|Opportunites |Threats |
|Coffe becomes one of the most popular drinks in the world. More than |Coffe is facing stiff competition from other soft drinks . Hard |
|1;5 billion cups are drunk,every day , worldwide . Huge Market. |competition on this sector. |
|'Going out for a coffe' has become synonymous with informal meetings or|The advertising campaigns that have been developed by the soft drinks |
|social occasions. |companies, have communication budgets significantly higher than those |
| |of the coffe companies. |
|Over the last 30 years , one can observe that non-alcoholic soft drinks|Current trends wich emphaise paying attention to one's well-being and |
|have become much more succesful. |health tend of favoir the consumption of so called healthy drinks wich |
| |are benficial for the body such as fruit juices and mineral waters. |
|New types of coffee consumption are developing notably via the succes |Traditional offerings on this Market are losing ground. |
|of american-style coffe bars such as starbucks. | |
|Sales in terms of value progressed slightly as a result on the |Prices for end users have increased significantly. |
|increased popularity of fair trade coffe and capsules (Nespresso , | |
|tassimo , senseo etc..) both of wich have a strong growth potential . |