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Opportunities<br />

Threats<br />

· Emerging international markets<br />

· Product diversification<br />

· Co-branding with other food manufactures<br />

· Whole bean sales in supermarkets<br />

· New distribution channels (delivery)<br />

· Brand extension<br />

· New products (Via)<br />

· Current recession impacts the sales<br />

· Competition (restaurants, street carts, supermarkets,<br />

other coffee shops, other caffeine based products)<br />

· US market saturation<br />

· Coffee price volatility in developing countries<br />

· Negative publicity from poorly treated farmers in<br />

supplying countries<br />

· Consumer trends toward more healthy ways and away<br />

from caffeine<br />

· Fragile state of worldwide production of specialty coffees<br />

· Alienation of younger, domestic market segments<br />

· Corporate behemoth image<br />

· Cultural and Political issues in foreign countries<br />

· Labor Unions issues in US and international countries<br />

· Variation in coffee prices in developing countries

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