LiptonSWOT英文分析立顿奶茶SWOT英文分析.docx
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LiptonSWOT英文分析立顿奶茶SWOT英文分析.docx
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LiptonSWOT英文分析立顿奶茶SWOT英文分析
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TableofContents
SerialNumber
Heading
Pagenumber
1
Introduction
3
2
SWOTAnalysis
3
3
CompetitiveAdvantages
5
4
Targetstrategy
5
5
PositioningTargeting
6
6
ProductDevelopmentStrategy
6
7
PromotionalStrategy
7
8
Recommendations
8
9
References
10
10
Appendix1
11
11
Appendix2
12
12
Appendix3
13
Introduction
Liptonisoneofthebestknownandbestsellingbrandsofteaandhasmadeabigsplashinglobalmarketwithitstea-baseddrinksincludingleaftea,infusions,readytodrinkteaandotheralternativestosoftdrinks.Ithasawideproductrangewhichincludes,YellowLabelTea,LiptonIceTeaandLiptonGreenTea(Unilever,2011)
SWOTAnalysis
SWOTanalysisisastrategicplanthatisusedbybusinessesandcompaniestoevaluatethestrengthsandweaknessesthatcanmakeorbreaktheirorganization.Italsohighlightstheopportunitiesthatacompanycanconsiderandthreatsthatcancauseproblemsforacompany.Strengthsandweaknessesareinternalorganizationalfactorswhereasopportunitiesandthreatsareexternalfactorsforanorganization(Kotler,2009)
Strengths
i.LiptonisabrandofUnilever,whichisamultinationalcompanywithhugefundsandprofitsandbusinessspreadallovertheworld.Hence,LiptonthroughUnileverhasaccesstovastmarketsandlargecustomerdatabase.Consumerstoo,trustLiptonasabrandsinceitisaproductofagreatcompanylikeUnilever.
ii.ThebiggeststrengthofLiptonasacompanyisthatithasexistedforyearsinthemarketandhasoperationsworldwideinoverhundredandtencountries.(Unilever,2011)Hence,ithasstrongbrandrecallandbrandawareness.Peopleallovertheworldareawareofthebrandandhavestrongrecallofit.Moreover,thecompanyhasalargenumberofloyalcustomersthathavestayedloyaltothebrandsinceyears.
iii.Liptonusesinternetbasedmarketingtechniquesextensivelytopromoteoffers,discountsandintroductionofnewproductsandservices(BoyerandHult,2005)Italsohascompetentmanagementteamwhichisabletoperformoutstandinglyeveninexistingfiercecompetitionandhighinflationrates.ThroughitsmanagementteamLiptonTeahasretaineditspositionasthemarketleaderwiththesalesofnearlyoverthreebilliontoday.(Unilever,2011)
iv.LiptonasabrandhasstrongethicalvaluesanditssloganforLiptonTea“LiptonTeaCanDoThat”hasbeensuccessfulworldwide(Lipton,2011)
v.AnotherprominentstrengthofLiptonisthatitcomesupwithnewinnovativeproductsquicklytosatisfychangingconsumerdemands.IthascomeupwithdifferentteaflavorslikeasLiptonVanillaandLiptonWhiteTeaPomegranateforitsconsumer’s.Moreover,LiptonrealizedthegrowingneedanddemandofmarketforgreenteaandinstantlycameupwithitsLiptonGreenTeaproducttosatisfyitsconsumers(Lipton,2011)
Weaknesses
i.OneofthebiggestweaknessesofLiptonisitshighprice.Duetothisalotofconsumersareunabletobuytheproduct.
ii.Teaisahabitualneedofmanypeoplearoundtheworld.Hence,thecompetitorsinmarketareimmense.TheseincludeIndianandChineseteaproductioncompaniesthathavegenerallylowerpricesthanLipton.Moreover,sinceLiptonhasoperationsinmorethanhundredcountries,thelocalteaproducinghousesarealsopotentialcompetitors.
iii.Therearealsopotentialsubstitutesinthemarketavailablefortea.Theserangefromcoffeetojuicesandsoftdrinks.
iv.ThepositioningofLiptonasabrandissuchthatithasgivenanimageofapremiumproduct.SuchpositioninghasresultedinlowemotionalattachmentonthepartofconsumersforLipton.
Opportunities
i.OneofthebiggestopportunitiesforLiptonistheincreasingpopulationgrowthgloballyandtheincreasinggrowthofteamarketallovertheworld.Liptoncan,hence,increaseitscustomerdatabase.
ii.Peopleallovertheworldhavebecomehealthconsciousevenwhenitcomestodrinkingtea.Greenteahasbecomeafavoriteforallpeopleregardinglosingweight.Hence,Liptoncanexploitthisparticularconsumerneedandincreaseitsmarketshares.
iii.Liptonhasexploitedmarketsallovertheworldbuttherearemarketsremainingtobeexploited.Itcanexploitthosemarketsandmakeitspresencemoredominantintheworld.
iv.Liptoncaneventakeoversmalllocalteaproductionhousestoreducecompetitioninthecountriesthatitisoperatingin.
