Brief Synopsis Specialty coffee is a strong and growing industry in the United States. Specially coffee consumption increased by more than 48% from 2001 to 2006 and the market is estimated to be over $11 billion annually. Caribou makes coffee the old fashioned way, by brewing it. Also they team up to American icon IBM that aims to improve customer experiences through the use of in-store technology. Caribou Coffee has been able to achieve a competitive advantage by satisfying customer. One way to achieve this is through advanced communication technology and in particular, Wi-Fi. Designed to accommodate the needs of the vast majority of its customer by providing less than one hour per session. The program is about simplicity and privacy with the intention of making each experience a memorable one. It is apparent that in the coffee industry now there is enormous rivalry among competitors which is why Caribou must maintain its differentiation to maintain their customer loyalty. The coffeehouse industry characterized by intense competition not only from the industry leader, but also from the threat of new entrants and substitutes attracted by such huge growth.

Conclusion With the industry leader creating new goals that target to make them almost a monopoly in the world of coffee, Caribou is in danger of losing its competitive advantage. In order to compete in the industry and even possible surpass the industry leader caribou Coffee must have a sustainable competitive advantage. After conducting an internal analysis of the firm, it is clear that Caribou Coffee needs to maintain wider their services. In addition, they should not limit the Wi-Fi access they giving to their customers.

Recommendation Nowadays, Internet access is much easier unlike before. For instance, with the help of these gadgets—cell phones, laptops, notebooks, I Pads,