Description
SWOT ANALYSIS OF STRONGBOW
Strongbow
Parent Company
SABMiller
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
A taste that hits a little dipper; Bowtime hard earned
USP
World’s leading Cider STP
Segment
Beverages segment
Target Group
Middle class and upper middle class social classes
Positioning
A cider with a dry taste SWOT Analysis
1. Largest selling cider in Australia and second largest selling cider n US and a strong market worldwide 2. Growing popularity all over the world 3. High awareness through advertising Strength 4. Strong backing of the parent company
1. Discontinued brand extensions due to low popularity and sales Weakness 2.Brand recall and awareness is lesser than market leaders
1. Asian markets and south American markets are still untapped 2. Low alcohol content drinks with a sweeter taste do appeal women 3.New brand extension to diversify like the one they recently Opportunity launched Strongbow Pear
Threats
1. Cider market is not increasing as compared to lager market
2. It’s hard to make a transition of consumer from their loyal brand 3. Recession and policy paralysis in most of the countries are the biggest hindrance to expand Competition
1. Mercury Artisan Competitors 2.Bulmers
doc_540671790.docx
SWOT ANALYSIS OF STRONGBOW
Strongbow
Parent Company
SABMiller
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
A taste that hits a little dipper; Bowtime hard earned
USP
World’s leading Cider STP
Segment
Beverages segment
Target Group
Middle class and upper middle class social classes
Positioning
A cider with a dry taste SWOT Analysis
1. Largest selling cider in Australia and second largest selling cider n US and a strong market worldwide 2. Growing popularity all over the world 3. High awareness through advertising Strength 4. Strong backing of the parent company
1. Discontinued brand extensions due to low popularity and sales Weakness 2.Brand recall and awareness is lesser than market leaders
1. Asian markets and south American markets are still untapped 2. Low alcohol content drinks with a sweeter taste do appeal women 3.New brand extension to diversify like the one they recently Opportunity launched Strongbow Pear
Threats
1. Cider market is not increasing as compared to lager market
2. It’s hard to make a transition of consumer from their loyal brand 3. Recession and policy paralysis in most of the countries are the biggest hindrance to expand Competition
1. Mercury Artisan Competitors 2.Bulmers
doc_540671790.docx