Swot Analysis Of Donkey Coffee & Espresso

Recently people have become more and more conscious of what they put into their bodies and where it comes from. An unprecedented amount of information is now readily available to most Americans with the advent of the Internet. This has resulted in a great increase in transparency of the many aspects of imported products. Consequently, programs have been established to help ensure that these products are produced in more ethical and humane ways. To many Americans, the Fair Trade labeled bags of coffee they purchase that give them the energy they need to go about their day in addition to being a socially conscious decision but to many it is a means for survival and an escape from a cycle of debt that traps many similar non-Fair Trade growers generation after generation

Threat of Substitutes: There are various substitutes for fair trade coffee in the industry such as regular coffee, tea etc but not only coffees but in the general beverages market e.g. Coca Cola, Water etc. As a result of this there is a very high threat of substitutes.

This brief SWOT analysis serves to show that although there are obstacles to entering the market, that KFF also has many strengths and opportunities to profit from its new line of coffee to the Canadian consumer.

According to Lyon, Bezaury, & Mutersbaugh (2010), Fair-trade is a “process which helps improve the well-being and economic stability of disempowered farmers, by using certified commodity-chains to foster development”. For the KHC company, Fair-trade is essential because they want to provide and endorse exceptional coffee beans that they are proud to use; that means, “using coffee that is good and fair for both our coffee drinkers and for farmers are essential” (Kicking Horse Coffee, n.d.). In fact, over the past 20 years, Kicking Horse won numerous awards in many categories, including Canada’s Fastest- Growing Companies, Canada’s Top Women Entrepreneurs, Canada's Favourite Fair-trade Product and number 15 Best Workplace in Canada (Kicking Horse Coffee, n.d.).

In chapter seven, it was stated that the coffee shop company do not completely buy from the small-time farmers. In case regarding towards Rwanda, a developing area where Starbucks supposedly performs fair trade, it was discovered that Starbucks buy their coffee beans from bigger plantations and the middle man, who buys coffee beans from small-time farmers usually scamming them (216). This creation of image of Starbucks being a good corporate business in helping the small time farmers earn more income is contracted by Simon’s findings, and shows that the coffee company is actually taking advantage of the small time farmers, when Starbucks buys from the middle man or the big plantation owners, it pay less for the coffee beans than they do if Starbucks purchases beans from small-time farmers. The greed of Starbucks at the expense of the individual farmers is unethical, yet the coffee shop company markets the contradiction.

Backlot Coffee was founded by John and Isaac in Summer of 2016. John, a seasoned barista and entrepreneur, has been operating coffee shops in Evanston for about 12 years. His other business ventures include Brother's K and Other Brother Coffee, which he owned alongside his brother, and Boltwood, a New American Restaurant. While working at Boltwood, John met Isaac a bartender at Boltwood. More comfortable with operating coffee shops, John sold Boltwood and decided to pursue a new venture with Isaac as his co-owner. Together, the two desired to create a coffee shop experience that was unlike any other. Described as a "third wave coffee shop", John and Isaac founded Backlot Coffee with the following mission statement:

One of the key reasons that make Kickapoo Coffee profitable is that they focus not only on quality but that of fair trade. Therefore, with fair trading you have a responsibility to fair treatment of laborers who are responsible for the production of your product, by providing safe and environmentally friendly working conditions are part of the social responsibility

Peet 's Coffee and Tea is a well-known and loved coffee shop with three stores here in Colorado. Although the prices and work space isn 't the best they offer great, quick drinks served by friendly employees. The store is a place for a comforting, warm place to sit. Peet 's Coffee was started by Alfred Peet in 1966 and his coffee was unlike any other coffee shop. He brewed in small amounts, always had fresh beans, a great quality, and a dark roast. This all produced a coffee that was rich and complex, and still is today.

For the last 20 years, a familiar feature of the American life has been the coffee house; every day over 60% of the American population stops for their favorite form of coffee beverage and can easily spend between three and five dollars a cup.

Cameron’s Coffee was founded in 1978 by Jim Cameron and was later on purchased by Jim Kirkpatrick in 1999. The company specializes in ‘…premium flavored coffees, teas and powdered cocoa and cappuccino mixes (Petersen).’ Even though the coffee market is almost saturated, Cameron is looking to expand its operations not only in the United States, but in Europe and other continents. The company currently has a great advantage in this tight market, due to its dedication to quality. But in order to increase the probability for success, Cameron’s Coffee will need to expand its knowledge and involvement in technology and communication.

Starbucks is a strong, ethical company with stores in nearly every corner of the world. They have eighteen- thousand stores in approximately sixty countries (Starbucks Coffee Company, 2012). Starbucks continues to strive to reach more people by creating new products such as Blonde Roast coffee, introduced in the “Blonde is Beautiful” commercial. In this commercial, a Starbucks employee discusses how the new light and citrusy flavor of this coffee will help connect to customers they have been missing. During the employee’s monologue, there are scenes where Blonde Roast coffee is being served to a line of customers. This paper will address how Starbucks utilized SWOT analysis, targeted marketing, and marketing strategies to

Fair Trade Coffee Fair Trade promotes socially and environmentally sustainable techniques and long-term relationships between producers, traders and consumers The world coffee industry is in crisis. A flood of cheap, lower-quality coffee beans have pushed world market prices down to a 30-year low. Many now earn less for their crop than it cost them to grow. Many coffee farmers around the world receive market payments that are lower than the costs of production, forcing them into a cycle of poverty and debtWithout urgent action, 25 million coffee growers' face ruin.

Donkey Coffee and Espresso is a well-known coffee shop on West Washington Street in Athens, Ohio, which sells fair-trade coffee and food products from local farms, which has been around for more than 10 years. Donkey’s product mix includes high-quality espresso beverages, chocolate beverages, blended coffee and cream, brewed tea, food items and other products. The SWOT analysis will focus on Donkey’s products to understand how their products contribute to success. Internally analyzing Donkey’s strengths and weaknesses helps the company improve the business. Moreover, locating opportunities and threats externally assists to determine its market position and try to stay ahead of its competitors.

Following Meskela’s journey, the film demonstrates the power held by multinational corporations (MNCs) in setting the price of coffee. He wants a solution, but what happens with commodity traders, the international coffee exchanges, and the World Trade Organization (WTO), he is faced with challenges in finding that. Meskela worked diligently to eliminate the players who tend to come in between the buyers and the sellers. Instead, he went directly to the buyers to ask for a fair price. The fair-trade movement embraced his cause as they work to bring supposedly fairly-traded commodities to grocery stores in America.

A. The company has the opportunity to expand its global operations. Some new markets for coffee such as India and the Pacific Rim nations are beginning to emerge.