Description
SWOT ANALYSIS OF CAPTAIN MORGAN
Captain Morgan
Parent Company
Diageo
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Drink Responsibly - Captain's Orders; To Life, Love and loot
By volume, one of the largest brand of spirits in the United States USP and among top ten worldwide STP
Segment
Individuals who drink rum as a preferred liquor product
Target Group
Working class upper middle class people
Positioning
Premium aged rum SWOT Analysis
1. Established as a popular global brand outside of Ireland 2. Growing market share as Morgan Spiced in Ireland prior to rebrand 3. Its packaging is modern and eminent and has its own identity Strength 4. Strong backing of parent company
1. Low brand recognition due to rebranding 2. Potential loss of brand equity with existing customers due to name Weakness change
1. Promote newly named brand to raise profile 2. Co-branding possibilities 3. More global penetration by increasing marketing and branding Opportunity strategies
1. Prominent rivals within the alcohol industry 2. Popularity of beer in Ireland 3. Any significant increase in raw materials prices will negatively affect their margins. 4. multiple disruptions in major markets ranging from excise duty Threats increases and elections to beer policy changes Competition
1. Bacardi rum 2. Tanduay rum Competitors 3. Havana club
doc_730164666.docx
SWOT ANALYSIS OF CAPTAIN MORGAN
Captain Morgan
Parent Company
Diageo
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Drink Responsibly - Captain's Orders; To Life, Love and loot
By volume, one of the largest brand of spirits in the United States USP and among top ten worldwide STP
Segment
Individuals who drink rum as a preferred liquor product
Target Group
Working class upper middle class people
Positioning
Premium aged rum SWOT Analysis
1. Established as a popular global brand outside of Ireland 2. Growing market share as Morgan Spiced in Ireland prior to rebrand 3. Its packaging is modern and eminent and has its own identity Strength 4. Strong backing of parent company
1. Low brand recognition due to rebranding 2. Potential loss of brand equity with existing customers due to name Weakness change
1. Promote newly named brand to raise profile 2. Co-branding possibilities 3. More global penetration by increasing marketing and branding Opportunity strategies
1. Prominent rivals within the alcohol industry 2. Popularity of beer in Ireland 3. Any significant increase in raw materials prices will negatively affect their margins. 4. multiple disruptions in major markets ranging from excise duty Threats increases and elections to beer policy changes Competition
1. Bacardi rum 2. Tanduay rum Competitors 3. Havana club
doc_730164666.docx