JAB Holdings (Senseo, Tassimo, Keurig).

最后，竞争格局。雀巢（Nespresso）和 JAB Holdings 主导咖啡包和胶囊业务，包括 Nespresso、Keurig、Tassimo、Senseo 和 Dolce Gusto 在内的品牌在全球拥有强大的影响力。其他大型竞争对手，如 Dunkin Brands 和星巴克，到 2020 年将占据全球市场的很大一部分。然而，在咖啡包和胶囊行业，高水平的产品创新、限量版咖啡包的推出、巨大的分销网络和完整的供应链促成了高度的整合。全球市场由雀巢（Nespresso 和 Dolce Gusto）和 JAB Holdings（Senseo、Tassimo、Keurig）主导。

Other Question
Q1	Based on the reporting in the case and your own experience, how does “coffee culture” vary around the world?
Q2	Do you think Starbucks will succeed in Italy?
Q3	Why do entrepreneurs in many parts of the world open coffee shops?
Q4	What accounts for the popularity of coffee pods and capsules marketed by Nestle, Keurig, and other companies?
Q5	If you are a coffee drinker, are you participating in coffee’s “third wave”? Why or why not?