SWOT

STARBUCKS

Starbucks Coffee The Starbucks phenomenon began in 1971, when a single coffee shop
in Seattle's historic Pike Place Market began offering its customers a wide and unique
assortment of fresh-roasted whole bean coffees. The full body and bold flavour of the
Starbucks coffee signature blends were an instant hit with Seattle coffee lovers, creating
a demand that only expansion could satisfy.
Decades later, Starbucks is the largest and best-known coffee retailer in the world, selling
over two billion cups of Starbucks coffee every year in 19,000 locations and making the
word 'barista' part of the popular lexicon. Their rich coffee roasts, imaginative beverage
menus, and relaxing store atmosphere have come to define the ultimate cafe experience.

Strengths
• Quality of products and service
• International prestige
• Great career in the market
• Innovation in its products
• Design of comfortable and welcoming places
• Knowledge of the market
• Does not need too much publicity

Weaknesses
• the service changes in the different countries
• High prices
• It depends on the price of coffee beans, which affects their profits
• Offers unhealthy products

Opportunities
• Expansion of branches in more countries
• Investigate the market in different cities of each country
• Growth of the coffee market at the international level
• Consumers looking for different experiences
• Transmission of cultures through products and their presentation

Threats
• Change the preferences by national companies
• Big competition in national markets that are producers of coffee
• Emergence of new companies offering similar products at lower prices
• Environmental factors that affect coffee quality or company performance.
 SWOT

TOSTAO COFFEE AND BREAD

Panamanian company Bakery Business International, founded in March 2014, is the

owner of Tostao coffe and bread and they were who found the secret of success. After
investigating the market, they realized that although Colombians have a preference for
consuming coffee and bakery products, the high costs of these tend to discourage them;
Especially taking into account the economic slowdown of the country and the low level of
income of a large part of the population.

Strenghts

 Quality in products and services.

 Different and healthy products.
 Affordable and fair prices.

Waknesses

 It doesn´t have enough space to consume in places.

 There are few employees in establishments with movement.
 Publicity is needed.

Opportunities

 Consumption of all types of people without stratification

 Greater expansion at the nacional level and expansion at the international level.
 Promote healthy eating.
 Achieve recognition thanks to the quality in relation to the fair price.

Threats

 Big competition in the market at nacional level.

 Enviromental facors that affect coffee production or quality.
 Copies of products by other companies.
 PRODUCT STARBUCKS TOSTAO
Cappuccino Big 16Oz (473ml) 8.300 2.500
American Coffee 11Oz (354ml) 5.500 1.700
Coffee Latte 8.300 2.500
Butter Croissant 5.300 1.700
Cereal Croissant 4.300 1.700
Pear Cheese 6.300 2.100

SWOT

OMA

They started in 1970, OMA owns shops selling all the usual hot and cold coffee drinks,
and snacks; the name OMA is derived from German. OMA is an endearing word for
“grandmother.”
In addition,, OMA owns a restaurant chain and a manufacturing facility for OMA Coffee
Roasters.

WEAKNESSES

 The service isn’t good enough, costumers complain about bad service.
 The employees don’t dress properly.
 Costumer service change in each establishment
 The food isn’t serve in a suitable way.

OPPORTUNITIES

 Growth of the coffee consumption and by-products.

 Expansion of coffee-shops and restaurants in Colombia and abroad
 Coffee exports
 Investments and clever strategies

STRENGTHS

 Variety of products.
 The coffee has a good quality.
 The prices of some products are properly.
 The places and the environment are enjoyable.
 Great reception in the country, due to they are a national company.
THREATS

 Incursion of new companies in the market.

 Due to the location, the coffee bean is very susceptible to natural disasters
therefore it’s difficult to recover
 Road infrastructure within the country
 The internal war has caused displacements of crops and people
Product OMA STARBUCKS
American coffee (460ml) $3.700 $6.000
Macchiato $5.300 $8.400
Simple coffe late $4.000 $8.300
Simple caffe mocha $6.200 $10.300

SWOT

Juan Valdez

On december 12 of 2002, the first Juan valdez cofee store opened its doors at El Dorado
International Airport in Bogotá, two yaers later they opened their first international store In
Washington D.C, nowadays they are in New York and Miami, through the years Juan
Valdez have been expanding many American countries.

Weaknesses
• Lack of publicity
• Difficulties with the payment of coffee growers
• The service is not customized
• Setting the premises
• High prices in exchange for low quantities of the product

Opportunities
• Conquer new markets
• Show Colombian culture through coffee
• Use branded merchandise to reach more customers

Strengths
• Colombia is one of the most important coffee producers in the world
• National positioning of the brand
• Product quality
• Offers products that complement coffee consumption
• Handles different types of coffee
Threats
• Competition from outside
• Competitive prices
• Be subject to the work of coffee growers, who are not always motivated

Juan Valdez Starbucks

Tinto (Four sizes) $2400 - $3000 $3300 - $4500
Cappuccino (Four sizes) $3600 - $5200 $5500 - $6900
Chocolate (Four sizes) $3500 - $5000 $3600 - $7300