Local productcompetitiveness

assessment “KAFEJA ALĪDA”

Work accounted for Jekabpils State gymnasium 11. b class students:

Anastasija Markova,Lauma Ločmele,Jeļena Dutkeviča

Contents

• SWOT Analysis• Marketing• Competitors• Export• Conclusions

SWOT Analysis• Strengths of the product:– the coffee is produced in Latvia, – it is a healthy alternative to coffee and other

sources of energy,– in the production of this coffee energy

consumption is low and nature is not polluted,

– it is a very healthy product,– due to the production of the

coffee one working place was established,

– domestic raw materials are used.

• Weaknesses:– the coffee has an incentive

effect which may contribute to obesity and other health problems,

– there are a lot of competitors producing similar types of coffee,

– people are more used to coffee, which is widely advertised in the media,

– the product is not widely advertised.

• Opportunities:– eating local food becomes increasingly popular in

the world,– the number of green thinking people increases,

they want to use ecologically clean food,– the potential of new products and the

development of flavor compounds,– getting greater brand recognition.

• Threats:– complicated political system, which will not allow

the export of the product,– people's reluctance to change something and use

more natural and healthier food,– in nature there might appear pests that damage

chicory roots,– harvest adverse weather conditions,– Increase activities of competitors.

Marketing

• Packaging.• Homepage.• More than 40 stores.• Value for comparison.• Other countries with a population of Latvians.

Even appreciated by….

Competitors

• Coffee, for example, "Mosenc“,• “Kandavas ozolzīļu kafija”• Foreign analogues, as "Galka".• "Kafe Alīda" is a unique recipe, which has been

passed on for generations, and it has its own legend, which attracts the attention of buyers.

Export

• Latvia,• Russia,• Estonia,• Lithuania.

Conclusions

• “Kafeja Alīda” is competitive, but it needs more advertising.

• This product is increasingly chosen by people, who support local producers, and by those who take care of their health, from early childhood.

• Country should support more producers to enable them to develop products for export and give people jobs.

• The company "Kafeja Alīda" must expand its product range - not only coffee, but also Latvian tea. For example, making peppermint tea.

Thank you for your attention!