China Resource Enterprise SWOT Analysis, USP & Competitors

Posted in Conglomerates, Total Reads: 774
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SWOT Analysis of China Resource Enterprise with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

China Resource Enterprise

Parent Company

China Resource National corporation

Category

Conglomerate

Sector

Investment holding

Tagline/ Slogan

Better Life Together

USP

Strong Backend and resource procurement allowing to afford competitive price

STP

Segment

Retail, beer, food and beverage

Target Group

Domestic consumers of household and perishable products, farmers, restraunts, event management organizations, travelers, consumers of beer and beverages, Health conscious people consuming purified water

Positioning

True market leader in many segments

SWOT Analysis

Strengths

1. Employs more than 200,000 people operating in Mainland China and Hong Kong
2. Operates with more than 4400 retail stores in China
3. Flexible model of operations with both self-operated and franchise models
4. Largest Brewing company in China with production capacity of approximately18,000,000 kiloliters of beer

5. Market leadership better equips the company to effectively participate in the Chinese market

6. Inorganic expansion to further enhance the market position

7. Integrated business model – with integrated supply chain for food and beverages

Weaknesses

1. Lower operating margins comparing to industry competitors
2. Geographic concentration (More than 90% of revenue from Mainland China) is a concern

Opportunities

1. Growth in Chinese retail market
2. Increasing disposable income and cultural shift towards alcoholic beverages in Asia
3.Expansion opportunities in Asia Pacific region

Threats

1. Rising minimum wages
2. Intense competition in Chinese beer market
3. Unpredictable government regulation- especially in China

Competition

Competitors

1. Carrefour S.A.
2. Wal-Mart Stores, Inc.
3. Wumart Stores, Inc.



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