Cadbury Schweppes Swot Analysis Essay Example

in general: Fair Trade is still not very popular.

Label: even if the Max Havelaar label is the best as a fair trade product, fair trade products and of course fair trade label are still quite unknown.

Taste: Taste seems not to be the point to put in advance for promoting the product. Italian people do not drink coffee in the same way other European countries do. In Italy the coffee is used more for waking you up and is often drink in one shot.

Opportunities:

Coffee culture: there is a coffee culture in Italy which recognize coffee as a « holy » product.

Italian people pay a lot of attention to the quality of the coffee. There is a world trend of the banalization of coffee (e. g: expansion of Starbucks which make coffee known to a lot of people). Cafe Oke can fit in this culture because this is a quite unique coffee.

Curiosity of people: more and more people are interested in knowing exactly what they are eating and drinking,where it all comes from, and how it’s made. interest of the product but also sometimes the fear of being poisoned: OGM, chemical products etc... ).

If you know what you’re eating and drinking, you also enjoy the experience much more. For example, if you know exactly where a coffee comes from, this will also help you to discover differences in taste. And then the coffee-drinking experience will not only be a tasty and pleasurable one, it will also be memorable. (like for the wine).

”Today’s consumers are learning that there are differences between coffees from Ethiopia, Brazil and Costa Rica”. The world becomes flatter: It is more and more

easier to get an original product « You’re probably not aware of it when you’re drinking your daily cup of coffee, but globalisation – the world becoming flatter as the American journalist Thomas Friedman calls it – is influencing our taste experience more than you think”

Standardisation in tastes: because of the standardisation of the tastes, launching a product which has a different taste can get a lot of success Introduction of new technologies: increase of the quality of supply and demand:”Contact between producers and consumers is becoming more intense” “coffee bean can now be tracked just as accurately as a DHL package”

Demand: fair trade demand products is growing. -People trend: more and more people are open for organic and fair trade product. -Distribution: In Italy Fair Trade products are more profitable in specialized stores rather than supermarkets.

Threats:

Politics problems: The provider of coffee is from Columbia which is a quite unstable country.

Max Havelaar label: Some critics are made on this label.

Italian taste: Does Italian like to change? Italian is the only country were McDonalds is not as well accepted as other European countries(strong food culture), same observation as been made for the famous coffee chain: Starbucks.