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With the rapid development of coffee industry, the production, processing, import and export, consumption trends and other aspects of coffee show a sharp upward trend in recent years. The coffee industry in China has gained considerable development opportunities. However, it exposed some potential problems gradually at the same time. With the increasing market share of foreign coffee enterprises in China's coffee market, Chinese local coffee companies are gradually on the edge of the coffee market, slowing down the development process of China's coffee market. The purpose of this study is to analyze the problems of Chinese local coffee enterprise Hugok through SWOT analysis, and thus to suggest ways to strengthen market competitiveness of the coffee industry. Through the analysis of SWOT model, the following problems are found. First, the brand image of domestic coffee in China is inferior to that of foreign coffee brands. Additionally, as a private enterprise, Hugok Company¡¯s fund and early investment is insufficient. Furthermore, their products are lack of diversity. Finally, they also lack of production technology and professional talents. In view of the above problems, the market competitiveness enhancement schemes are as follows. First, Hugok Company should expand its publicity and enhance its brand value. In the meantime, seeking for common development of small and medium-sized overseas enterprises and carrying out financing cooperation would be necessary. Also, absorption of the advantages of foreign coffee products and the development of coffee products with Chinese characteristics is significant. At last, they should actively learn foreign high-new technologies and strengthen the training of professionals.