Animal Cafe SWOT Analysis

The assignment requires a comprehensive SWOT analysis of an animal cafe business. It delves into the organization's internal environment (Strengths & Weaknesses) and external factors (Opportunities & Threats) that influence its success. The analysis considers challenges like high start-up costs, potential harm to animals by customers, and limited expansion, while also highlighting opportunities such as attracting university students and building brand equity.

Running head: BUSINESS GLOBALIZATION
Business Globalization
Name of the student
Name of the university
Author Note:

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Table of Contents
Business Overview..........................................................................................................................3
Introduction......................................................................................................................................3
Business Activities...........................................................................................................................3
Business Products............................................................................................................................4
Getting the Fox................................................................................................................................4
Marketing Strategy and Competitive Advantage............................................................................4
Sole Business...................................................................................................................................4
Target Market..................................................................................................................................5
SWOT Analysis...............................................................................................................................6
Table 1- SWOT Table.....................................................................................................................6
Analysis...........................................................................................................................................6
References........................................................................................................................................8

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Business Overview
Introduction
The report is based on the business prospective of Midlands Fox Café based in Ontario,
Canada. The Café has a long history as it was founded by Mr. Robertson Mills in the year 1972
in 1662 Lockhart Drive in the city of Barrie, Ontario. The beginning was not easy for the
business as it was severely criticized for opening such a café which had wild animals at its
disposal. Several Animal lovers and organizations raised their concerns and enquired upon the
business. However the business came out with flying colors as because they were able to
convince the authorities that the animals were just pets and were taken utmost care of. The fox
café in the mentioned area is the only such café of the state and also one of the very few among
the number of animal Cafes in the North American country of Canada. The presence of the
Fennec foxes which are too much cute in their appearance attracts a large number of customers
in the café.
Business Activities
The mentioned cafe has the aim to serve the customers the best possible products and
services that meets all the needs of the customers (Dunning 2014). It has been recently voted as
the best animal café of Canada. The cafe boasts of clear screens to showcase the exquisite
location where they are based. The mentioned eating house has a seating capacity of around 50
persons and arrangements are there to safely play with the fennec foxes. Apart from these the
cafe ensures that the animals are treated in a proper way so that they do not face any problems.

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Business Products
The main products sold by the café are the number of snacks and food products. The
foods served to the consumers include burgers, sandwiches, butter bread, tea, coffee, cold coffee
and a variety of cookies and snacks. There are also provisions for supplying the people with cold
drinks. The eating house serves its consumers beer on public holidays and on the time of
Christmas (Dunning 2014).
Getting the Fox
Fennec foxes are a variety of fox that is found in Sub Saharan Africa. It is famous mostly for
its unusually long ears which add up to its cute quotient (Cavusgil et al. 2014). The fox is
considered to be a pet according to the Canadian Laws and thus it helps the organization to
keep them as pets in the café. The organization has acquired the pets from a African Fox
conservation company which is engaged in preserving the foxes and keeping the fox
population of the continent stable (Armstrong et al. 2015).
Marketing Strategy and Competitive Advantage
Sole Business
Being the only Fox cafe in Toronto the mentioned cafe enjoys a high degree of competitive
advantage over its rivals (Knudstorp et al. 2017). The mentioned café in Ontario has kept the
competitive advantage of the organization by following some simple steps which are;
A. The cafe has kept the exotic species of Fennec fox in their business workplace which has
made the café more and more attractive to the people of the country.

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B. The company has focused mainly on positioning than prospecting. The following process
will burn the company as it is an easier process to position one company as the leading
force in the market or an expert in the business (Knudstorp et al. 2017).
C. The main aim of the company is to focus on the choice and likings of the people.
Therefore the company has to ensure that they can develop a strong team to focus on the
needs of the customers.
D. A proper strategic planning is one of the main aims of the company as it believes that
having a proper planning helps to make the café one of the best in the business
Target Market
The cafe has a niche market of mainly the college goers and the teenagers. It has a special
customer area for serving the young couples. The snacks and food items offered to the customers
differs in price (Wheelen et al. 2015). As mentioned earlier the company has a variety of
different foods at its disposal starting from snacks and cookies to pizzas and burgers. The price
ranges from $5 to$ $50. The company has adapted a cost effective strategy which helps to attract
more and more customers to the café. The cost effective strategy is the best for the young
generation that believes in saving rather than unnecessary spending (Jeong et al. 2017).
SWOT Analysis
STRENGTHS OPPURTUNITIES

