Description
SWOT ANALYSIS OF CASTLE LAGER
Castle Lager
Parent Company
SABMiller
Category
Beverages
Sector
Foods and Beverages
The taste that has stood the test of time Tagline/ Slogan Somewhat dry, somewhat bitter, never sweet
USP
Its slogan which quantifies its content STP
Segment
Youngster looking for a hang-out beverage
Target Group
Urban middle and upper middle individuals
Positioning
World’s best bottled lager SWOT Analysis
1. Strategically located manufacturing facilities facilitating effective distribution channel 2. Dedicated Corporate Social Responsibility focus 3. It has won many awards on international level 4. South Africa’s oldest brewed beer which gives it the most brand loyalty 5. Sponsorship of lifestyle and sports events has increased brand Strength presence
1. Government regulations and laws make it difficult for expansion 2. Competition from many international brands means limited brand Weakness expansion and market share
Opportunity
1. Increasing consumption of beer among the masses 2. Ease in government regulations can boost the sales and
consumption of beer 3. Young first timers often get attracted to beer. They are the biggest market 4. The standard of living in developing countries has increased. These countries provide a great opportunity for the brand to grow
1. In some markets advertisements are prohibited 2. Rising cost of the raw material 3. Excessive drinking is injurious to health. Hence, liquor always has Threats this stigma attached to them Competition
1. Corona 2. Budweiser Competitors 3. Peroni
doc_283848646.docx
SWOT ANALYSIS OF CASTLE LAGER
Castle Lager
Parent Company
SABMiller
Category
Beverages
Sector
Foods and Beverages
The taste that has stood the test of time Tagline/ Slogan Somewhat dry, somewhat bitter, never sweet
USP
Its slogan which quantifies its content STP
Segment
Youngster looking for a hang-out beverage
Target Group
Urban middle and upper middle individuals
Positioning
World’s best bottled lager SWOT Analysis
1. Strategically located manufacturing facilities facilitating effective distribution channel 2. Dedicated Corporate Social Responsibility focus 3. It has won many awards on international level 4. South Africa’s oldest brewed beer which gives it the most brand loyalty 5. Sponsorship of lifestyle and sports events has increased brand Strength presence
1. Government regulations and laws make it difficult for expansion 2. Competition from many international brands means limited brand Weakness expansion and market share
Opportunity
1. Increasing consumption of beer among the masses 2. Ease in government regulations can boost the sales and
consumption of beer 3. Young first timers often get attracted to beer. They are the biggest market 4. The standard of living in developing countries has increased. These countries provide a great opportunity for the brand to grow
1. In some markets advertisements are prohibited 2. Rising cost of the raw material 3. Excessive drinking is injurious to health. Hence, liquor always has Threats this stigma attached to them Competition
1. Corona 2. Budweiser Competitors 3. Peroni
doc_283848646.docx