英语论文网

In conclusion, Diageo has already have its brand and trade mark in the industry which make competition among competitor more challenging and difficult for new entries to enter the alcoholic industry.

SWOT analysis

SWOT analysis is use to evaluate the Strength, Weaknesses, Opportunities and Threats

Strength and weakness is from the internal factor which can be found inside of the company.

The Strong branding and high reputation of Diageo is due to the long time historical background of the company is seen to be a strength for Diageo. Diageo owns 28% among all the other international spirit competitors, and ranked 18 among 100 companies in the FTSE. The satisfaction and loyalty of customers proved to be a strength to Dieageo since Diageo has been established.

Diageo has variety of product which is priced from low to high which fulfills the demand of different level of consumers. The strategic alliance with long tern contract minimises the raw materials price fluctuation. Production facilities which is own by Diageo is a strength because they can manufacture their own product and control the quality of it.

There are weaknesses that are found in Diageo. Diageo is very dependant on its distributional channels. For example, the supermarket. Diageo have not been focusing on Asian countries where the net sales are only 2% compared to other countries [case study p.20]. The operation of many other product brewed from different contries may differ from it's quality. Liquidity problem may be a major problem when there is too much of loan which Diageo have to pay high interest. The debtor have been increasing year by year and may lead to bad debts. Having too much inventory in hand will result to low liquidity and obsolete products.

The opportunities found in Diageo is duringt he economic downturn, Diageo can always takeover it's competitor at a lower price if they have got surplus cash in hand. Since people are stating to think for their health, Diagoe should produce more wine since it is good for health. High consumption of alcohol in China can be an opportunity for Diageo to expand its business there. The technology for research and development can be used to increase production since Diageo has got it's own production facilities.

Threat that is found in Diageo is the government policy. High excise duty and tax can affect the sales of Diageo's product. Consumer's behaviour changes from time to time, this makes it hard for Diageo to target the market. The anti-alcohol societies attitude toward本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。