Illy Cafe Marketing analysis
Topics: Coffee / Pages: 4 (952 words) / Published: Jul 27th, 2014

ILLYCAFFÈ AND GRUPPO ILLY
Préparé pour : Pr. Nick Blake
Préparé par : Konstantin Mochalov
Date : 24 june 2014

Table des matières

Stakeholder Analisis

Andrea Illy, Chairman and CEO, illycaffè SpA
Riccardo Illy, President, Gruppo illy SpA
Greg Fea, CEO and president of illycaffè North America,
Giacomo Biviano, head of the Europe, Middle East, Africa, and Latin America division
Andrea Applewick, project manager of the Ernesto Illy Foundation
Quality directors
Brazilian, African, Central American coffeemakers (farmers, manufacturers, plantators, roasters)
Liquorers (master blenders)
Hotels
Cafes
Restaurants
Competitors ( Starbucks and Lavazza in US), Nespresso in Capsule business
Logistics (drivers, managers)
Coffee drinkers ( customers)
Employees
Students from Università del Caffè,
Scientists in the Illy laboratory that Ernesto made

SWOT Analysis

Strengths

Illy Gruppo is well known as a premium coffee maker. Their coffee bean suppliers need to follow a very demanding standards in order to work with them. Throughout the years, Illy Gruppo has developed an outstanding value in coffee making. This company has a long family story. Francesco Illy, the founder of the company, was the first one to develop the first coffee machine. In 1933, there was the first established Illy coffee making production. In 2014, Illy is a well known brand operating on 5 continents in 150 different countries.
Apart from a very fine taste of the coffee, the company found itself in other business such as coffee machines, capsules, and even established its own University. The way Illy promote its product differs from normal marketing strategies. It offers an experience (including coffee tasting and barista lessons) during art exhibitions. Illy Gruppo is a well-diversified company, producing not only coffee but also chocolate, tea, candied fruits by its subsidiaries. Illy has its own market target, HoReCa, which includes hotels,

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