Harp Lager SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1405

SWOT Analysis of Harp Lager with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Harp Lager

Parent Company





Foods and Beverages

Tagline/ Slogan

Harp puts out the fire


Bitter beginning taste that quickly turns to clean and refreshing



Young individuals seeking a beverage

Target Group

Urban individuals especially males, working class people, pub-party goers


Solid and refreshing beer

SWOT Analysis


1. Has won many international awards for its unique taste
2. Northern Irelands number one lager
3. Repositioning in helped to increase sales across various segments

4. Strong brand reputation and presence

5. Good availability and distribution owing to parent company


1. Finding it hard to make a customer transition from other beer brands
2.Limited availability in selective markets globally is a concern


1. Expansion is now easy with new international trade laws
2.Premium lager drinking customers are on rise in tier 2 cities besides the urban counterparts
3. Bitter taste for a low alcohol content beer is most distinctive feature as people like a beer with that taste


1. Presence of other premium beers in the same market
2. Dummy products with the same brand name are on the rise
3. Regulations of government for the drinking age



3. Carlsberg

The table above concludes the Harp Lager SWOT analysis along with its marketing and brand parameters.


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