SWOT分析案例分析和总结.docx

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1、A SWOT analysis of DIAGEOA SWOT ANALYSIS OF DIAGEOCOMPANY OVERVIEWDiageo is one of the worlds leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan and Bushmill

2、s whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness.With trading business in approximately 180 markets, Diageo employs over 20,000 talented people around the world. With offices in 80 countries, Diageo also has manufacturing facilities acros

3、s the globe including Great Britain, Ireland, United States, Canada, Spain, Italy, Africa, Latin America, Australia, India and the Caribbean. Diageo is at the forefront of industry efforts to promote responsible drinking.The company is listed on both the London Stock Exchange (DGE) and the New York

4、Stock Exchange (DEO).The company recorded revenues of 13,232 million during the financial year ended June 2011(FY2011), compared to 12,958 million in FY2010. The operating profit of the company was 2,595 million during FY2011, compared to the operating profit off 2,574 million in FY2010. The net pro

5、fit was 2,017 million in FY2011, compared to the net profit off 1,762 million in FY2010.SWOT ANALYSISDiageo is still a relatively young company - it has only existed in current form since 1997- but brands and business have a rich heritage. ThePage 1CSRArthur(2012-5-16)A SWOT analysis of DIAGEOmarket

6、ing, sales and distribution of brands are organized across five geographic regions: Diageo North America; Diageo Europe; Diageo Latin America& Caribbean; Diageo Africa; and Diageo Asia-Pacific.StrengthsWeaknesses Having many outstanding brands Focusing on innovation Opening the Chinese market Short

7、history Lack of major red wine brandOpportunitiesThreats Emphasizing corporate social responsibility (CSR) The background of the global active trade The negative impact of alcohol abuse The ban of driving after drinkingStrengthsHaving many outstanding brandsLooking at the DIAGEO family diagram, we f

8、ound that this young company successfully managed many of the world first class wine brands, such as, Johnnie Walker, the world first Scotch whiskey, the world first Guinness stout, the world first liqueur Baileys, the world first vodka Smirnoff.These top brands have a good reputation, and influence

9、 the philosophy of people around the world, such as, the spirit of John Walker, Keep Walking11. These world-class brands can rapidly increase the international reputation of DIAGEO and can enhance DIAGEO influence in the industry.Page 2CSRArthur(2012-5-16)A SWOT analysis of DIAGEOFocusing on innovat

10、ionDIAGEO knows that to keep the competitiveness, the company must be committed to innovation. The company has established a solid platform for innovation, with world-class talent and resources. These innovations are based on in-depth market research and consumer drinking habits. Diageo also opens T

11、RC(Technical Research Centre) in many regions. These TRCs are focusing on wine development, packaging and technology process as well as running first-class research and development program.Innovation is an important strategy of DIAGEO. It has been a strong guarantee of the companys continued growth.

12、Opening Chinese marketChina is a promising market, with a large consumer base and a deep wine culture. DIAGEO positively opens the Chinese market. In 2002, DIAGEO Great China headquarters was established in Shanghai, China. Then, DIAGEO successfully purchased 49 percent stake of Sichuan Chengdu Quan

13、xing Group Co., Ltd. DIAGEO has a considerable reputation in China.WeaknessesShort historyDiageo is a really young company - It was only established in 1997. The short history means a small reputation. In spite of the fact that DIAGEO has many well-known brands of wine, many people only know the bra

14、nd of wine and dont know that they are belong to DIAGEO.Business of DIAGEO develops fast, but its advertisement still needs to be strengthened. In addition to the good reputation in U.K., the reputation in other parts is still smaller. The performance of the wine industry is closelyPage 3CSRArthur(2

15、012-5-16)A SWOT analysis of DIAGEOrelated to their reputation. Obviously, DIAGEO needs to improve the reputation in many regions in the world.Lack of major red wine brandWith the improvement of quality of life, more and more consumers tend to choose a health way of drinking. As the potential threat

16、of the high volume alcohol on the body, many people started to give up the habit of drinking high volume alcohol. The same conclusion also can be reached from DIAGEO 2011 annual report, because the sales of high volume alcohol is on a decreasing trend.Compared to the reduction of the high volumealco

17、hol sales, nutrient-rich red wine is increasingly favored by consumers. A survey shows that wine sales in 2011 increased by 11 percent in 2010and 2011 wine sales in China grew 28 percent compared to 2010. It is regrettable that DIAGEO has no world-class wine brand. To be honest, DIAGEO competitivene

18、ss in the red wine market is very weak, this will lead to DIAGEO losing the good opportunity of development.OpportunitiesEmphasizing corporate social responsibility (CSR)Corporate social responsibility must go beyond the traditional concept of profit as the only goal, emphasizing the human values of

19、 concern in the production process, emphasizing the contribution to the consumers, the environment and the society.Admirably, DIAGEO paid great attention to CSR since its inception. Consumers can easily find CSR column from their home page. This reflects that DIAGEO has the concept and determination

20、 of CSR. In fact, the CSR of DIAGEO gets some very good feedback. This is an effective way to increasePage 4CSRArthur(2012-5-16)A SWOT analysis of DIAGEOreputation in the market. Due to the attitude of CSR, DIAGEO has been accepted by the most of community.The background of the global active tradeAf

21、ter the 2008 economic crisis, the global economy is in a period of rising. International trade is very active. DIAGEO gets international development opportunities. We can see from the relevant data of DIAGEO that its exports revenue showed a rising trend in recent years.ThreatsThe negative impact of

22、 alcohol abuseAll wine companies have to face the problem of alcohol abuse. No matter how to emphasize responsible drinking, a lot of people will be drunk every day. Alcohol abuse will bring a lot of negative impact to the body, the family and society. Many consumers are encouraged to give up drinki

23、ng by family members and doctors. It will reduce the sales of DIAGEO.The ban of driving after drinkingWith the car being used more and more, drunk driving has become an issue that cant be ignored. Some news often report s that some injury or death was due to drunk driving. In fact, this phenomenon i

24、s very common, and it has attracted wide attention. In order to avoid a drunken driving accident, governments enact laws to prohibit drunk driving. For example, in China, drunk driving will bear heavy fines and imprisonment. This will obviously lead to the decrease in DIAGEOS sales.RECOMMENDATIONSIn

25、sist on the investment in innovation, especially pay more attention to the strategy of talent.Page 5CSRArthur(2012-5-16)A SWOT analysis of DIAGEO Increase the publicity of CSR, and vigorously promote responsible drinking. Establish a good social image. Actively explore the red wine market. Seek cooperation with famous red wine suppliers to strive for greater red wine market share. Step up publicity efforts to enable consumers to not only remember the brand of the wine, but also think of DIAGEO.Arthur (Huang Xu)16thMay 2012Page 6CSRArthur(2012-5-16)