Coffee Matters Swot Analysis
Essay by henrylorenzd • February 23, 2018 • Case Study • 2,056 Words (9 Pages) • 2,585 Views
Strengths S1- very accommodating staffs S2- unique and strong theme S3- clean premises S4- strong customer orientation S5- creative menu S6- location is near the cathedral S7-offers birthday treats S8- very friendly owner S9- location is near a parking area S10- display of costumes and decorations S11- very responsive facebook account S12-quiet and beautiful night scenery at night | Weaknesses W1-no specialization of labor W2- no internet connection W3- unorganized store layout W4- slow serving time W5- high price W6- no cctv and security guard W7- very loud and noisy music W8- no comfort room W9- not well ventilated W10- insufficient curtains to cover the whole area W11- no cupcakes and pastries were offered W12- very limited space W13- absence of menu de sumption W14- menu is hard to understand W15- not so visible facebook account W16- hidden location W17- only few knows and goes at the place W18- early closing hours |
Opportunities O1- Summer Vibes increases the number of tourists in Baguio O2- Cafes are being trendy O3- Vloggers Are being more Active in social media | Threats T1- Coffee shops are being patronized near the area such as Starbucks and Zentea T2- Kiosks of frappes and milk teas are being patronized near the area. |
SWOT Analysis
BACKGROUND
“Every day, we go to work hoping to do two things: share great coffee with our friends and help make the world a little better. It was true when the first Coffee Matters opened in 2015, and it’s just as true today.”
Back then, the company was a single store in Leonard Wood Road, Teacher’s Camp. From just a narrow storefront, Coffee Matters offered some of the world’s finest fresh-roasted whole bean coffees. The name, inspired by the leisure time, evoked the romance of the high sky and the flight tradition of the early coffee traders.
In 2010, Marie Grace Tiglao (Coffee Matters founder) had first walked into a coffee store. From his first cup of Sumatra, Howard was drawn into the concept of making coffee and was inspired.A year later, Marie travelled to parts of US together with her air force officer husband and became captivated with unique delicacy coffee bars and the romance of the coffee experience near an air force basecamp. He had a vision to bring the Air force type coffeehouse tradition back to the Philippines. A place for conversation and a sense of community. A third place between work and home. She left teaching for a short period of time to start his own coffeehouses and returned in August 2015 to purchase permit for Coffee matters with the help of friends and family.
From the beginning, Coffee Matters set out to be a different kind of company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection. Their mission is to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.
MARKET DESCRIPTION
Coffee Matters caters to a wide span of customers. Their brewed coffee matches most of the elderly’s bitter taste while their refreshments tingles the sweet tooth of the young. Especially the creative minds of the youth are being enticed by the creative theme of the coffee shop and witty names of the food offerings in the menu.
PRODUCT DESCRIPTION
Coffee Matters offers its customers a wide variety of products particularly on their drinks and food. They offer one of the best tasting coffee beverages in the area. Their drinks vary from hot drinks to cold, from regular to special flavoured drinks, and from espresso-based coffee drinks to refreshment beverages. On the other hand, their food varies from pastries to sandwiches and snacks. The menu offerings will be supplemented by free books and magazines that customers can read inside their shop.
The products of Coffee Matters on their menu are actually named with air force themed names. This is supplemented by the design of their menu as well as their shop’s design. Along with their great offers, their service is also satisfactory as all of their employees are friendly and they serve the customer’s orders with a smile. Moreover, when asking for additional dips or sanitary napkins, they are more than willing to provide their customer’s needs.
PRICING POLICIES
Coffee Matters is adopting Price Leadership wherein a firm that is the leader in its sector determines the price of goods or services. This approach can leave the leader's rivals with little choice but to follow its lead and match these prices if they are to hold onto their market share. Alternatively, competitors may also choose to lower their prices in the hope of gaining market share as discounters.
Anytime Breakfast Meals: Between P 95.00 To P145.00
Drinks: Between P38.00 To P125.00
Brewed Coffee Only Php 38 With Refill.
Pressed Coffee / 12 Different Coffee Flavors To Choose From / About 2 Cups / Only Php 38 Per Scoop.
OBJECTIVES
- To increase customer turnover
- To expand the visibility of Coffee Matters through Social Media
- To level up the Coffee Shop’s offering to compete with nearby competitors
Step 1: Market Analysis
With the increasing number of population of the City of Pines, it is reasonable enough to have this wide population as our market.
POPULATION POPULATION PROJECTION (Growth Rate 2.36)
2010 318,676 2017 375,715
2011 327,356 2018 384,582
2012 334,984 2019 393,658
2013 342,750 2020 402,948
2014 350,678 2021 412,458
2015 358,770 2022 422,192
2016 367,053 2023 432,156
In a narrower sense we are specifically targeting students because Coffee Matters is surrounded by a lot of schools and universities such as the University of Baguio and Saint Louis University Elementary School.
Step 2: Generate Strategies
- Providing Seasonal Offers
Weakness 17-Opportunity1
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