IX. External Analysis
A. Industry Definition
The Philippine coffee industry including foreign and local establishments, offer different varieties of coffee, tea, and other kinds of hot and cold beverages, and a selection of food ranging from cakes, pastries, pasta, sandwiches, salads, soups, and rice meals. Some café's also offer products such as coffee mugs, tumblers, and packed roasted or ground coffee. Establishments in this industry are engaged in one or more of the following: (1) roasting coffee; (2) Trade (import/export); and (3) food and beverage preparation.
B. Industry Segmentation
C. Industry Size and Growth
D. Seasonality
E. Stage in the Product Life Cycle
F. Environmental Scan
1. Politico-Legal
? Strict Policy regarding fair trade with local coffee farmers/growers.
? Existing legislation regarding smoking areas.
? Cheaper to import coffee from Brazil and Vietnam
? High costs of fertilizers and pesticides
2. Economic
? Coffee volume sales in retail increased by 6% in 2005 for instant coffee
? Coffee sales in value increased by 13% in 2004 for instant coffee
3. Socio-Cultural
? Café's are seen as social places
? Coffee's various benefits such as a stimulant and an anti-oxidant.
? Coffee's health benefits
? Coffee as a part of a daily routine/lifestyle
? Filipino's staple hot drink
? Children from the Lower-income househo ...