Threats
i.ThethreatsthatexistforLiptonareimmense.TheseincludepricewarsthatLiptoncontinuouslyhaswithothercompetitorsbothlocallyandinternationally.Moreover,cheapertechnologyhasgiventheoptiontosmallcompaniesininvestinginproducingtea.Lowbarrierstoentryarealsoincreasingcompetition.
ii.RisinginflationisalsoathreatforLiptonsinceitisdecreasingthedisposableincomeforconsumersandmayresultindecreaseinbuyingofLiptonproducts.
iii.Liptonimportsitsrawmaterialstodifferentcountriesworldwide.TheseincludeimportingmaterialsfromitsplantationsfromKenya,TanzaniaandEastAfrica.Hence,therisingtaxesandimportdutieswillfurtheraddthecostofproducingLipton’sproducts(Lipton,2011)
CompetitiveAdvantage
Lipton’smaincompetitiveadvantageistheiradmirableportfolioofreferences.Sincetheyhavebeeninthisbusinessforyears,theirexperienceanddominancecannotbeeasilyignored.Throughoutthetimethattheyhavebeeninthebusiness,theyhavegatheredalargenumberofloyalcustomersallovertheworld.Hence,thelonglistofloyalcustomerspromotesanimageofLiptontopotentialcustomersastheoneoftrustworthinessandquality.Also,Lipton’snetsalesweregeneratedtoupto3billioncurrentlywhichprovesthatcustomerspreferLiptonTeaadmirably(Unilever,2011)
Liptonhasalsoproventhatitcanworkextremelywellinmulti-sectoredpartnerships.Italsohasagoodgloballogisticsnetworkthathasprovenitsworthwithtime.Moreover,theyhavescientificknowledgeregardingfoodandnutritionwithanexcellentresearchanddevelopmentdepartment(Lipton,2011)
AnothercorecompetencyofLiptonisitsstrategicbusinessplanning.Theysetdirectionsthroughstrategicplanningfortheorganizationoverallwhereeverybodyfromexecutivestoemployeesarecommitted(GrantandWilson,2003).Thisensuresthateverypartoftheorganizationisinharmonyandtheworkdonethencarriesameaning.Thisalsoleadstomakingfundamentalchangesincustomerservicewhennecessary,makingimportantinvestmentdecisionsordoingresearchanddevelopmentwhenrequired(Grant,2010)
Lastbutnottheleast,anothermajorcorecompetencyofLiptonisthewaythatithasbeenabletomanagethediverseconsumerportfolioworldwidekeepinginviewtheculturaldifferencesandculturalpreferencesofconsumers.Moreover,theyhavealsoidentifiedthechangingneedsofconsumersbeforetheircompetitorssincetheycameupwithproductslikeLiptonGreenTeaandLiptonWhiteTea(Lipton,2011)
TargetStrategy
Teadrinkinghasbecomeahabitforpeopleallaroundtheworld.Itisnolongerconsideredafashion,neitheritisdrunkatoccasions,rather,peoplenowdrinkteaatleasttwiceadayormoreconsideringtheirneeds.
Insuchasituation,whereteadrinkingishigh,Liptonhastargetedthemarketasfollows:
1.Peoplewhoareaddictedtoteaordrinkteaatleasttwiceadayduetotheirculturalbackgroundoranyotherreason.LiptonhastargetedsuchpeoplewithitsLiptonYellowLabelTea,RedlabelandBlackLabelTea.
2.Forpeoplewhohavebecomehealthandweightconscious,LiptonhastargetedthemwithLiptonGreenTeaandLiptonWhiteTea.Ithasevencomeupwithdifferentflavorstosatisfychangingconsumerdemandsfortaste.
3.Itsthirdtargetaudiencesaretheyouth.Thesearethoseyoungsterswhowantsubstitutesfromsoftdrinksandjuicesandabeveragethatisreadytodrinkandcanbeconsumedoutofhouseeasily.LiptonhascomeupwithLiptonIceTeathatispackagedindisposablecansandisavailablereadily.
PositioningStrategy
Liptonhaspositioneditselfworldwideasabrandthatishealthyandofhighqualityalongwithahighprice.Ithasdevelopedafeelingofhighclassandgreataromatoitsname.ItspositioningisthesamegloballynomatterwhetheritisoperatingindevelopednationlikeasUnitedKingdomorindevelopingnations.
ProductDevelopmentStrategy
Liptonalwayscomesupwithnewtastesandflavorstosatisfyconsumerschangingdemands.IthascomeupwithdifferentteaflavorslikeasVanillaandevenflavorsinLiptonGreenandWhiteTeabrandsrangingfromRaspberrytoPomegranateinWhiteTeaandOrangetoNaturalGreenforGreenTea.
IthasevenformedcollaborationwiththeleadingsoftdrinkscompanyPepsiCo.foritsicedteaproductrange.ThecollaborationwasdonefortwomainreasonsthataretomoveLiptontonewdistributionchannelsandintonewmarkets
ProductLifeCycle
Aproductlifecyclecangiveabusinessanessentialadvantage(GrantandWilson,2003).Thisisbecauseithelpsthebusinessestoobservewhentolaunchaproductandassessthecurrentpositionofaproductonthelifecyclegraph.Productlifecycleconsistsoffivestagesnamely;introduction,growth,maturity,declineandextension(Stimpson,2002)
Liptonhasreachedthestageofmaturitywhereitssaleshaveremainedconstantanditsconsumersarebuyingitsproductscontinuously.However,thebrandhasappliedmanyextensivestrategiesrecently,withintroductionofnewproductsandflavorsandextendingitsmarkets.
IfwetakeanyoneproductofLiptonandstudyit,wewillcometoknowthatalmostallofLipton’sproductshaveextendedtheirpro
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- 关 键 词:
- LiptonSWOT 英文 分析 奶茶 SWOT