SWOT Analysis
Strength
 Amazing coffee unique décor
 Established shop vegan options
 Open late credible brand
Opportunities
 Student market foot traffic
 Near new light rail station
 Near business center
Strength
 Customer loyalty, strong brand
recognition
 Leading market position built on strong
product portfolio
 Reaches a wide consumer base
Opportunities
 Partnership (domestic and
international) to broaden consumer
and base and increase consumer
choice
 Launched several new products to
address all occasions and uses
 Growing market as popularity of single-
serve coffee systems increases
Weaknesses
 Small menu, few hours
 Watery coffee rude baristas
 Limited seating expensive
Threats
 High cost of market entry
 Starbucks same street
 Competitive area
Weaknesses
 Reliance on single entity for both
supply and distribution
 Lacks on online presence
Threats
 Decreased availability of Arabica coffee
beans
 Intense competition in specialty coffee
market
 Patent of K-cups expired in 2012, no
ability to patent actual single-serving
system
 Labeled as “organic” and must meet all
government regulations
 Strength
 High visibility to attract customers
(international stores) developed
branding
 Good work environment (motivation)
 Attractive locations
 Big budgets
 Customer base loyalty
 Good relationship with suppliers (big
quantity)
Opportunities
 Technological advances
 New distribution channels
 New products
 Brand extension
 Emerging international markets
 Distributing agreements
Weaknesses
 Big competitors (growing up)
 Product pricing (expensive)
 Difficulty if internal communication
 Trend changes
Threats
 Increased competition from coffee
houses and restaurants, supermarkets.
 Consumer healthy trends (away from
caffeine)
 Fragile state of worldwide production
of specialty coffees
 Cultural and Political issues in foreign
countries.