Program of Business Administration

At the end of this course, the students;

1. (Historical and Socio-Cultural Development): Explains the origin of tea and coffee, their spread via global trade routes, and their impact on socio-cultural changes in Turkiye and the world from a historical perspective.
2. (Global Market and Production Geographies): Analyzes the geographical distribution of the main tea and coffee producing countries in the world, harvest/production volumes, the impact of the climate crisis on agricultural yields, and global market shares.
3. (Turkish Beverage Sector and Market Structure): Evaluates the size and market volume of the tea and coffee sector in Turkey, market shares of local/foreign players, as well as sectoral legislation and public policies.
4. (Supply Chain and International Trade): Defines the supply chain extending from bean/leaf to the final consumer, stock exchange and commodity pricing mechanisms, import-export balances, and certification processes such as Fair Trade.
5. (Consumption Trends and Market Segmentation): Compares the transition processes from traditional consumption habits to the specialty (3rd Wave) movement, ready-to-drink (RTD) product segments, and consumer behaviors changing according to demographic groups.

• Lecture
• Discussion
• Questions/Answers
• Practice