Carib Brewery Limited - Financial Forecasting

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2.6 10 Cane Rum SWOT Analysis

Table 2: The table below illustrates 10 Cane Rum SWOT Analysis.

STRENGHTS (S)

WEAKNESSES (W)

- Appeals to broader target market

- Good availability and distribution of the product

- The products come in Innovative and classy packages.

- Tough competition from other local brands in the same segment.

- The higher Price of the product may deter the amount of sales.

- Recent lack of sales has become a slight reason for concern.

OPPORTUNITIES (O)

THREATS (T)

- The brand is very active on social networking and has the capability to increase its customer base.

- The business can go into further expansion.

- The business can increase in marketing share.

- There are a lot of strong competitions within this industry.

- The health trends may be affected.

Source: www.10cane.com, http://www.guardian.co.tt

2.7 Industry Analysis

Porters 5 Competitive forces

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High Medium[pic 6][pic 7]

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[pic 10]

Figure 1 High

Source: www.quickmba.com, www.caribbrewery.com, www.10cane.com

FIGURE 1: The diagram above shows the House of Angostura’s framework for industry analysis and business strategy development that is used in order to determine the competitive intensity and attractiveness of the market. From the figure above it can be indicated that

2.8 The House of Angostura SWOT Analysis

Table 3: The table below illustrates The House of Angostura Limited, SWOT Analysis for the short term of 1 year.

Strengths (S)

Weaknesses (W)

(1) Products are of the highest quality

(2) The products come in Innovative and classy packages.

(3) Consistency of products and services is high

(1) Tendency to produce a variety of alcoholic products.

(2)The health trends may be affected.

Opportunities (O)

Threats (T)

(1) Continuous promotional and marketing efforts to ensure brand is kept in the general public’s thoughts.

(1) new products entered into the market

(2) increase in substitute products into the market

(3) competition from other businesses in the industry

Source: www.caribbrewery.com, obtained through the use of an interview, www.Newsday.co.tt

Table 4: The table below illustrates The House of Angostura Limited, SWOT Analysis for the Long Term time period of 3 years.

Strengths (S)

Weaknesses (W)

(1) Products are of the highest quality

(2) Products contain a unique taste that no other company has.

(1) Tendency to produce same types of products.

Opportunities (O)

Threats (T)

(1) The business can go into further expansion.

(2) The business can increase in competiveness and market share.

(3) implementing new products

(1) High levels of pesticides in the products

(2) environmental destruction

(3) availability of new products

(4) strong competition

(5) increase in substitute products

Source: www.caribbrewery.com, obtained through the use of an interview, www.Newsday.co.tt

3.0 New product or service idea for the company.

A New Product Idea for Angostura

The name of the new product idea for the House of Angostura, that is set to be entered into the market in the third forecasted year of 2016, is known as Euphoria which means a state of intense happiness and self-confidence which exactly encompasses what the product is about. This is designed for both heavy and light drinkers and is a substitute for beer with a great refreshing tangy taste. This drink will be based upon Angostura’s existing Lemon Lime Bitters but with an entirely different flavour and a different percentage of alcohol ranging from 1%-3%. The product will be packaged in a slim, sophisticated bottle and is currently the subject of a pricey-looking smooth advertising campaign that specifically targets connoisseurs of a leading brand of Carib beers. This product seeks to satisfy the needs and wants of those drinkers who prefer very low percentage of alcohol and who seek to satisfy their palate with a refreshing new taste. The target market of this product will be those belonging to persons belonging to the older target market with persons ranging from the ages of 18 and above.

3.1 Marketing objectives

Short term (Upcoming year)

The House of Angostura would like to increase its percentage of sales by 4% in 2014 from