Guinness SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 8165

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


Parent Company





Foods and Beverages

Tagline/ Slogan

Out of the darkness comes light;

Guinness refreshes your spirit; Believe; The most natural thing in the world; It's got to be Guinness; Now enjoy Guinness anywhere; Good things come to those who wait.


Its distinctive burnt flavor taste derived from roasted barley



Individuals who love to drink beer across all age groups

Target Group

Pub goers and people who prefer beer, working individuals both male and female from upper middle class


Healthy  beer as it contains antioxidant compounds

SWOT Analysis


1. Most reputed and consumed beer in Ireland and UK
2. Iconic status achieved due to advertising
3. Number of variants with various strengths that appeal to various categories

4. Its frequent use as ingredient in recipes

5. Good distribution and availability owing to parent company


1. Low sales and decreased market share even in native country is a concern
2.Advertising restrictions on liquor products in some parts of the world has affected sales


1. Increased consumption of beer among the masses
2. Youngsters prefer beer over any other liquor all over the world
3. Its legacy and strong following even in the market where it has a very little presence will help it in expansion plans


1. Rising cost of raw material due to inflation
2. Excise duties and government regulations which hinder the expansion plans



1. Corona
2. Heineken International
3. Carlsberg

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


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