Tip Top Bakeries SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2120
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SWOT Analysis of Tip Top Bakeries with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Tip Top Bakeries

Parent Company

Associated British Foods

Category

Food

Sector

Food and Beverages

Tagline/ Slogan

Tip Top’s the one, The only one you need

USP

Tip Top is the most recognisable food brand in Australia

STP

Segment

Anyone who consumes bakery products

Target Group

Families, mothers and children

Positioning

Healthy, yet tasty bakery products

SWOT Analysis

Strengths

1. Loyalty among customers since the brand has been around since a long time
2. Extremely strong distribution network
3. Impressive marketing and advertising campaigns
4. Many of its breads are endorsed by the National Heart Foundation of Australia

5. The company has over 10000 employees

6. They make over a million products every day

Weaknesses

1. Weak presence outside of Australia and New Zealand
2. Lack of healthier variants in its product portfolio like brown bread etc.
3. Lack of competitive pricing in its muffins and scone range
4. Lack of product variety

Opportunities

1. Expansion into service industry by setting up specialised cafés and bakeries
2. To expand its product portfolio into wholemeal and brown bread offerings
3. Geographical expansion

Threats

1. Emergence of speciality bakeries
2. Variation in commodity prices is squeezing profit margins
3. Reduction in consumption due to fad diets like Atkins’ diet etc.

Competition

Competitors

1. Helga’s
2. Wonder
3. Bakery Delight



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