Regarding entering the Canadian market successfully with Douwe Egbert’s new product: Grannie Annie’s hot chocolate milk.
A SWOT-analysis (strength, weaknesses, opportunities, threats) is an analysis based on strength and weaknesses on one side, and opportunities and threats on the other side, choices are made. A SWOT-analysis can be used either internal or external. Both analyses together can be put together as a situational analysis. The outcome of this analysis can be the input of the SWOT-analysis.
- Since there is a cold climate in Canada, the popularity of hot beverages is high compared to every other drink, leading to a high demand. - Canada’s stable economy
- The good financial state of Douwe Egberts could be an advantage over the competitors. - The effective distribution strategies.
- High quality product.
- Good customer relationship management.
- Canada-European Free Trade Association Free Trade Agreement, this agreement is aimed at eliminating all tariffs on goods.
- Profitability may suffer as a result of strong competition in the Canadian market. - Long distribution channels (especially to Canada)
- Outplay other coffee brands by introducing special products like Grannie Annie’s. - Extend product line with other products for non-coffee drinkers - Build new coffee houses on strategic points
- Create brand loyalty by making sure customers get the experience needed from drinking Grannie Annie’s - Keep developing new products for customers
- Pick clear target group. (Starbucks aims for couples age 25-54 with children, who tend to spend more on non-alcoholic beverages outdoors) - Douwe Egberts should not copy the strategy of competitor’s but create something unique.
- Competition of businesses who are on the Canadian Market (Starbucks, Dunkin Donuts, Krispy Kreme, McDonalds, Burger King). - Lack of advertisement
- Changing prices in Coffee market