Nabob: Respect the bean
Situation analysis
Overall assessment
A falling star rises again
Once upon a time NABOB Coffee Co. (NABOB) was the #1 premium coffee brand in the country. Starting from humble roots in the Gastown neighbourhood of Vancouver in 1896, Nabob gradually spread across the country. Over the next century it grew to become a true Canadian coffee icon.
But those days were behind it.
Circa 2012 Nabob had fallen on hard times. Sales were in decline. Why? The coffee category had changed dramatically. New competitors were changing the definition of "premium" coffee,...