Caffé Vergnano is a family-driven company founded in 1882.

The company began with a

small grocery shop in Chieri (Italy) and later on, built two other shops in Italy. In 1930, The Company
became international with the opening of a shop in Kenya

Products:

Caffé Vergnano produces traditional and authentic coffees and teas. And they also produce their
own machines.

Main competitors:

- Dunkin donuts
- Starbucks with over 2000 shops
- Costa Coffee with more than 1700 shops
- MacAfee with 1300 shops

Strengths:

- The oldest producer in Italy

- Big variety of products
- New compostable Capsules, as an effective solution for the environment.
- Compatible with the machine espresso.
- New packaging

Weaknesses:

- 6th position in the coffee market in Italy but not well known overseas.
- The don’t have enough shops all around the world
- Bad communication process for being famous in the entire world.

Opportunity:

- Expansions of global operations

- Good reputation of Italian’s coffees.
- Coffee: 1st product imported and exported in the world.

Threats:

- Lots of concurrent in the world.

- High price, because of the process traditional.
- Caffeine and theine, known as non healthy.