Description
SWOT ANALYSIS OF ESTRELLA
Estrella
Parent Company
Grupo Modelo
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Feel the energy
USP
It is an American Adjunct Lager. STP
Segment
Calorie-conscious individuals seeking beverages
Target Group
Young urban upper middle class individuals
Positioning
It pairs well with barbecue, Latin American food and pan Asian food. SWOT Analysis
1. Estrella is known as a good addition to any party. Because of its light and friendly taste, it enhances the atmosphere of any social gathering. 2. Low calorie beer. 3. It is a well known beer in Mexico. Strength 4. High quality product with good packaging
1. Low advertising & promotional activities compared to leaders Weakness 2. Limited global presence.
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 years. Threats 4. Stricter drinking laws. Competition
1.Corona Light 2.Bohemia Competitors 3.Dos Equis
doc_531866502.docx
SWOT ANALYSIS OF ESTRELLA
Estrella
Parent Company
Grupo Modelo
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Feel the energy
USP
It is an American Adjunct Lager. STP
Segment
Calorie-conscious individuals seeking beverages
Target Group
Young urban upper middle class individuals
Positioning
It pairs well with barbecue, Latin American food and pan Asian food. SWOT Analysis
1. Estrella is known as a good addition to any party. Because of its light and friendly taste, it enhances the atmosphere of any social gathering. 2. Low calorie beer. 3. It is a well known beer in Mexico. Strength 4. High quality product with good packaging
1. Low advertising & promotional activities compared to leaders Weakness 2. Limited global presence.
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 years. Threats 4. Stricter drinking laws. Competition
1.Corona Light 2.Bohemia Competitors 3.Dos Equis
doc_531866502.docx