Year 12 IB Extended Essays 2018

hugely popular in Australia, does not come without critics. The coffee industry has been facing reports

on the negative effects of coffee drinking and the effects of coffee dependency due to caffeine (Kate

Wighton, 2013), this can turn people of drinking coffee, thus Dare loses customers.

STRENGTHS • Australian coffee culture • 'Natural' products • Strong brand recognition

WEAKNESSES • Limited product line • Health concerns

OPPORTUNITIES • Growing market • Broaden Target Audience

THREATS • Competition from ice coffee market • Competition from non- alcoholic beverage market

Iced Coffee, even with the negative publicity, is still a growing market within Australia (Roy Morgan,

2014) and Dare has shown its ability to capitalise to gain the most market share possible. Dare also

have the opportunity as the current highest market shareholders, to broaden their target audience as

they likely have the capital to fund differentiated marketing campaigns to gain a larger consumer base.

Dare faces significant competition from both the iced coffee market as well as the non-alcoholic

beverage market. They have been seen perform well against competition in the past, overtaking Ice

Break for market share within two years of beginning their marketing campaign (Effie, 2017) as well as

having the highest market growth between 2010 and 2016 within the impulse market, with a

significantly larger growth compared to Red Bull, V Energy and Coca Cola.

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