Lion Nathan SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2442

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

Lion Nathan

Parent Company

Mitsubishi keiretsu (through Kirin Holdings)


Alcoholic Beverages, milk products and packed consumable food.


Food and Beverages

Tagline/ Slogan

Lion enrich our world every day by championing sociability and helping people to live well


Lion recognizes the importance of clearly differentiating and developing brands, to excite and engage consumers and grow returns for the customers.



Food and beverages

Target Group

Various people across all segments


Lion boasts enviable brand portfolio spanning milk, juice, cheese, dairy products, soy beverages, beer, wine and spirits in Australia and New Zealand.

SWOT Analysis


1. Lion employs close to 7,500 people across Australia and New Zealand.

2. Boasts a portfolio of market-leading, household-name brands in beer, spirits, wine, milk, fresh dairy foods, juice, cheese and soy beverages.
3. Significant contributor to the Australian and New Zealand economies through purchase of agricultural goods and retail business.

4. Operations in every Australian state as well as New Zealand, Singapore, Malaysia and Indonesia.

5. The brand has many popular beers and wines which are not only regionally popular but international bands as well


1. Product recalls like Prima Tropicool Twirler Fruit Drink lead to hurting the image

 2. Lion’s Beer, Spirits & Wine division in New Zealand saw total volumes decline. Beer business in Australia also declined, which is a concern

3. Operation limited to a few countries so revenues are below expectations as compared to its competitors.


1. Expansion at global level and entering emerging economies for better markets.

2. Opening retail supermarket chains or entering into JV with firms like Wallmart for market development.

3. Focus on Supply chain management to reduce costs.


1. Controversy over product launches like the Tap King draught beer which affects the business of alcohol venues.  
2. Trust deficit among consumers due to incidents of product contamination.

3. High competition in the Alcohol business.



1. Coca-Cola Amatil

2. Frucor

3. Australian Culinary Foods Pty Ltd


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


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