Description
SWOT ANALYSIS OF ZAGORKA
Zagorka
Parent Company
Heineken International
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Bulgarian beer on a world-class level.
USP
Clear distinctly coloured brown to violet body with small ivory head. STP
Segment
Urban women preferring a nice hangout beverage
Target Group
Urban women from the upper middle class
It comes with pure ingredients and excellent quality at an affordable Positioning price. SWOT Analysis
1. The characteristic aroma and unique flavor of each brew cater to every taste and social occasion. 2. It comes in 6 distinctive varieties catering to different segments. 3. Most preferred beer in Bulgaria. Strength 4. The strong distribution network of the parent company.
1.Poor presence globally. It has been unable to replicate its success in the global market. 2.Strong competition means b rand switching is high and hence Weakness lesser loyalty
1. There is an increased awareness regarding the benefits of lowalcohol beverages. Opportunity 2. Fair trade laws have made is easier for brands to expand internationally.
3.The parent company has a global presence & is also well reputed.
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. Legal issues in the past have dented the brand image. Competition
1.Bud Light 2.Miller Lite Competitors 3.Coors Light
doc_179891787.docx
SWOT ANALYSIS OF ZAGORKA
Zagorka
Parent Company
Heineken International
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Bulgarian beer on a world-class level.
USP
Clear distinctly coloured brown to violet body with small ivory head. STP
Segment
Urban women preferring a nice hangout beverage
Target Group
Urban women from the upper middle class
It comes with pure ingredients and excellent quality at an affordable Positioning price. SWOT Analysis
1. The characteristic aroma and unique flavor of each brew cater to every taste and social occasion. 2. It comes in 6 distinctive varieties catering to different segments. 3. Most preferred beer in Bulgaria. Strength 4. The strong distribution network of the parent company.
1.Poor presence globally. It has been unable to replicate its success in the global market. 2.Strong competition means b rand switching is high and hence Weakness lesser loyalty
1. There is an increased awareness regarding the benefits of lowalcohol beverages. Opportunity 2. Fair trade laws have made is easier for brands to expand internationally.
3.The parent company has a global presence & is also well reputed.
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. Legal issues in the past have dented the brand image. Competition
1.Bud Light 2.Miller Lite Competitors 3.Coors Light
doc_179891787.docx