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

2. 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

4. 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.

5. 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).

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

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

8. 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.

9. Thank you!