SWOT analysis

SWOT analysis also called situation analysis. It is the abbreviation of strengths, weaknesses, opportunities and threats. We plan to open a coffee bar in Chongqing Communication Institute and the following analyses focus on the four aspects.StrengthsWe plan to open a coffee bar combined with selling some cakes and ice-cream. The characteristic of our bar is that we sell fresh ground coffee; our bar is the only place for this service. What’s more, the comfortable environment is another high light. Our bar will provide comfortable, quiet, bright place with a cup of coffee and a piece of cake for all the customers to have a rest，study，thinking and chat with friends. Moreover, almost most employees are the students of our college; they will bring their friends and classmates to our coffee bar. The last but not least is that the location is very available for all the consumers. It is located by the only way into and out of school building. Both teachers and students can come here to study after class. All the aspects will make us have more confidence to open the new coffee bar on campus.WeaknessesFirst, we lack the skill of doing fresh ground coffee so we have to recruit a person for this field. Second, we don’t have facilities for doing cakes and ice-cream. We have to do a standby plan to solve this problem. Third, the competitors are very popular with the students while our bar is a new one; we have to compete for the consumer resources. Our school is far from the raw material market, this is not good for purchasing materials. Fourth, all of us are students; we don’t have a strong finance support when competing with others. We need to consider the above weaknesses which would destroy our bar if we don’t put much attention to them.OpportunitiesNow, our college hasn’t any fresh ground coffee bar. The existed competitors only have instant coffee; it is a good opportunity for us to fill the vacancy and to satisfy the market needs. While selling coffee to consumers, we can sell cakes and ice-cream to them at the same time. There are so many potential consumers, and this is a huge market. We can do fresh ground coffee by renting facilities. Whilst, a very famous patisserie provides cakes for us to sell and they would like to accept the unsold cakes. All these factors provide a good chance for us to open a coffee bar on campus.ThreatsFirst, the exited competitors are franchisee of reputation shops. The franchisers have given them the unified training. They are easier to accept by consumers. Second, after we have begun our selling point of doing fresh ground coffee, others will emulate our mode and maybe there will be a specialized ice-cream shop to attract parts of students groups. Third, because of lacking skill, we have to recruit a specific person to do fresh ground coffee for us. And we should have a standby plan in case of the employee’s resignation. Fourth, everything is changing so quickly so that we have to change our services to satisfy the tempo. Fifth, we also need to focus our attention to the new recruiting policy of the institute, such as whether it will increase new students. This trend is a challenge. Sixth, to the consumers, the fresh ground coffee which can be replaced by instant coffee and milk tea is much expensive. All these points will threat our operation.

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