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 Unique Concept(Fennec Fox)
 Close to two main colleges and school
 Proper maintenance of the café and
huge experience of the present
Management
 Unique food items
 Capability to attract customers from the
universities and colleges
 Capability to attract the niche group of
customers
 Desire to expand
 Capability to build a brand equity
WEAKNESS THREATS
 Absence of a proper customer base
 Animals need protection
 Starting cost much higher
 Problems with the customers
 Lack of business expansion
 Focusing on the animals rather than the
food and people
 New threats as opening of new cafes
Table 1- SWOT Table
Source- (As created by the author)
Analysis
A. Strength- The unique concept of keeping fennec foxes in display and playing with them
under proper guidance is a boon for the organization as it is a totally new concept which
attracts large number of people to the café (Hoischen et al. 2014). The location of the café
is also a huge advantage for the organization as because the café is situated in front of
some large universities and colleges, thus attracting young college goers and other
persons to visit the café (Shim and Kim 2016). The huge experience and the proper

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maintenance of the café help to run the business smoothly. Last but not the least the
unique and vast range of food items serves as one of the main strengths of the company.
B. Weakness- The absence of loyal and trusted customers is certainly a great weakness of
the cafe as absence of loyal customers does not help the cause of the organization. The
animals need special protection and thus it leads to the rise in the start up costs of
opening the café. The customers also try to cause harm to the animals which disturbs the
smooth running of the organization.
C. Opportunities- The capabilities of the cafe to attract customers from university and
creating a niche market for its unique food product is one of the largest opportunity that
the company can avail to be the best in the business (Parker et al. 2015). The desire to
expand and build brand equity is another main opportunity that can be undertaken to
ensure success.
D. Threats- The absence of the expansion of business has been a constant threat since its
start of operations from the year 1972. The lack of expansion shuts downs the business
opportunities (Choi et al. 2014). The focus is too much on the animals and thus
sometimes the quality and quantity of the foods are compromised. Last but not the least
the slow rise of different cafes has made it vulnerable to external threats.

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References
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Cavusgil, S.T., Knight, G., Riesenberger, J.R., Rammal, H.G. and Rose, E.L.,
2014. International business. Pearson Australia.
Choi, J.W., Lee, H.K., Kim, S.H., Kim, Y.H., Lee, K.K., Lee, M.H. and Oem, J.K., 2014.
Canine adenovirus type 1 in a fennec fox (Vulpes zerda). Journal of Zoo and Wildlife
Medicine, 45(4), pp.947-950.
Dunning, J.H., 2014. The Globalization of Business (Routledge Revivals): The Challenge of
the 1990s. Routledge.
Hoischen-Taubner, S., Bielecke, A. and Sundrum, A., 2014. Different perspectives on animal
health and implications for communication between stakeholders. Farming systems facing
global challenges: Capacities and strategies, pp.8-16.
Jeong, G.J., Oh, W.J., Li, K., Seo, S.J. and Hong, C.K., 2017. [P266] Zoonotic infections in
children from a pet cafe: a report of 3 cases. 프프프프프 (프 프프프), 69(1), pp.408-409.
Knudstorp, J.V., Maskus, K., Teece, D. and Christensen, B.J., 2017. Business on
Globalization—A Panel. In Globalization (pp. 587-600). Springer Berlin Heidelberg.
Parker, C., Carey, R., De Costa, J. and Scrinis, G., 2015. The Hidden Hand of the Market:
Who Regulates Animal Welfare Under a Labelling for Consumer Choice Approach?.

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Shim, H. and Kim, D., PNV Co., Ltd., 2016. Animal healthcare device and healthcare
method using same. U.S. Patent Application 15/073,893.
Wheelen, T.L., Hunger, J.D., Hoffman, A.N. and Bamford, C.E., 2015. Strategic
Management And Business Policy: Globalization, Innovation, and Sustaibility, Global
Edition.