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Swot Gloria Jeans

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  • March 26, 2011
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Gloria Jean`s Coffee
In the last lesson we were divided into some groups and every group got a different company to analyze the SWOT. I got the company Gloria Jean`s Coffee.

About Gloria Jean`s Coffee Company
Gloria Jean`s Coffee was founded by Gloria Jean Kvetko in 1979 in Chicago. GJC began as a small coffee and gift shop which has over 110 locations throughout the States. In 1995 Nabi Saleh and Peter Irvine visited the States to sample the GJC brand. They identified opportunity for this brand in Australia, purchasing the international license right from Dietrich Coffe Inc. with the aim to providing Australians with high quality coffee. They started a franchise system in 1997. They expand intro australia as well as all over the world. Gloria Jean`s Coffee is now 100% Australian owned and has opened over 1000 coffee houses across 39 markets worldwide, including over 480 in Australia.

SWOT
SWOT analysis is a strategic planing method used to evaluate the Strengths, Weaknesses, Treads and Opportunities. The Swot is split in two categories: internal and external factors. Internal Factors are on the one hand the Strengths which characteristics the business that give it an advantage over other in the industry and on the other hand Weaknesses which characteristics that place the firm at a disadvantages relative to other. External Factors are Opportunities and Threats. Opportunities means external chances to make greater sales or profits and Threads are elements in the environment that could be trouble for the business.

Strength
     Constantly growing (domestic and international) Good relation with coffee suppliers Only concentrate on coffee Located in high traffic areas Totally adopted by the Australians, not like Star Bucks

The main strength is that GJC is well adopted by the Australians so that competitors like Starbucks with same prices and products will never achieve the profits as GJC run in Australia. The Australians prefer to have a coffee at...