SWOT Analysis of Red Stripe Lager with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Red Stripe Lager
Foods and Beverages
It’s BEER. Hooray Beer!
Its unconventional bottle shape
Beer drinking people across all age groups
Urban males and females from the upper middle class
Representative of Jamaican style and flavor
1. Its distinctive logo and unconventional bottle shape 2. Publicity in the media through Ian Flemings James Bond novels 3. Light-bodied, malty, sweet, and easy to drink
4. Recent work with new bands puts this initiative in direct competition
5. Good availability and distribution by parent company network
1.Stiff competition means brand loyalty and market share is less 2. Cannabis shipping in shipment containers made it to suspend US operations its largest market after Jamaica, the trade became normal only in recent years
1.Huge market except Jamaica, US and UK 2.Red Stripe is a significant sponsor of reggae, ska, and other music events which increases its awareness 3. Its sweeter taste appeals to women category
1.Bad supply chain and distribution network for this brand 2. Already established beer brands from which it is hard to transit the customers 3. Beer’s perceived bitter taste image goes against the brand
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