Diageo SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 5666
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SWOT Analysis of Diageo with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Diageo

Parent Company

Diageo

Category

Beverages

Sector

Food and Beverages

Tagline/ Slogan

Good things come to those who wait

USP

It sells its products in over 180 countries and has offices in around 80 countries

Product Portfolio

Brands

1. Smirnoff                             2. Windsor Premier

3. Gordon's Gin                      4. Tanqueray

5. Baileys                               6. José Cuervo

7. Johnnie Walker                 8. VAT 69

9. Captain Morgan                10. Guinness

11. Harp lager                      12. Red Stripe lager

13. Sterling Vineyards         14. Moët & Chandon

15. Crown Royal                   16. Buchanan's

STP

Segment

Across all social segments

Target Group

Middle and upper middle class individuals

Positioning

World’s largest producer of spirits and a major producer of beers and wine

SWOT Analysis

Strengths

1. Strong brands under its umbrella
2. Presence in almost 180 countries makes it very strong in sales and distribution network
3. Diageo is the world's biggest whisky producer with nearly 30 malt distilleries and two grain distilleries

4. Strong brand portfolio of sub brands make it a popular brand

5. Global associations and tie-ups have enhanced brand position

6. Over 25,000 people form a part of the group

Weaknesses

1. Stiff competition from global players hence it has a limited market share
2. Has not tapped the emerging markets successfully yet

Opportunities

1.Acquiring successful local players to make a presence in newer territories
2. Launching successful brands in new markets

Threats

1. A strong competition from the world’s other brands
2. Laws and regulations on advertising and establishing the business
3. Slumping economy all over the world has been the greatest concern as disposable income of consumers in lowering

Competition

Competitors

1.SABmiller

2. UB Group

3. Carlsberg

4. Heineken International



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