Business Policy: Ish Verma 2K19/BBA/38 Section-B

BUSINESS POLICY
ISH VERMA
2K19/BBA/38
SECTION-B
To formulate the business policy for Illy's company, we need first to find all the aspects of their
coffee business, i.e., we need to find SWOT analysis of his company to make the different
policies which can quickly adapt to the future global coffee market and it will help him to
become fast mover in the coffee industry.
This is the SWOT analysis we founded out in the business of the Illy.
STRENGTHS (internal) WEAKNESSES (internal)
1. Its brand identity is strong and

1. High price policy of premium coffee
influential.
2. High quality of the product produces 2. Lack of knowledge with the workers
to consumers.
3. The innovation of the company
OPPORTUNITIES (external) THREATS (external)

1. Brand awareness globally 1. Coffee bean price fluctuation
2. The changing of consumer demand 2. An increasing number of

for specialty coffees (premium) competitors
3. Trying to initiate Andrea Illy's

"virtuous circle" can have the
opportunity to grow their coffee
culture in developing countries.
These are some suggestions Illy should apply or pay attention to and apply them in his business.
Suggestion 1
Since Illy coffee's brand reputation is excellent and well-known globally, all I can recommend
is to maintain the product being superior to consumer demands. As mentioned in the article
about premium coffee, if that specialty is as good and worth the money of the consumers and
has its different feeling and taste among other cafes, a strong possibility will arise that this
company will be in the way of success in developed as well as in developing countries. If the
company creates several strategies to make the experience more beneficial to the consumers,
the company can gain growth. Furthermore, making new coffee flavors can increase
companies' market share and demand for coffee in general. Innovation in coffee by creating
fission and fusion coffee flavors could make them market leaders.
Suggestion 2
Andrea Illy must not be afraid of facing these situations considering it can help access these
problems and turn into a successful company. As mentioned in the article, they would like to
create a specialty coffee with the best quality of coffee beans, yet it would also be expensive
than the other ones. As for my recommendation to this, Illy coffee must make sure that this
specialty coffee they'll make is as good as the price and is the new demand of the target
consumers. As for the threats, it is mostly about competition, which is expected in the business
field. With competition warming up, the coffee owner must discover new ways to seduce
consumers. For instance, if there is a cafe a few blocks from yours, it is a great idea come and
visit to sample their products produce and you can compare the costs, customer service,
decorations inside and who knows you might seek tips to improve your company and make it
stand out among the rest of your competitors. To add up, the product produce must have the
balance recipes on it like the brew, consistency, and the aroma because other consumers may
start being health conscious and not prefer strong coffees. Illy coffee must ensure that the
company they have sustains a competitive advantage through specialty products and services.
Suggestion 3
In this global premium coffee company, Illy coffee, there are several strengths that the owner
has an advantage, but it does not mean these strengths will always be your strengths; there is a
big possibility that these strengths can turn into either weaknesses or threats when not provided
with the right action. To increase and maintain the company's stability, the owner must always
seek the right economic analysis to make a profit. Illy coffee must prioritize doing it to be
assured that they have what it takes to manage a cafe and perhaps build more prominent
companies that are successful. The workers must have advanced training to avoid such
problems, as mentioned in the article. They must learn more to draw and lure their customers
inside their store by offering products and accommodate their needs, which will lead them to
get a drink. Just like other popular coffee companies, Illy coffee needs to have its unique
strategies to work. To keep the strengths of this company, they must always be prepared for
the circumstances and be open to one another for the company's success.
Suggestion 4
• Illy is tagged along with fine dining collaboration with premium-beer and fine-wine
companies to bring its customers a full-proof experience.
• Illy is focused continuously on research, and its branding should keep following its
uncompromising quest to provide the perfect coffee, from bean to cup.
These are my suggestion I would like to give to Andrea Illy.

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BUSINESS POLICY

1. Its brand identity is strong and

3. The innovation of the company

OPPORTUNITIES (external) THREATS (external)

2. The changing of consumer demand 2. An increasing number of

3. Trying to initiate Andrea Illy's

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