Situation Analyses + Relationship Marketing

Brand/Company: Bandit Coffee Co., St. Petersburg, FL

Scenario: Expanding Bandit Coffee Co. to Charlotte, NC

Bandit One Liner: At Bandit, we recognize that getting through a 9-5 can be difficult these days, we provide a Wi-Fi free, relaxing environment so you can take a break from the spreadsheets and enjoy a cup of cold brew to keep you going until EOD.

  • Location: Charlotte, NC, USA

    Political

    • Trade relationships with international coffee distributors

    • Political unrest in coffee-producing countries

    • Trade restrictions

    Economical

    • Implementation of high tariffs on coffee products

    • Limited disposable income among the majority of the population

    • Currency exchange rates

    • Unemployment

    Social

    • Demographics - coffee drinkers in all generations, cultures, and lifestyles

    • Global tribes

    • Health and wellness trends

    Technological

    • `Apps - reward/loyalty programs

    • Mobile and/or tap to pay

    • Self-service registers

    Environmental

    • Water availability

    • Sustainable production

    • Climate change

    • Natural Disasters

    Legal

    • FDA Regulations

    • Changes in domestic or international regulations

  • Strengths

    • Makes their own coffee

    • Offers indoor and outdoor seating and to-go options

    • Offers breakfast and lunch food, including vegan and gluten-free options

    • Offers coffee alternatives: Matcha Tea, Chai Tea, Kombucha

    • Offers seasonal drink and food options

    • Makes drink at the register - faster service

    Weaknesses

    • No Wi-Fi

    • Does not offer cold brew (one of the most popular products) for bulk purchase like the coffee grounds

    • Only offers order-ahead pick-up service on the weekends

    • Can be expensive depending on the product

    Opportunities

    • Large target market in the coffee industry

    • Start a “bring-your-own-growler” service to offer cold brew in bulk or bottle it

    • Consistent seasonal opportunities

    • Partnerships with local small businesses

    • Tabling at local markets

    • RELATIONSHIP MARKETING STRATEGY:

      • Punchcard program - buy 10 coffees, get one free

      • Loyalty app - join the app get a free beverage, get points as you use the app for more rewards

      • Comment boxes at the entrance/exit

      • AI personalized menu suggestions in the app

    Threats

    • Coffee industry is highly saturated, needs to standout

  • Starbucks

    • Large chain, well known and well trusted

    • Variety of drink and food products

    • Price range: $4-8

    Haraz Coffee House

    • 100% Organic Coffee

    • Franchise

    • Warm atmosphere

    • Variety of drink options

    • Prince range: $2-8

    Bitty & Beau’s Coffee

    • “Human rights movement disguised as a coffee shop” - advocating for social change

    • Franchise

    • Offers variety of drinks and apparel

    • Makes their own coffee

    • Price range: $4-8