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SWOT Analysis

Morningstar SWOT Analysis

Picture











Strengths 
  • Experienced Gluten Dietitian 
  • Baker graduate from CCSF Culinary School 
  • Owner has an MBA in Business (marketing)
  • Expertise in finance, marketing, side of the business
  • Great location in Noe Valley (a lot of foot traffic) 
  • Equipment not shared with other foods 
  • Only gluten free bakery in Bay Area 
  • Experienced Marketer on staff 
  • Personal experience with two children with celiac
  • Customer oriented - solution solvers
  • Priced competitively 
  • Societal orientation

Weaknesses 
  • Little experience running a bakery 
  • No experience in production, ordering, inventory management
  • Expense to clean equipment nightly of contaminants 
  • Gluten products don’t  stay fresh as long as wheat based pastries 
  • Staff young and at times unpredictable 
  • Customer confusion about wheat free and gluten free products 
  • Lease is expensive

Opportunities 
  • Awareness of celiac disease is growing 
  • 5 major publications now devoted to Gluten Free living
  • Consumers without celiac are choosing Gluten Free diets as a part of their life
  • Restaurants are now experience with GF consumers
  • 1 in 10 people have it 
  • Movement toward healthier lifestyle 
  • Baking with rice flour tastes (almost) as good at wheat flour›
  • Baked goods are not seasonal
  • Package products for retail distribution (Good Earth, Whole Foods)
  • Partnership with celebrity who has celiac 
  • Educate the non-celiac market on the benefits of gluten free eating 
  • Research still shows that people will give up a meal in exchange for dessert 
  • Noe Valley family/community oriented 
  • Support of local businesses

Threats 
  • Recession 
  • Bakeries in Noe Valley may begin carry GF baked goods 
  • Development of a GF pill 
  • Local activists criticize for detergents used to clean equipment 
  • Noe Valley has many social causes, may get lost or perceived as forced

Picture
Ideas for construction your SWOT analysis
ben__jerrys_swot_key.docx
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nike_swot_key.docx
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  • Home
  • Marketing
    • MKT 140: Course Description
    • Lectures/Homework Assignments (TR_12:40_1:55)
    • Lecture Slides
    • Book Slides
    • Marketing Exam Reviews
    • Homework Layout/Formatting
    • Marketing Plan Outline >
      • Sample Marketing Plan
      • Introduction of Product/Service
      • Mission Statements
      • SWOT Analysis
      • Competitive Advantage
      • Strategic Direction & Marketing Objectives
      • The External Marketing Environment
      • Consumer Decision Making
      • Market Segmentation >
        • Target Segmentation Criteria
        • Sample Target Market Descriptions
      • Product Description
      • Placement
      • Promotion >
        • Promotion
      • Price
  • Advertising
    • MKT 170: Course Description
    • Homework Assignments
    • Homework Layout/Formatting
    • Exam Reviews
    • Lecture Slides
    • Book Slides
    • Research Paper Assignments
    • Research Paper Format
  • Consumer Behavior
    • MRKT 150: Course Description
    • Assignments
    • Research Paper Assignments
    • Homework Layout/Formatting
    • Lecture Slides
    • Consumer Behavior Exam Reviews
  • Social Media Marketing
    • Course Description
    • Homework & Assignments
    • Class Lectures
    • Research Papers
    • Research Paper Layout/Format
    • Class Websites
  • Professional Selling
    • MRKT 122: Course Description
    • Lectures, Homework & Assignments
    • Professor Jeff Anker Night Class
    • Lecture Slides
    • Book Slides
    • Research Paper Assignments
    • Exam Review
  • MABS 60
  • Resume Examples