Within this blog post I will be doing a SWOT Analysis on a local company for my Leadership and Event Management course. This blog post will dive into the works of the company and its potential benefits for hosting an event.
A local coffeehouse located on Monarch Way is known as a quaint, locally owned established that sells more than just coffee. Borjo Coffeehouse recently reopened in 2022, under new ownership and management after closing in 2019. Since this reopening, Borjo has undergone a new facelift and design that has currently been effective to attracting an array of consumers. They offer an expansive menu that includes food such as baked goods, teas, and other beverages.
The company, Borjo Coffeehouse, is on Monarch Way in Norfolk, Virginia, which is part of Old Dominion University’s village. It had been a popular spot for about fifteen years, until TASTE acquired it in 2016. Three years after TASTE acquired Borjo, in late 2019, they decided not to renew the lease. Which left the original owners, Jon Pruden and Rob Loomis no choice but to close the coffeehouse that December in 2019. However, after a huge outpouring of community support and love, a Borjo regular decided to purchase the shop. In January of 2022, Bill Odom and TASTE lawyers came to an agreement based on the license that Bill can use the Borjo name at no cost, if he is operating the coffeehouse on Monarch Way. This agreement led to the official reopening of Borjo Coffeehouse on July 5, 2022.
The SWOT Analysis:
Strengths:
Quality Food & Beverages – At Borjo Coffeehouse, they specialize in quality food and beverages. As stated on their website, they are dedicated to quality, providing organic, fair-trade tea and coffee. Borjo works with local roasters and bakeries to source the freshest and tastiest hand-crafted food, that is made fresh to order to complement your coffee.
Nice Space & Ambiance – Borjo Coffeehouse, being a small, locally owned business, reflects this within its atmosphere. Located on the corner of Monarch Way, the coffeehouse offers a casual and contemporary space that allows customers to relax while enjoying a cup of coffee. Additionally, the coffeehouse features pieces of art from local artists to add to the contemporary ambience of the space.
Local Presence & Community Engagement – Another strength for Borjo Coffeehouse is its local presence and community engagement. The locally owned coffeehouse ensures that it is immersed in the local community of Norfolk and the student life of Old Dominion University. Borjo has collaborated with ODU Greek-life, student organizations, and even local organizations to help support their causes. Additionally, they have also incorporated with local artists and comedians to provide live entertainment to their customer base. Overall, Borjo Coffeehouse is very involved with its local community and has used its presence to support them and their causes.
Weaknesses:
Limited Reach –While Borjo has been very involved with its local community, its reach is also limited due it being a small coffeeshop in Norfolk. As a result, those located in other areas of Hampton Roads, such as Portsmouth, Virginia Beach, and Chesapeake, may not be as aware of the coffeeshop and its products. Ultimately, limiting the coffeehouse to just a small community in Norfolk and limiting its demand.
Non-Cohesive Brand Image – While browsing through their social media, Borjo Coffeehouse’s brand image appears un-cohesive and is not visually appealing for a consumer-based company. This lack of cohesive aesthetics can limit their consumer engagement and overall social media to in-person turnover rates. Having a cohesive brand image is important to appeal to the target audience and attract a larger clientele based on their niche.
Lack of Social Media Engagement – As stated before, Borjo Coffeehouse has an un-cohesive brand image on social media which can lead to a lack of consumer engagement. This lack of engagement, due to their un-cohesive brand image, can cause a reduced flow of consumers.
Opportunities:
Expand Partnerships – One opportunity for Borjo Coffeehouse is to broaden their partnerships with more local companies to help expand their brand awareness and customer base.
Re-invent their Social Media Presence – This is one of the main themes of this SWOT Analysis for Borjo Coffeehouse: to re-invent their social media presence. This can be done by selecting an aesthetic that speaks to the niche of the company and its audience and spreading it across social media platforms as a way to enhance their social media presence. Also creating content that aligns with current trends and the company’s values to increase sales and customer awareness.
Expand Brand Awareness to Other Cities – Lastly, an opportunity for Borjo is to expand their brand awareness by participating in local events, such as fairs, festivals, parades, and more. Which will help the business to increase brand awareness from just the local Norfolk community to those across Hampton Roads. In hopes that with this increased growth, the company would be able to reach an agreement with TASTE to expand the business across Hampton Roads.
Threats:
Competitors – A threat for Borjo Coffeehouse is their competitors, such as, Dunkin Donuts, Starbucks, and other locally owned coffeeshops in the area. These competitors, especially the name-brand ones, are where Borjo coffeehouse may struggle to compete.
Rising Costs – Rising costs in their quality tea and coffee can lead to an increase in pricing, which customers may not be happy with and could go drive them to a competitor with lower prices. Rising costs in other supplies can also cause a similar reaction from consumers.
Licensing Issues – As Borjo Coffeehouse was originally opened in 2004, operating until 2020, when TASTE decided to close the store. The business re-opened in July of 2022, under new ownership, but not without the legal agreement they underwent to re-open the business. Due to the business’s recent legal issues and agreements with TASTE, the business is held under an agreement that can cause Licensing issues if they do not uphold their end of the deal.
Event Recommendation:
Lastly, an event that I would recommend for Borjo Coffeehouse to host is an art block party. My choice is based upon Borjo’s history of working with and even supporting local artists by having either their work on display in the coffeeshop or hosting an event for the artists. Also, I believe that this event should be hosted by Borjo because of the contemporary and artsy ambiance/décor of the coffeehouse, which adds to the culture of the coffeehouse.
The target audience of this event would be the local community of Norfolk, where Borjo is located, as well as a few surrounding cities, Portsmouth, Virginia Beach, and Chesapeake. The audience will consist of art enthusiasts, coffee enthusiasts, local small businesses, local artists, and students at Old Dominion University, aged between 18-40 years old.
The location for this event would take place in Norfolk, Virginia, on Monarch way in front of Borjo Coffeehouse. This event aims to benefit not only Borjo Coffeehouse, but also the local artists and small businesses in the community of Norfolk, Portsmouth, Chesapeake, and Virginia Beach. The event will help raise brand awareness, bring new customers, and increase local community support for everyone involved. Ultimately, benefiting the community and its economy by providing raised awareness and support from those in surrounding cities.
This event can also improve the company’s image by setting a credible reputation of them providing a space for local community events that help support local artists and small businesses. As well as setting a credible reputation for those community members outside of Norfolk.
This event is feasible, as the company will cover expenses such as live music (DJ fees) and possibly other fees. With hope of seeing a return of investment by the end of the art block party event.
References
Coffeehouse, B. (n.d.). Borjo Coffeehouse. Borjo Coffeehouse. Retrieved March 24, 2024, from https://borjocoffeehouse.com/
Garvey, J. (2022, August 19). Borjo Coffeehouse Returns Under New Ownership. Old Dominion University. https://ww1.odu.edu/news/2022/8/borjo_s_return