S-W-O-T

ANALYSIS OF CAF COFFEE

DAY

STRENGHTS
1.
2.
3.
4.
5.

First mover advantage

Excellent brand name and visibility
ISO 9002 certified company
Youth oriented brand
Reduction in cost

WEAKNESS

1. Lack of indivisual attention to loyal customers

2. Unavailability of fresh food
3. Market penetration of coffee bars is 5%

OPPORTUNITY
1.
2.
3.
4.
5.

Fastest growing industries in Asia

Merchandising
Tie ups with other companies for promotion
Tapping smaller markets
Cheaper varieties of coffee

THREAT
1. Competition with Barista , Costa coffee and Starbucks
2. Presence of other hangout locations
3. Unorganized market
4. Dependent on government commodity rates.