| Strengths 1. Consistent advertising and top of the mind brand recall 2. Great heritage 3. Strong brand attributes and equity 4. Established customers base and part of their evoked set 5. Developed global distribution channels | Weaknesses 1. Inefficient use of the power of social media 2. Harder to adopt because not as much versatile as other spirits 3. Weak relationship with the customers 4. Difficulty in placement in local distributions | Opportunities 1. Growing number of digital natives and of social media users 2. Growing popularity for Tennessee whiskies that might expand to other whiskey brands 3. Increasing amount of users prefer off-trade purchase or in house drinking. 4. The more positive and sophisticated image of whiskey. | SO strategies: Attacking strategies 1. Use Chivas strong brand equity to attract the new whiskies consumers 2. Pursue the consistent advertising to target digital natives and social media users 3. Developed distribution channels to promote off-trade and in house consumption situations (brand breadth) | WO strategies: Building strengths for attacking strategies 1. Deeply change Chivas use of social media platforms to convince digital natives 2. Facilitate the adoption of Chivas regal products to take on the improve image of whisky 3. Improve the brand relationship with customers to also beneficiate from the growing popularity of whisky and in-house drinking | Threats 1. Competitors are increasing their market share in the UK market. 2. Low switching costs for customers 3. Government increase the minimum price on whiskey 4. Increasing awareness of the binge drinking and of younger crowds drinking problems | ST strategies: defensive strategies 1. Using strong advertising and brand equity to avoid losing market shares 2. Use the power of the
