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SWOT Analysis for

Strengths

(Positive Internal)

Opportunities

(Positive External)

  • Strong brand name, brand loyalty
  • Wide variety of food and drinks
  • Known internationally (10,083 franchises in 33 countries at end of 2011)
  • Associated with major sports figures
  • Adapts to competition
  • Customer rewards programs/coupons
  • Expansion to previously untapped regions/new increase in demand of coffee and baked goods in said regions
  • Providing wider variety of healthy options
  • Focus on environment- napkins made of 100% recycled fibers
  • Partnership with Rainforest Alliance to donate to coffee growers

Threats

(Negative External)

Weaknesses

(Negative Internal)

  • Similar competition (Starbucks, McDonalds, Krispy Kreme, etc)
  • Search for healthier lifestyles
  • Increasing prices of raw materials (coffee beans, sugar)
  • Complications in expansion due to franchising methods
  • Easy access to baked goods industry allows for lots of competition
  • Limited market share

College Marketing Period 8

Andrew Riggio

Jon Logan

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