Description
SWOT ANALYSIS OF MARTELL
Martell
Parent Company
Pernod Ricard
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Martell. Only a few can tell.
Much of Martell Cognac is produced from wine from the Borderies region, in contrast to other companies, which mainly sell fine USP Champagne Cognac. STP
Segment
Young successful individuals seeking beverages
Target Group
Successful upper middle class & upper class individuals.
Positioning
One of the finest V.S. Cognacs on the market. SWOT Analysis
1. Global presence. Brands in over 70 countries. 2. Martell is a famous name in French Cognac, and has been producing Cognac since 1715, well before other highly respected houses. 3. Price leadership- it is an inexpensive cognac with a high quality taste. 4. Sponsorships- Succeeding Seagram, Martell were sponsors of the Grand National at Aintree, one of the most famous horse races in the world Strength 5. Good brand reputatio nowing to its good quality
1. Despite excellent quality, brabd recall is limited Weakness 2. Strong competition means market share growth is low
1.The global distribution network & the rich experience of operating since years should help the brand to expand in more countries. 2.Fewer trade barriers give an opportunity to the brand to improve its Opportunity brand presence furthermore.
1.Competitors are increasing their market share in the U.S market. 2. There is a constant threat of dummy/fake brands in the market Threats which are exploiting the brand name to increase their sales. Competition
1.Hennessy Competitors 2.Remy Martin
doc_227026597.docx
SWOT ANALYSIS OF MARTELL
Martell
Parent Company
Pernod Ricard
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Martell. Only a few can tell.
Much of Martell Cognac is produced from wine from the Borderies region, in contrast to other companies, which mainly sell fine USP Champagne Cognac. STP
Segment
Young successful individuals seeking beverages
Target Group
Successful upper middle class & upper class individuals.
Positioning
One of the finest V.S. Cognacs on the market. SWOT Analysis
1. Global presence. Brands in over 70 countries. 2. Martell is a famous name in French Cognac, and has been producing Cognac since 1715, well before other highly respected houses. 3. Price leadership- it is an inexpensive cognac with a high quality taste. 4. Sponsorships- Succeeding Seagram, Martell were sponsors of the Grand National at Aintree, one of the most famous horse races in the world Strength 5. Good brand reputatio nowing to its good quality
1. Despite excellent quality, brabd recall is limited Weakness 2. Strong competition means market share growth is low
1.The global distribution network & the rich experience of operating since years should help the brand to expand in more countries. 2.Fewer trade barriers give an opportunity to the brand to improve its Opportunity brand presence furthermore.
1.Competitors are increasing their market share in the U.S market. 2. There is a constant threat of dummy/fake brands in the market Threats which are exploiting the brand name to increase their sales. Competition
1.Hennessy Competitors 2.Remy Martin
doc_227026597.docx