SWOT Analysis of Jameson with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Food and Beverages
The spirit of Ireland
Jameson blends column still spirit with Single pot still whiskey, a combination of malted barley with non-malted or "green" barley distilled in a pot still.
Beverage for younsters
Urban young and Working individualsfrom the upper middle class
Not a drop is sold till it's seven years old
1.With annual sales of over 30+ million bottles, Jameson is by far the best selling Irish whiskey in the world. 2. Global presence- it has been sold internationally since the early 19th century 3. Jameson products — in particular its 18-Year and its Rarest Reserve — have rated very highly at international spirit ratings competitions.
4.Rich Experience- The company has been in existence since 1780. 5. The drink has a unique taste & the Brand recall is amongst the best.
1.Fewer innovations in the past years is a concern 2.The brand is yet to establish itself in the emerging economies
1.Less restrictions or trade barriers gives the company to expand further. 2.The increased standard of living in developing countries provides a great opportunity for the brand to grow. Eg. China & India
1.Rising cost of raw materials & Inflation. 2. Additional costs involved with overseas distribution or production 3. There is an increased threat from fake/dummy brands in the market which have the potential to hurt the image of the brand.
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