Peter Lehmann SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 651
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SWOT Analysis of Peter Lehmann with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Peter Lehmann Wines

Parent Company

Peter Lehmann Wines

Category

Beverages

Sector

Food and Beverages

Tagline/ Slogan

Faithful to Taste, Not convention since 1979

USP

quality Barossa winemaking

STP

Segment

Anyone who consumes alcoholic beverages

Target Group

Alcohol consuming adults who prefer to consume wine

Positioning

Premium wines; status symbol

SWOT Analysis

Strengths

1. High quality packaging and good product quality
2. Large and diverse product portfolio
3. Expansive distribution network
4. High quality of the product due to long term association with the local growers

5. It produces over 200,000 cases per year

6. Brand presence in Australia is strong

Weaknesses

1. High susceptibility to the demand of wine
2. Lack of variance in the product portfolio
3. Impact of weather conditions on the growth of grapes
4. Drawbacks of the traditional distribution network

Opportunities

1. The growing perception that wine is a healthy alcoholic beverage
2. Market their select range of wines which aren’t available for commercial sale
3. The new partnership with the Hess Family Estates presents an opportunity to market the wines in an integrated manner

Threats

1. Rising competition from new low-cost wine manufacturers
2. Oversupply of wine and wine grapes
3. Volatility in the export markets

Competition

Competitors

1. Selena Estate
2. Zilzie Wines
3. McWilliam’s Wines

 


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