Milestone #1 Project Super Coffee
Super Coffee is a non-alcoholic company that focuses on offering healthy products. It started from a campus location and now serves consumers across the country. The paper discusses the context of Super Coffee and SWOT analysis.
Context of Super Coffee
Super Coffee is a food and Beverage Company started in 2015 by Jordan DeCicco a basketball player in his dorm. Jordan started making coffee because the campus stores had energy products with excessive sugar and harmful chemicals. He needed a drink with organic and healthy ingredients. The coffee gained high demand across the University and Jordan engaged his two brothers, Jake and James. Super Coffee is headquartered in New York, US.
Super Coffee products are made of organic Colombian coffee with grass-fed milk protein, MCT oil, caffeine, no-sugar natural sweetener, and L-Theanine. Its products include Ready to Drink, creamer, grounds, bundles, and pods.
Functional and brand promise
Super Coffee’s functional promise is to make great-tasting, high-quality, and healthy products that focus on positives. Its brand promise is to unlock the happiness and healthy within all individuals so that each can be the best version of themselves.
Super Coffee psychographic segmentation consists of Healthy Hustlers with a shared mentality on a better future. Healthy Hustlers are always headed to better and compete with their former selves.
Super Coffee target three classes; the College Carrie of 18 and 25 years, Athi-Lifer Abe of 23 and 30 years, and Multitasking Mid-Career Mona of 31 to 50 years. For the competition purpose, Super Coffee majorly focuses on College Carrie of age 18 to 25 years. The majority are college students, both male and female with unstable income.
Industry and the key competitors
Super Coffee operates in the food and beverage industry but focuses on non-alcoholic beverages. Its main competitors include Blue Bottle Coffee, a coffee roaster company, La Colombe Torrefaction which focuses on non-alcoholic beverages, and soft drinks, and MALK Inc.
Strategic Analysis using SWOT
Production of healthy products-
One of the main strengths of Super Coffee is the production of healthy and energetic products. The company focus on producing healthy products with powerful energy by including the right amount of natural and organic sugar, fat, proteins, and organic inputs.
A unique list of ingredients-
The Company uses a unique list of ingredients. The ingredients when blended results in the best taste and feeling. The unique ingredients include MCT oil, monk oil to include natural sugar, organic Colombian coffee, and lactose-free whey protein.
Better taste and feeling-
Super Coffee products offer better taste and the best feelings for customers. The better taste is due to the blending of natural and organic inputs. The products have a plain, simple, and rich smooth taste which allows customers to feel the blended inputs.
High customers focus-
Super coffee are more focused on providing healthy, high quality, and great tasting products that replace the customers’ negatives with positives. It thrives to unlock the happiness of each customer so that they can be the best version of themselves.
Limited target market-
Super Coffee target mainly the College Carrie aged between 18 and 25 years. Generating revenue from this market is challenging because it constitutes individuals who majorly depend on parents for money. Besides, the market is also not wide enough to support high sales.
Super Coffee charges low prices despite the quality and the various ingredients used in its products. The low prices are influenced by its target market which constituted independent individuals.
Lack of a good approach in targeting the new collegiate lifestyle-
Despite that Super Coffee has established a foothold in C-stores, clubs, online and off-campus locations, it faces a challenge in targeting the new collegiate lifestyles.
Limited human resource-
Super Coffee has a limited human resource of approximately under100 nationwide. Adequate human resource is essential to facilitate a company’s operations.
Super Coffee faces high competition from other beverage providers. Besides, because of the exclusive campus agreements with large beverage companies, Super Coffee experiences the challenge of fulfilling college campuses.
Super Coffee has been highly affected by Covid 19 as selling to the campus students physically through their groceries and clubs has become difficult
Technological advancement- it has the opportunity to advance its technological operations to continue serving its target market and reach a wider audience.
Expansion of target market
– Super Coffee should consider expanding its target market besides college students to strengthen its position in the industry.
One of the core competencies of Super Coffee is the production of healthy products. It uses natural and organic inputs in its production like MCT oil, monk oil, organic Colombian coffee, and lactose-free whey protein. Second is its sweet, and artificial taste. Super Coffee products have pure, smooth, and the best natural taste due to the blending of their ingredients. The third core competency is affordability despite the high quality. Super coffee products have high quality and affordable at the same time.
In conclusion, Super Coffee majorly focuses on providing healthy products based on its natural ingredients. It offers better taste, healthy products, high customer focus, but has a limited target market, limited human resources, faces high competition, and lacks a good approach to target its customers.
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