SWOT Analysis of Lipton Quality Mellow Group members in group 1 Jerry Anne Emily Cathy Vanilla Cherry Lipton tea can do that.

SWOT analysis a strategic planning technique that matches the environment (external opportunities and threats) and the firm’s status quo (internal strengths and weaknesses); applicable to both new and existing ventures; helps direct a firm’s future business strategies

Strength Product: high quality nontoxic and healthful only pure, natural ingredients no high fructose corn syrup Selling channels: multichannel Brand: Lipton has built up brand loyalty and brand awareness which can also make Lipton Quality Mellow appeal to the customers.

Weakness New product: Although Lipton has brand loyalty, as Lipton Quality Mellow is a new product, it has no customer loyalty or low brand awareness. Higher price: Compared with its main competitors, such as XiangPiaoPiao and u.loveit(below 4 RMB yuan/ cup), Lipton set a higher price(4.9RMB yuan/ cup).

Opportunities New product (characteristics) Four flavor, exotic style, higher level Find its position in current milk market

Opportunities Potential market: As it is now in the introduction phase, instant milk tea still has a large room to establish its coverage.

Threats Competitor threat: competitors who sell fresh milk tea some less developed places might haven’t known such kind of milk tea Quality threat: the recall event happened before might do some damage to Lipton corporate.

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