SWOT Analysis

Starbucks Ready to Drink Coffee (customer perspective)
Strengths Weakness
● Internationally known, strong and value ● The image of high-end coffee is

brand diminished
● Good distribution of product and ● Overpriced coffee with average taste
availability ● Contains a lot of sugar
● Convenience for the customer ● Non-organic coffee
● Variety of coffee (cold brew, iced coffee, ● Starbucks coffee taste better than
latte, doubleshot energy coffee) Starbucks Frappuccino Ready to Drink
Coffee
Opportunities Threats
● Society health concern ● Other low-cost ready to drink coffee or

● Environmental concern healthier option
● More variation, not only coffee products ● Coffee from nearby coffee shop
Starbucks Ready to Drink Coffee (managerial perspective)
Strengths Weakness
● Excellent global supply chain ● Many competitors are trying to disrupt

● Loyal customers that add stability to their Starbucks
business ● Less marketing campaign for this product
● Strong retail network ● Strong brand in US but not in other
● Strong grocery store network countries
● Expansion to other emerging market ● Rising price of coffee beans and dairy
● Extend supplier networks products
● Increase the number of products to other ● Competition from local coffee
countries ●
● Include their reward program when
buying the ready to drink bottle
Super Coffee (customer perspective)
Strengths Weakness
● Non sugar coffee - Healthy alternative ● Weak brand awareness

coffee ● Distribution of the product is limited
● Use 100% organic coffee ● High Price
● Saturated fat that contains MCT (Medium ● Unpleasant taste, like artificial sweet
Chain Triglyceride) has been shown to
have sustained energy without any crash
to the body
● Mass distribute to retailers or grocery ● Rising price of coffee beans and dairy
stores products
● Development of other flavor ● Competition from local coffee shop
Competitor Analysis( 1-3 pages) - Vincent
The innovation of convenience to drink coffee is rising. From brewing coffee by yourself
to buy the drink directly at your nearest grocery store. However, those ready to drink coffee is
perceived to have a high amount of sugar that are not good for human’s body. Starbucks has their
own product line of ready to drink coffee and the number of competitors for this industry are
growing and introducing their own values to the customers.
Super Coffee has their own brand to be a healthy alternative energy coffee. Those
customers of Starbucks think that Super Coffee is a good innovation for the ready to drink coffee
industry because of their rebrand the conception of bad sugary drinks. Super Coffee does not use
any artificial ingredients and adding a monk fruit as their sweetness, that makes their drink sweet
but no sugar and low carbohydrate. It is a good alternative for people who are having a Keto diet
lifestyle and love coffee and creamer. They also introduce MCT fat that can help stabilize blood-
sugar levels, suppress appetite, lower cholesterol, improve brain function and increase nutrient
absorption. However, Super Coffee is a new brand that have not been developed yet and they
need to compete in an industry where there are existing market leader. Based on the review itself,
some people might think they definitely add an artificial sweetness because of the taste also the
high price point that almost similar to Starbucks’.
Super Coffee can do several things to increase customer’s demand towards their product.
Firstly, they need to advertise erase the perception ready to drink coffee is a bad sugary drink and
cannot be consumed daily. Super Coffee has a competitive advantage of giving a zero sugar and
carbs of coffee to the customers. Secondly, they need to do a mass distribution to a well-known
grocery store or retailers, such as Target or WalMart in United States. By having a good amount
of product inside the stores, customers will feel curious and try the coffee and if they like it they
will become Super Coffee’s customer retention. Lastly, they can develop more variations on the
flavor. Flavor is an interesting and creative way to attract more customers to eventually buy and
try the product.
On the other hand, Starbucks ready to drink coffee is a way how they diversify their
target market. They have been well known all over the world, convenience as you can buy it in
almost all grocery stores or retailers and they have a lot of variations from latte to a doubleshot
energy coffee. Most of Super Coffee customers have ever tried the Starbucks ready to drink
coffee, and they think that Starbucks Coffee are too sweet and it has a lot of sugar in one bottle
of drinks. In addition, there are no protein and good fat inside the drinks that are the downside of
having those drinks compared to Super Coffee. Starbucks Coffee review are more to the positive
side as they have been around for almost 50 years. They have more advantage on the research
and development process and customer loyalty towards the brand.
To encourage more people to buy Starbucks ready to drink coffee are by embedding their
rewards program on this product line as well. Those loyal customers will be more eager to buy
the products sold on the grocery store because of getting the reward or benefit after buying it. In
addition to that, Starbucks can try to research about giving an alternative way to produce a
healthy drink similar to Super Coffee that taste normal (does not taste artificial) and advertise it
as a good healthy non sugary ready to drink coffee.
UNMET NEEDS of a Competitor’s Customer

●
b. What A (B) can do to encourage switching
Starbucks can do to encourage switching:
● Include their reward program when buying the ready to
drink bottle
●
Super Coffee can do to encourage switching:
● Promote their product
● Advertise their non-sugar and carbs to the public, also
using saturated fat that contain MCT
●
2. Objective Analysis
a. Based on review of product/service features, price, etc.
Super Coffee:
● Mocha Supper Coffee:
○ $39.99/pack (12 coffees) → $3.33 (12 fl oz / 355ml)
Starbucks:

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Starbucks Ready to Drink Coffee (customer perspective)

● Internationally known, strong and value ● The image of high-end coffee is

● Society health concern ● Other low-cost ready to drink coffee or

Starbucks Ready to Drink Coffee (managerial perspective)

● Excellent global supply chain ● Many competitors are trying to disrupt

● Non sugar coffee - Healthy alternative ● Weak brand awareness

growing and introducing their own values to the customers.

high price point that almost similar to Starbucks’.

try the product.

and development process and customer loyalty towards the brand.

as a good healthy non sugary ready to drink coffee.

UNMET NEEDS of a Competitor’s Customer

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