Hannah GrayKate Gutierrez

Haley HiraiAyaka HongKelsey HonzTashi Kerr

Cheyenne KnowlesJordyn Neerdaels

Krista ShogrenEmily Weaver

SWOT Analysis

Strengths

• Uniquely positions itself as the only organic & vegan bakery in Eugene

• Caters to specific dietary needs• Use of Facebook-- nearly 10,000

followers• Welcoming atmosphere & staff• Environmentally friendly

Weaknesses

• Population of more than 24,000 students is not targeted

• Lack of advertisements around campus

• Misconception that The Divine Cupcake is farther away from campus than Sweet Life and Voodoo Doughnuts

Opportunities

• Create Instagram and Pinterest accounts

• Advertise around campus and within student coupon book

• Cater fraternity & sorority events

Threats

• Sweet Life• Voodoo Doughnuts• Economy• Negative connotations towards

"organic" & "vegan"

Research Methods

Online Survey Focus Group

Online Survey

• Quantitative Research

•  8 multiple choice questions

• Distributed via facebook & email

• 149 Responses

Focus Group

• Qualitative Research

• 12 participants (7 females, 5 males)

• Participants were asked a variety of questions about dessert cafes

FindingsOnline Survey• 29% never heard of Sweet Life• 4% never heard of Voodoo Doughnuts• 76% never heard of The Divine Cupcake• 58% said there is not a negative connotation

towards vegan and organic ingredients

Focus Group• Heard of Voodoo Doughnuts

and Sweet Life through word of mouth

• Opinions on organic and vegan desserts in terms of taste and quality 

• More willing to go to places with a coupon

Recommendations 1. Advertise in student coupon book

                

2. Create Instagram and Pinterest accounts

3. Cater fraternity & sorority events

 

 

QUESTIONS?