East Coast Beverage SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 678
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SWOT Analysis of East Coast Beverage with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

East Coast Beverage Corporation

Parent Company

East Coast Beverages

Category

Beverages

Sector

Food and Beverages

Tagline/ Slogan

Taste the difference

USP

Australian owned and made, local appeal

STP

Segment

Anyone who consumes packaged fruit juices, water and fruits

Target Group

All age groups, from kids to adults

Positioning

100% natural juice which is made from local fruits

SWOT Analysis

Strengths

1. A well-recognised and respected brand name in Australia
2. Their manufacturing, packaging and distribution conform to HACCP Food Safety Principles
3. 100% fresh fruit juices with no artificiality
4. Loyalty among customers as it is a third generation Australian business

Weaknesses

1. Unavailability of different SKUs like the 125ml pack
2. Less variety in number of flavours available
3. Weak distribution; unavailable in small shops and local markets

Opportunities

1. Expansion of product line to include milkshakes, iced teas etc.
2. Open juice parlours and shops in different parts of Australia
3. Expansion into online orders and delivery

Threats

1. Emergence of low sugar content drinks like functional water, energy drinks etc.
2. Emergence of specialised and customised juice parlours
3. Competition from companies based abroad that have a cost advantage

Competition

Competitors

1. Top Juice
2. Schweppes
3. Boost Juices

 


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