Coffee in Italy - SWOT analysis

Databank Cerved Group, October 2012, Pages: 17

This report provides a SWOT analysis on the Coffee Italian market: strategic map of operators by market, product, typology, nationality, strategies observed by the main players in terms of advertising, distribution channel, communication, winning strategies and their drivers, opportunities and threats on the short / long term.

Segments

In this report the coffee sector has been divided into the following segments:

- Non-decaffeinated roasts: coffee beans or ground coffee in various packaging. The roasted coffee can
be of a single type of bean or a blend of different types;
- Decaffeinated roasts: beans or ground coffee in various packaging; prior to the roasting process the
coffee is treated to remove the caffeine content;
- Instant coffee (soluble, freeze-dried): the aromatic and soluble substances are extracted from the
beans and concentrated by way of solubilisation of freeze-drying. In general, instant coffee is in powder
or granule form, and is packaged in completely water resistant containers due to being highly
hygroscopic.
A further segmentation identifies the channels/ markets served:
- households;
- Ho.Re.Ca. (bars and restaurants);
- automatic distribution (vending machines and easy serving machines).

Methodology

Databank’s methodology for Competitors reports begins with a careful screening to identify the main organisations that are representative of a given sector. Several one-to-one interviews are then conducted with the selected organisations. Questionnaires are sent to all the leading companies on an annual basis. The information collected is then verified by an expert in the particular sector using a system of counterchecks to guarantee that the information is entirely reliable and consistent. The process is then completed using Cerved Group’s proprietary information about Italian enterprises. All Competitors reports also include details concerning the strategies and performances of the leading companies in each sector.

LIST OF COMPANIES ANALYSED 3
1. INTRODUCTION TO METHODOLOGY 4
2. SECTOR DESCRIPTION 5
2.1. Scope 5
2.2. Segments 6
3. STRATEGIES OBSERVED 7
3.1. Strategic map of operators 7
3.2. Winning strategies 11
4. OPPORTUNITIES AND THREATS 12
CONNECTED PRODUCTS AND SERVICES 15
CONTACT 16
COPYRIGHT 17

List of Tables and Graphs:
COFFEE – HOUSEHOLD SEGMENT: STRATEGIC MAP, 2012
COFFEE – BAR AND HO.RE.CA. SEGMENT: STRATEGIC MAP, 2012
COFFEE-HOUSEHOLD SEGMENT: OPPORTUNITIES AND THEIR SHORT-LONG TERM IMPACT,2012
COFFEE-BARAND HO.RE.CA. CHANNEL: OPPORTUNITIES AND THEIR SHORT-LONG TERM IMPACT, 2012
COFFEE-AUTOMATIC DISTRIBUTION: OPPORTUNITIES AND THEIR SHORT-LONG TERM IMPACT, 2012
COFFEE-HOUSEHOLD SEGMENT: THREATS AND THEIR SHORT-LONG TERM IMPACT, 2012
COFFEE-BARAND HO.RE.CA CHANNEL: THREATS AND THEIR SHORT-LONG TERM IMPACT, 2012
COFFEE-AUTOMATIC DISTRIBUTION: THREATS AND THEIR SHORT-LONG TERM IMPACT,2012

BARBERA 1870 S.P.A.
BRUNOCAFFE' S.R.L.
CAFE'DO BRASIL S.P.A.
CAFFE' CAGLIARI S.P.A.
CAFFE' CARRARO S.P.A.
CAFFE' MOAK S.P.A.
CAFFE' MOLINARI S.P.A.
CAFFE' TROMBETTA S.P.A.
CASA DEL CAFFE' VERGNANO S.P.A.
COFFEE COMPANY S.P.A.
CONSORZIO DEL SAO CAFE'
CONSORZIO GRANCAFFE'
COOP INDUSTRIA S.C.
CORSINO CORSINI S.P.A.
COSTADORO S.P.A.
DANESI CAFFE' S.P.A.
EKAF IND. NAZIONALE DEL CAFFE' S.P.A.
ESPRESSAROMA S.P.A.
ESSSE CAFFE' S.P.A.
GUGLIELMO S.P.A.
HAUSBRANDT TRIESTE 1892 S.P.A.
ILLYCAFFE' S.P.A.
JULIUS MEINL ITALIA S.P.A.
KRAFT FOODS ITALIA S.R.L.
LUIGI LAVAZZA S.P.A.
MAURO DEMETRIO S.P.A.
MILANI S.P.A.
MOKADOR S.R.L.
MOKARABIA S.P.A.
MOKITO S.P.A.
NESPRESSO ITALIANA S.P.A.
NESTLE' ITALIANA S.P.A.
PELLINI CAFFE' S.P.A.
PROCAFFE' S.P.A.
SAICAF S.P.A.
SAQUELLA 1856 S.R.L.
SEGAFREDO ZANETTI S.P.A.
T.N.Y. S.P.A.
TORREFATTORI ASSOCIATI S.P.A.
TORREFAZIONE MUSETTI S.R.L.
TORREFAZIONE PORTIOLI S.P.A.
ZICAFFE' S.P.A.

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