The Internal And External Environment Of Di Bella Coffee

Table of Contents Executive Summary 2 Business Description 3 PESTEL Analysis 4 Political and Legal 4 Economical 4-5 Socio-Cultural 5-6 Technological 6 Environmental 6-7 Porter ´s Five Forces 7 Bargaining Power of Buyers 8 Bargaining Power of Suppliers 8 Threat of new Entrants 8 Threat of Substitutes 9 Degree of Rivalry 9 Competitor Identification 10 Merlo Coffee 10-11 Vittoria 11 SWOT Analysis 11-12 Marketing Mix Analysis 13 Strategic Positioning and Market Attractiveness 14-15 Market Segmentation Analysis 16 Potential Market Opportunities 17 References 18-21 Executive Summary The purpose of this report was to analyze the internal and external environment of Di Bella Coffee in order to identify the brand ´s strengths, weaknesses, opportunities and threats as well as evaluating the market situation and the brand ´s strategic positioning. The findings will demonstrate that Di Bella Coffee is one of Australia ´s leading specialty coffee chains and is starting to expand into the international market successfully. The combination of a high quality product, the focus on customer service and new innovation together with the strong brand image have led to Di Bella Coffe ´s success. In order to stay competitive and profitable in the coffee market and to meet consumer demand, Di Bella Coffee will need to evaluate the changing needs of the coffee