Main Competitors, Kona Gold Coffees
Competition in Kona Coffees companies match with the company profile in our
industry across the country though on a smaller scale. It is divided into two types
of companies: larger ones that focus primarily on selling to retailers or whole
sellers and are price-driven and the smaller companies that emphasize quality
and sell to both retailers and consumers. However, all of these companies have
one thing in common that separate them from Kona Gold Coffees: they promote
only one brand of coffee, their own, while we will promote several brands, with an
emphasis on quality.
As the market for Kona Coffees continues to mature inside and outside, it sphere
of influence buyers have become increasingly discerning and increasingly aware
of and interested in the key differences from one competitor’s blend to the next.
As a result, many buyers are placing much added importance on quality coffee
and how it tastes and are placing less emphasis on price.
Of the 11 companies in Hawaii, only 3 promote their own coffee in the type of
quality and packaging as ours and target the same retailers to reach our target
and consumer. A detail competitor analysis is shown below.
Our number one competitor is Kealagekua Farms. With 27 employees and
over10 years in business, they are well established in market. As the competitor
analysis shows, they have strong commercial strength, financial resources, and a
trade mark and their sales do well. This is mainly due to good pricing, updated
technology, company friendliness, and strong supply and distribution channel.
Their weakness of location, inconvenient for end user, has apparently been
overcome by time for their supply and distribution system.
Our number two competitor is Mauwi Wowy Coffee. Their strength is their
location, which is excellence for customer- their secondary target customer – but
as adequate for the retail market. They have a strong customer loyalty for their
product but they appear overworked with only 4 employees and don’t appear to
be very friendly and helpful for their walk-in consumers. They have been in
business 8 years and appear to be static in market place. Their quality is ensure
at this point because of strong supplier, their product knowledge, and their eyeappealing packaging that give them good perceive value.