Description
SWOT ANALYSIS OF AMSTEL BEER
Amstel Beer
Parent Company
Heineken International
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Live tastefully
Amstel is the market leader or one of the top-ranked brands in a USP number of countries STP
Segment
Calorie concious individuals having beverages
Target Group
Urban upper middle class
Synonymous with pure ingredients and excellent quality for an Positioning affordable price. SWOT Analysis
1. The characteristic aroma and unique flavor of each brew cater to every taste and social occasion. 2. Sponsorships- It is a sponsor of the prestigious African Cup of Nations, the classic Amstel Gold cycling race in the Netherlands and various Caribbean music and food festivities 3. It comes in 10 distinctive varieties catering to different segments. 4. Global presence Strength 5. Popular backing of parent company ensures good distribution
1. Amstel hasn't been able to set itself apart in the increasingly crowded light-beer category 2. The advertisements have not found favor with the masses and Weakness hence has limited recall
1. There is an increased awareness regarding the benefits of lowcalorie beverages. 2. Fair trade laws have made is easier for brands to expand internationally. Opportunity 3. The distribution network of the parent brand is very strong.
1. Tough competition from existing players & new players alike. 2. Rising prices of raw material such as wheat, barley etc. 3. The beer industry is going through a slowdown since the past few Threats years. Competition
1.Bud Light 2.Miller Lite Competitors 3.Coors Light
doc_437434091.docx
SWOT ANALYSIS OF AMSTEL BEER
Amstel Beer
Parent Company
Heineken International
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Live tastefully
Amstel is the market leader or one of the top-ranked brands in a USP number of countries STP
Segment
Calorie concious individuals having beverages
Target Group
Urban upper middle class
Synonymous with pure ingredients and excellent quality for an Positioning affordable price. SWOT Analysis
1. The characteristic aroma and unique flavor of each brew cater to every taste and social occasion. 2. Sponsorships- It is a sponsor of the prestigious African Cup of Nations, the classic Amstel Gold cycling race in the Netherlands and various Caribbean music and food festivities 3. It comes in 10 distinctive varieties catering to different segments. 4. Global presence Strength 5. Popular backing of parent company ensures good distribution
1. Amstel hasn't been able to set itself apart in the increasingly crowded light-beer category 2. The advertisements have not found favor with the masses and Weakness hence has limited recall
1. There is an increased awareness regarding the benefits of lowcalorie beverages. 2. Fair trade laws have made is easier for brands to expand internationally. Opportunity 3. The distribution network of the parent brand is very strong.
1. Tough competition from existing players & new players alike. 2. Rising prices of raw material such as wheat, barley etc. 3. The beer industry is going through a slowdown since the past few Threats years. Competition
1.Bud Light 2.Miller Lite Competitors 3.Coors Light
doc_437434091.docx