Johnnie walker Essay Example | Topics and Well Written Essays - 2000 words

Johnnie walker - Essay Example It can be firmly admitted that the brand has been serving not only as the symbol of progress but its logo â€Å"Striding?Man† and its slogan â€Å"Keep?Walking†?has also been viewed to be a supporter of progress as well as analogous to great achievement. The creation of brand actually was the idea of John Walker who was born in Scotland at Todriggs Farm in Ayrshire in the year 1805. Since its incorporation, Johnnie Walker has been able to establish itself as the world’s most prominent Scotch whisky brand (Association of Canadian Advertisers, 2011). Correspondingly, this paper intends to conduct the SWOT analysis of Johnnie Walker and further attempts to identify the inherent problems to its strategic behaviour in order to draw derive rational solutions for the identified issues. SWOT (Acronym: Strength, Weakness, Opportunity, and Threat) Analysis Strengths According to Corporate Watch UK (2005), Johnnie Walker is the world’s leading spirit brand. Reportedl y, Johnnie Walker is considered as the most valuable and respected global brand. The legacy and heritage connected with the brand can be reflected as one of its major strengths. Taking virtues of its legacy and strong brand promotion, the brand has been able to continuously build is brand equity globally. At the same time, it has been able to generate substantial revenue across the global market. One of the potential strengths of the brand can thus be attributed to increasing demand for its products such as The Gold Reserve and Blue Label, which are perceived to be the most popular in all its market of operation. Another major strength is accredited to its attention given to all the class of the people. The brand offers products to not only premium customers, but it also focuses on middle-income customers who have the increasing desire for premium spirit. Notably, not only the men but women in the Asian country are also attracted towards experiencing the value offered by Johnnie Wal ker to its discriminating consumers. Furthermore, its revolutionary advertising strategies have proven to be much effective and unique from competitors existing in the same market of its operations adding to its brand differentiation strategies. Evidently, by offering wide range of product categories at various price points along with high product quality, it has been able to attract both younger and older consumers. Nonetheless, its innovative advertising campaign has proven to be milestone for the brand to retain its customers and simultaneously, attain tremendous growth in all the markets of its operations (Mongay & et. al., 2012). Weaknesses One of the potential weaknesses associated with the brand can be attributed with its nature of business. Correspondingly, the brand primarily deals with alcoholic products, which is considered to have serious impacts on the health of its consumers and therefore raises a certain degree of moral weakness for the company. Although, it claims to produce Scotch whisky at reasonable price that can be consumed by middle-income consumers, but it is generally involved in manufacturing premium products that may adversely influence the purchasing decision of the middle-income people also causing sustainability issues for the company. At the same time, increasing cost of production can also be viewed as the potential wea