Fosters SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2365
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SWOT Analysis of Fosters with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Fosters

Parent Company

SabMiller

Category

Beverages

Sector

Foods and Beverages

Tagline/ Slogan

Australian for Beer

USP

Specially bred and imported  ‘Pride of Ringwood’ hops

STP

Segment

People looking to have beer beverages

Target Group

Young age group and the working class professionals with average disposable income

Positioning

Australian-ness, Draught beer innovator and Super chilled(for which they hold a patent)

SWOT Analysis

Strengths

1. Strategically located breweriesfor better reach
2. Global expertise in packaging and pricing
3. Its global presence and visibility through marketing
4. Authentic Australian taste through imported hops

5. Strong brand presence through advertising and good distribution by parent company

Weaknesses

1. Tough competition means growth in market share is slow

2. Global presence not as much as the market leaders

Opportunities

1. Launching a strong beer which is the fastest growing segment in India
2. Consumer is more willing to buy a premium global brand due to its quality, taste and its legacy
3. Young consumers do prefer drinking premium beers rather than cheaply made local beers where brand names are often misused to manufacture fake beverages

Threats

1. Government regulations in some states against alcohol
2. Rise of another international brewer Carlsberg in both premium and strong beer category with equally competent price
3. High taxes and regulations

Competition

Competitors

1. Kingfisher Premium
2. Carlsberg
3.Budweiser


The table above concludes the Fosters SWOT analysis along with its marketing strategy and brand parameters.

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