Captain Morgan SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 3743

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

Captain Morgan

Parent Company





Food and Beverages

Tagline/ Slogan

Drink Responsibly - Captain's Orders; To Life, Love and loot


By volume, one of the largest brand of spirits in the United States and among top ten worldwide



Individuals who drink rum as a preferred liquor product

Target Group

Working class upper middle class people


Premium aged rum

SWOT Analysis


1. Established as a popular global brand outside of Ireland

2. Growing market share as Morgan Spiced in Ireland prior to rebrand
3. Its packaging is modern and eminent and has its own identity

4. Strong backing of parent company


1. Low brand recognition due to rebranding

2. Potential loss of brand equity with existing customers due to name change


1. Promote newly named brand to raise profile

2. Co-branding possibilities

3. More global penetration by increasing marketing and branding strategies


1. Prominent rivals within the alcohol industry

2. Popularity of beer in Ireland

3. Any significant increase in raw materials prices will negatively affect their margins.

4. multiple disruptions in major markets ranging from excise duty increases and elections to beer policy changes



1. Bacardi rum
2. Tanduay rum
3. Havana club

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


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