Progress Report #1
Mariam Natsvlishvili; Barbare Todua; Ledi Zakharchenko; Elene
Meskhpradze; Luka Paichadze
Table Company Background/History
of Strategic Planning
Conten Current Marketing Situation
t SWOT Analysis
Overview
• Meama is a Georgian coffee and tea brand
based in Tbilisi. The company manages the
entire process — from roasting to
packaging — in its own modern
factory. The brand’s marketing focuses on
innovation, design, and sustainability —
showing that coffee can be both modern
and proudly Georgian.
Founding History
• Meama was founded in 2016
in Tbilisi, Georgia.
Its founders wanted to bring
modern design and
innovation into the country’s
traditional coffee culture.
Their goal was to create a
high-quality, locally made
product that could stand next
to global brands while
keeping a strong Georgian
identity.
Core Values &
Development
• Meama’s core values focus on
innovation, sustainability, and
modern living.
The company constantly seeks
new ways to make coffee
preparation smarter and more
sustainable — for example, by
creating eco-friendly and
recyclable capsules, and by
introducing smart Dropper
machines that work through a
simple QR scan.
Milestones & Achievements
2016 – MEAMA WAS OFFICIALLY 2019 – COMPLETED ITS AWARD- 2021 – MEAMA’S DROPPER COFFEE 2024 – THE MEAMA VERSATILE CAPSULE
ESTABLISHED IN TBILISI, GEORGIA. WINNING FACTORY, AN ARCHITECTURAL MACHINE WON THE GOLDEN A’ DESIGN MACHINE RECEIVED THE PRESTIGIOUS
LANDMARK THAT GAINED GLOBAL AWARD FOR INNOVATION. RED DOT DESIGN AWARD FOR PRODUCT
RECOGNITION FOR ITS INNOVATIVE DESIGN.
DESIGN.
• Meama’s mission is to revolutionise
the coffee experience by
Mission combining innovation, sustainability
and design. The company aims to
Statement provide high-quality coffee that is
both accessible and proudly
produced in Georgia, while
supporting environmentally
responsible production.
High-quality coffee sourced
internationally and processed locally
Product/
Service Convenient formats—including
capsules compatible with modern
Statement machines
Elegant design and a strong Georgian
identity embedded in product range
Primary Objectives and Goals
1 2 3 4 5 6
Strengthening its Expanding into Developing new and Improving customer Encouraging more Building a stronger
position as a leading international markets innovative coffee satisfaction via quality, sustainable coffee digital presence
coffee brand in Georgia and promoting product formats and technology and design consumption and through e-commerce
Georgian-produced machines raising environmental and app-based
coffee globally awareness interfaces
Business Portfolio
• Coffee Products
• Coffee Machines
• Corporate Solutions
• Brand Experience Spaces
Market
description
• Meama operates in the Georgian coffee and tea
market, with a target market consisting of people
aged from 13 to 50 — especially students or coffee
enthusiasts who value design, quality, and premium
taste.
Product
review
• Meama has a variety of products
and services — coffee and tea
capsules, whole-bean and
ground coffee lines, branded
coffee machines and
accessories, and ready-to-drink
coffee and tea.
Meama
(Benchmark)
• Meama focuses on modern,
local coffee experiences
through its Collect cafés,
offering drinks like Americano,
Cappuccino, Latte, and Flat
White, plus seasonal options
such as Cheesecake
Cappuccino or Warm Strawberry
Latte.
Prices in Tbilisi range from
₾6.50 for an Americano to
₾7.50 for a Flat White.
Nespresso
(Capsule
Competitor
)
• Nespresso represents the
premium, international
segment in Georgia’s
capsule market.
Its capsules, such as
Ispirazione Roma, sell for
around ₾24.50 per sleeve
on Coffee Mall, and its
machines are available via
[Link].
Dunkin’
(Ready-to-Go
Competitor)
•Dunkin’ competes in the fast-service
coffee market.
It offers classic drinks like Americano
and Latte, along with flavored lattes
such as Pistachio or Pumpkin.
On Wolt, an Americano costs about
₾8.75 and a Latte ₾9.95, slightly
higher than Meama’s prices.
💪 Strengths ⚠️Weaknesses
• Wide variety of products
• High-quality products that build
• Accumulated losses of around 56.9
customer trust
million GEL
• Strong Georgian brand identity with
• Exports form only a small share of total
presence in multiple cities
sales
• Innovative and open to new ideas
• Products are expensive for the
• Expanding through exports and
Georgian market, limiting accessibility
franchise partnerships
and sales
• Collaborates with universities,
influencers, and partners
SWOT 🌷 Opportunities
• Growth potential in Germany, Austria,
💀 Threats
and Azerbaijan
• Strong competition from global brands
• Opportunity to build a premium
like Nespresso
Georgian coffee brand internationally
• Environmental concerns about
• Expansion into the tea capsule market
disposable plastic capsules
(less competition)
• Risks from currency fluctuations and
• Growth of retail/take-away spaces like
export regulations
Meama Collect
• Economic instability affecting spending
• Potential to align with tourism and
on premium goods
lifestyle branding, promoting Georgian
culture and modern design
Recourses • Competitor 1 — Nespresso (Capsule Market)
• Coffee Mall Georgia – Nespresso Capsule Prices
[Link]
• Meama (Benchmark Brand) • MyNespresso Georgia – Machines & Accessories
[Link]
• Meama Official Website (Main Products & Values)
[Link] • Competitor 2 — Dunkin’ (Ready-to-Go Coffee)
• Meama Collect – Ready-to-Go Coffee Menu (Drink Prices & Offerings) • Dunkin’ Georgia on Wolt – Tbilisi Menu & Drink Prices
[Link] [Link]
• EU4Business–EBRD Credit Line – “Putting Georgia on the Coffee Map: • Dunkin’ Donuts Georgia (Official Site)
MEAMA” (Founding year & production) [Link]
• PriceListo Georgia – Dunkin’ Menu Overview (General Georgian pricing reference)
[Link]
U4BuzEBRD-Georgia_MEAMAfinal_ENG_compressed.pdf [Link]
• ArchDaily – “Coffee Production Plant / Khmaladze Architects” (Factory • Additional Supporting Sources
completion & design recognition) • Holcim Elevate – Meama Coffee Factory Case Study (2019–2020 Construction & Green
Roof)
[Link]
tects [Link]
• A’ Design Award – Meama Dropper Machine (2021 Winner) • Wikitia – “Meama (Coffee Company)” (General company overview & operations)
[Link] [Link]
• Red Dot Design Award – Meama Versatile (2024 Winner) • Penetron Media Release – “Tbilisi’s MEAMA Coffee Factory Waterproofed by Penetron”
[Link] (Construction and facility details)
• MoreSleep Creative Agency – “Sharing the Taste of Progress with Georgia’s [Link]
Most Innovative Coffee Company” (Branding & design positioning) ory-Waterproofed-by-Penetron
[Link]
s-most-innovative-coffee-company
