Yeo Hiap Seng Limited SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 3407
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SWOT Analysis of Yeo Hiap Seng Limited with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Yeo Hiap Seng Limited

Parent Company

Far East Organization

Category

Beverages

Sector

Food and Beverages

Tagline/ Slogan

The winning formula

USP

The rich heritage and history of the company

STP

Segment

Anyone who consumes processed ‘convenience style’ food and beverages

Target Group

Families, especially mothers and young kids

Positioning

Convenient food and beverages at competitive prices

SWOT Analysis

Strengths

1. Known for its product innovations
2. Well diversified food and beverage product portfolio
3. All its health beverages are endorsed by the Health Promotion Board
4. Brand’s long heritage and leadership position in Asian drinks market

5. It also has a tie-up with beverage giant Pepsi in Asia

Weaknesses

1. The food division is yet to mark its presence in emerging markets like India, China etc.
2. Competition to its home grown beverages from the other brands the company distributes means limited market share

Opportunities

1. Create brand awareness in countries other than Singapore
2. Expansion into infant foods and related businesses
3. Expansion into conventional flavours to cater to non-Asian customers

Threats

1. Intense competition from the existing players in the beverage industry in emerging markets
2. Emergence of healthy low calorie beverages as potential substitutes
3. Growing unpopularity of canned foods

Competition

Competitors

1. Bee Cheng Hiang
2. BreadTalk Group Limited
3. Clouet Trading Pte. Ltd.

 


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