Both the industry profile of the coffee retailer and the Second Cup company profile have been conscientiously analyzed. .
In the following text, with the aim of being informed and able to understand and compare data, first a description of the industry is analysed. It consists of what the industry is and what it offers. Also it includes the value provided to customers, how large the industry is, and what factors have an impact on the performance of the companies in this industry. Secondly, a description of Second Cup is performed. More precisely, information is mention related to its history, size and performance, its major stakeholders, its products and target customers, and finally, its vision, mission, goals, and strategies. Thirdly, the competition landscape is consciously examined. The major competitions of Second Cup are specified, the manner in which they compete with each other, and what makes Second Cup distinctive from the other competitors. .
Section 1: A description of the industry.
1.1 Industry .
The North America Industry Classification System (NAICS) is a business classification system developed in 1997 by Canada, United States and Mexico, to gather statistics on the business economy of North America1. NAICS classifies Second Cup in the "72221 " category, which means "Fast food restaurant ".2 This industry is really large and can be divide in many other categories. Second cup is in the sub-category of "Snack and Non-alcoholic beverage bars" (NAICS 722213). This sub-category of the industry comprises "establishments primarily engaged in (1) preparing and/or serving a spe specialty snack, such as ice cream, frozen yogurt, cookies, or popcorn or (2) serving non-alcoholic beverages, such as coffee, juices, or sodas for consumption on or near the premises. These establishments may carry and sell a combination of snack, non-alcoholic beverage, and other related products (e.