Kelapo Coconut Oil Company Analysis

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01

Kelapo Coconut Oil Company Analysis

While there is no publicly available information to fully answer your question, we have used the available data to pull together key findings: Kelapo’s most recent annual revenue was $16.9 million (2018), and it sells products that fall under categories such as coconut oil, ghee, and merchandise. The number of locations that sell Kelapo’s products today is not available in the public domain. Below you will find an outline of our research methodology to better understand why the information you have requested is publicly unavailable, as well as a deep dive into our findings.

Most Recent Annual Revenue

List of Products

  • Kelapo offers products that fall under categories such as coconut oil, ghee (clarified butter), and merchandise (non-food products).
  • The coconut oil products include coconut oil, coconut oil cooking spray, coconut oil pre-measured baking sticks, and extra virgin coconut oil.
  • The ghee products include coconut oil and ghee 50/50 blend and ghee.
  • The merchandises offered by Kelapo include tote bags and tees.

Number of Locations That Sell the Products

  • Kelapo’s products are currently available in thousands of cities across the United States.
  • Stores that sell the products include major supermarkets such as Lunds and Whole Foods and other retailers.
  • In 2013, Kelapo’s products were sold in 6,000 stores in the United States and Canada.

Research Strategy

To identify the number of locations that sell Kelapo’s products, we first used the store locator on the company’s website. It is assumed that the tool would provide the latest and most accurate figure for the number of stores that carry Kelapo’s products. However, the store locator has only listed the cities and selected retailers in the United States that sell the products.

Next, we examined the content published by Kelapo. It is assumed that the company would provide the estimated number of stores that carry their products on its website or social media pages. However, Kelapo’s website, LinkedIn page, and other social media platforms contain only the founding date, products, and other general information not related to the number of stores that sell its products.

Lastly, we examined articles that talked about Kelapo or its founder Erin Meagher. It is assumed that these articles or interviews with Meagher would reveal the estimated number of stores that carry Kelapo’s products. However, recent articles that featured Kelapo or Meagher did not provide the required information. During her interview with Business Observer Florida, Meagher only focused on her personal story and how the business grew since it was founded in 2009. An examination of older articles has revealed that Kelapo’s products are available in 6,000 stores in the United States and Canada as of 2013.
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Part
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Kelapo Coconut Oil SWOT Analysis

The biggest Kelapo strength lies in their sustainable and vegetarian-friendly products. The company has still ways to go, as it needs to improve on their social media presence and customer reach.

Strengths

  • Kelapo began its commercial activities in 2009. Since then, the brand has been able to grow and reach $5.4 million in annual revenue.
  • The company focuses on providing clients with sustainable and vegetarian-friendly products.
  • They market their products as organic, grass-feed, and guilty-free. In fact, 72% of Americans consider coconut oil as a healthy source of fats.
  • The coconut oil sold by Kelapo, brought from Serendipol, Sri Lanka through a Fair Trade Agreement, is organically cultivated, which means that farmers don't apply insecticides or any other chemical to plants or fruits.
  • Recently, Kelapo also started selling ghee, which is another butter replacement. The ghee and the extra virgin coconut oil have made the company popular with chefs, nutritionists, and people interested in healthy eating.
  • The company is part of the top 1000 fastest-growing companies in the US and the top 10 fastest-growing companies in Tampa Bay.
  • Kelapo has flexible internal policies that aim to make employees happy. They host several fun activities each month to promote cooperation between team members.

Weaknesses

  • Social media: Nowadays, most companies have a strong presence on social media because it increases the companies' sales. That is not the case for Kelapo. Kelapo only has 2088 followers on Twitter, and, despite having 10,000 likes on Facebook and 60,000 monthly visitors on Pinterest, their website only receives 224 monthly visits.
  • Web design: Kelapo has a confusing and badly organized shopping page, which drives away visitors and decreases the possibility of online sales.
  • Customer support: They don't provide 24/7 customer support.
  • International sales: It is difficult for international clients to buy the company's products because they focus exclusively on selling through physical stores. It is important to note that Kelapo's products are only available in the US and Puerto Rico.

Opportunities

  • Online presence: Kelapo has great reviews from customers. People love it because of the benefits it brings. However, they are not active on social media. 42% of the world's population uses social media, of which 54% use it to search for products. If Kelapo becomes more engaged on social media, their sales could skyrocket.
  • User-Friendly website: It is demonstrated that a clean, responsive, and well-organized website brings higher sales. That happens because when a website is user-friendly, it is easier for the visitor to click on ads, affiliate links, and add products to their basket.
  • Effective customer services: To make the customer shopping journey as good as possible, effective customer service is needed. The company can get that by implementing a live chat option or a 24/7 support.
  • Global availability: Expanding the distribution channels can be very beneficial for the company. They can do that by using foreign online platforms or adding an international shipping system to their website.
  • Online blog: Kelapo has incredible articles on its blog, however, they do not promote them correctly. For example, instead of the word "blog" on the main menu of the website, they have a question (Why Coconut Oil?). This tends to confuse and drive customers away. Having a blog that promotes the important articles properly can be a great growth opportunity for the company.

Threats

  • Obsolete technologies: Kelapo needs to re-design and innovate its website because other coconut oil companies like Rapunzel Coconut, Tiana Coconut, and LucyBee (all of them use the Fair Trade Farm agreement) have fully equipped websites.
  • Distribution channels: Companies have focused on shipping products internationally directly from their websites, which is something that Kelapo is not doing at the moment.
  • Payment methods: Kelapo's website does not specify the payment methods available to customers while their competitors not only specify them but accept several methods.
  • Social media: Customers feel safe when the company or brand is actively engaging with them. Most coconut oil companies have a strong presence on the web while Kelapo does not.


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