do a case analysis on the history, development and growth of the company over time based on the case study of: Origin artisan coffee: growth challenges faced by a niche brand in South Africa

Origin artisan coffee: growth challenges faced by a niche brand in South Africa Petra Pavlovic, Mignon Reyneke and Sarah Boyd na cool morning in August 2020, Joel Singer was in an Uber heading to Origin's headquarters (HQ) caf in the De Waterkant neighbourhood of Cape Town, Singer stepped out of the car and looked up at the brick building for a second, taking in the nostalgia it brought him. It had always been happy but today he felt more concern as he contemplated the future - both Origin's and his own Origin had pioneered artisanal coffee in South Africa 15 years ago from this same historic building where they roasted beans sourced from some of the best growers in the world, trained baristas to pour the perfect cup and served specialty coffee to a spate of passionate coffee lovers. Walking into the caf, Singer was greeted by a barista behind the espresso machine "Morning Joell" he said "Cortado? Single origin of the day is Alwanda Musasa." Petra Pavlovic Reyneke and are all based Graduate Sch Business. Uni Cape Town, South Africa Singer smiled and responded, "Morning, yes. Thanks. Collins He walked through the caf, greeting the rest of the staff on the floor and several of the customers. He had always wanted Origin to be a familiar cafe where the staff greeted regulars by name and knew their coffee orders. Indeed, as he looked around the same way he did every morning, he recognised most of the morning patrons and was greeted by many. He climbed the stairs at the back of the caf, turned left to the offices and headed to his standing desk. As he powered on his laptop, he thought about Origin's journey over the past decade. The vision for Origin was to focus on roasting the best coffee in the country, training the people that pour it, and finding partners who wanted to serve specially coffee in their own venues. It was all about "supply the independents" dont become the chain. But could he have moved the market faster if they had opened up a hundred cafes? Origin had opted for a more gradual caf expansion approach focussing more on quality and its wholesale business. However, a series of unfavourable events, including the pandemic lockdown, had caused Origin to scale its operations down to the core: the HQ caf. Singer was concerned that trying to scale back up from such a small base might soon become untenable "How do we still the market if we're not creating a big enough, broad enough footprint to just do it by example?"he thought At that moment, caf manager Nigel broke Singer's line of thought. He placed the cortado on the desk and handed Singer the sales report from the previous day. Singer thanked him, took a sip of his coffee and pushed the paper aside. He had bigger things on his mind. Consumer perception of the brand had changed over the years, the competitive landscape had grown quite crowded and it was increasingly challenging to find the right people with the right skills and drive to manage the different roasting, training and hospitality operations. Disclaime solely for and is not Success manager The autho disguise other rec to protec