Twinings SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 29, 2020

Twinings SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Twinings, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Twinings to benchmark its business & performance as compared to the competitors, and make strategic improvements. Twinings is one of the leading brands in the food & beverages sector.

The article below lists the Twinings SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Twinings SWOT Analysis:

SWOT Analysis of Twinings

For Twinings, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Twinings Strengths

The strengths of Twinings looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Twinings :

1. Oldest use company logo, give it’s a rich heritage brand status 
2.Founding member of Ethical Tea Partnership 
3. Rich image heritage 
4. Offers wide variety of tea products
5. Immense contribution towards social responsibility has enhanced its brand image

Twinings Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Twinings SWOT Analysis:

1. Despite strong brand, awareness is not as much some other prominent brands
2. Intense competition means limited market share

Twinings Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Twinings SWOT Analysis:

1. To live up to its ethical business structure
2.Strategic tie-ups to promote the sale of Tea
3.To increase market share

Twinings Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Twinings are as mentioned:

1.Declining rate of Tea consumers
2.Changing preferences can reduce share
3.Price wars can be a concern

Twinings Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Twinings:

1.Nestle S.A.
2.Sudzucker AG

Hence this concludes the Twinings SWOT analysis.

Continue reading more about the brand/company.

About Twinings

Twinings Overview
Parent Company

Associated British Foods


Tea manufacturer


Food & Beverages

Tagline/ Slogan

Gets you back to you


Over 300 years of expertise in tea

Twinings STP

People , organization and retails chains indulged in consumption and selling of Tea and its products

Target Market

Thousands of tea drinkers worldwide


A versatile and a heritage brand

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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