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Ub Analysis

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Submitted By varunghelani
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United Breweries Limited and United Spirits

PORTERS FIVE FORCES MODEL

Competitors:
The competitors like Seagrams, Fosters, Johnie Walker offer stiff competition to Kingfisher. Inrivalry competitors try to grab each other’s market share by introducing price wars, advertising battles and new product introductions. Currently United breweries are the market leader in beer segment which places it ahead of its competitors. This is because of its investment in theResearch and Development sector in liquor industry which enables it to introduce new brandsrapidly. It has been present in India for many decades which give it an advantage of strong brandloyalty and also a strong brand image.

Threat of new entrants:
There are many other emerging brands which are coming up in India. As the lifestyle in urbanareas is increasing the per capita liquor consumption is also increasing. These trends are invitinga lot of new foreign companies who willing to expand in the growing Indian market. Severalforeign brands have made brand associations and are marketing their brands aggressivelythrough various point-of-sale promotions throughout their distribution networks.
Buyers:
As the liquor consumption in India increases the customers also see their power increasing. Inalcohol industry the brand loyalty is not there. So when more and more brands enter the marketthe customer goes for the cheapest brand in the same volume and alcohol limit bracket.
Substitutes:
In India the primary segments are beer and whiskey. So there is a threat from other substituteslike Vodka, Wine and Rum. If the competitors decide to make these segments more popular thenthere is a threat for the dominant market share of UB group in the liquor segment.
Suppliers:
The UB group is dependent upon barley producer for their beer production. Any change in barley prices affects the price of beer.

SWOT ANALYSISStrengths:
1.Market share of 48 % in beer segment.2.Market share of 59 % in spirits segment.3.Strong brand image in India.4.Global presence of the brand.5.Known for quality and innovation.6.Aggressive advertising.7.Financial backing from UB group.
Weakness:
1.Over leveraged position leading to short term cash flow problems.2.Dominant single brand Kingfisher.3.Expensive brand maintenance.4. Static market growth rate.

5.Long development cycles.
Opportunities:
1.Growing beer market.2.Demand for better quality.3.Increase in disposable income.4.Low per capita beer consumption.5.Any deregulation in the excise policies with reference to taxation and duty on beer whichcould drastically push up the demand for beer.
Threats:
1.Advertising and market restrictions.2.Entry of foreign liquor brands.3.Cloning of successful brands.4.Growth in substitutes.5.Economic downturn.6.Negative perception of alcohol in India.7.High taxes.
STRATEGY
1.The UB group should increase the profitability of their breweries unit in line with theFMCG industry. This can be done by increasing the market share in high price liquor brands in scotch and whisky segments. They should also continue to innovate new liquor brands to strengthen their grip on the market share in normal priced brands.2.They should be aiming to increase their exports. There is a large market potential inAfrican countries. This will make their brand more global in nature. They have alreadymaking inroads into Europe and USA by manufacturing and exporting grain basedwhisky.3.They should make their wine segment more popular in India and abroad. Wine is bothabundantly consumed in Europe and is also costly. So it offers high return on investment plus it also strengthens the global brand image of the company

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