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Strategic Plan Part II: SWOTT Analysis sample essay

Kangaroo Coffee is a new and innovative coffee house convenience store. Kangaroo Coffee is committed to offering customers coffee of the highest quality. Kangaroo Coffee is dedicated to providing quality coffee in a convenient setting, as opposed to “atmosphere” and high prices. Taste is the most important thing when it comes to brewing fine coffee. Kangaroo Coffee will look at its strengths and weaknesses, in addition to trends in the industry. This will be done by means of a SWOTT analysis in comparison to other coffee houses in the industry will also be conducted to determine the strengths and weaknesses of Kangaroo Coffee along with threats and trends in the coffee house industry. Once all aspects of Kangaroo Coffee’s business is analyzed it will provide a roadmap for how to proceed toward their goal of entering the coffee house industry successfully.

SWOTT Analysis

Kangaroo Coffee must answer several questions in order to appropriately evaluate the strengths, weaknesses, and opportunities as well as the threats and trends. Analysis of the business factors that affect the successful operation range from internal factors such as legal restrictions and zoning to external factors such as strength of competition and the ever-changing needs of the consumer. Identifying opportunities for growth in the industry are key to survival and will lead to new innovations in how we operate within this tough industry. Keeping up with the different types of coffee and doing so in an economically feasible and ecologically sustainable way is part of our mission.

Legal And Regulatory

The Legal and regulatory implications of running a coffee house that sells food items are extensive. Health inspections are required regularly by the local public health departments. If opening several locations each location must be maintained by the local inspectors. The local laws regarding how
often the inspections occur change depending on the city in which we are operating (Food Safety News, n.d.).


The age of technology has brought about many changes in today’s society. With the advent of social networking sites companies are able to get their product advertised and marketed in many more ways than in the past. Sites like Facebook and Google+ have made it possible for companies to market their products to millions of people for cheap advertising on these sites. Coffee houses are becoming very popular among younger adults around the world. A quick and convenient coffee shop can have a strong presence in the social networking community. Quick tags while on the run to stop in for a quick coffee and a fresh pastry, or while using our internet service to check in at the local tourist location.


Technology in today’s coffee house is outstanding. There are much more high tech devices used than in the past. The commercial coffee brewer has advanced well beyond just hot water and grounds. The technology behind brewing coffee is a science. A great cup of coffee differentiates itself by how hot it is brewed, how quickly, and how much saturation the grounds receive during brewing. Having the right equipment to monitor this process is key to a successful coffee venture. Curtis Gold Cup commercial brewing machines are top of the line in coffee technology. A single press of a button and “it is able to exactly con­trol water tem­per­a­tures, water flow rates and water pulse sequenc­ing to the mil­lisec­ond” (Coffee Talk, 2014).


The strategy of most coffee houses is to produce the highest quality of coffee as possible. Pricing is usually higher than that of convenience store coffee, but the quality is generally higher as well. Kangaroo Coffee’s strategy is that of providing high end quality coffee traditionally reserved for the coffee houses, with the convenience of a corner store. Our coffee house convenience store strategy is to place their locations in areas where a large number of tourism travelers and students will be exposed to them.


Kangaroo Coffee attracts people from many different cultures. Kangaroo Coffee prides itself on the eclectic mix of people that drink our coffee. Kangaroo Coffee is also a big contributor to the local communities throughout the southeast of the United States. Kangaroo Coffee sponsors many different charitable events throughout the year. It is also import to Kangaroo Coffee to keep communities clean and try to preserve the environment to the best of our ability. The coffee house has several different seasonal coffees that are made with certain cultures in mind. It is the goal of Kangaroo Coffee to embrace all cultures and make products and coffees that appeal to everyone.


When it comes to innovation Kangaroo Coffee Brewery is on the cutting edge. Kangaroo Coffee will have the best resources to research and source its coffee beans from Green Farmers who have sustainability and run clean operations.

SWOTT TABLE External forces and trends

Legal and regulatory

Differing local health code regulations
Expansion into new territories
Health code violations
Coffee is popular worldwide
Bad labor practices for cultivating coffee in developing countries
Introduce our coffee to new countries
Weather in coffee growing countries

Parent company presence in region
Balancing price with convenience
Expansion into new market regions
Large traditional coffee houses
More types of coffee
Latest brewing technology
Training staff as baristas
A new style of coffee house with charging stations and internet access
Other houses stop charging for access
Offering more flavors
New convenience concept in coffee house
Staff not trained properly
New methods of brewing
Traditional coffee houses with large budgets
New coffee blends and roasts
Parent brand well known
No strong presence on the internet
Appeal to the weary traveler
Large national chains with marketing department
Online marketing using social networks
Green sourcing of beans
Cost of green sourcing
Environmentally friendly sourcing of beans
Weather in regions beans are sourced
Competitive analysis
Lower cost, friendlier service
Lack of experience
New styles of coffee
Traditional coffee houses
People tired of high priced coffee

Coffee Talk. (2014, November). Retrieved from Commercial Coffee Brewing Systems:

Food Safety News. (n.d.). Retrieved 11 2014, from Restaurant inspections in your area:

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