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Bulmers Ireland

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Bulmers Ireland “Time Dedicated to You”

For this assignment we were asked to write an internal and external investigation for Bulmers Ireland. I would like to start by giving a brief history of the company itself.
It started with an orchard in the town of Clonmel in Co. Tipperary. Commercial cider production began in 1935 under the control of local man William Magner. In 1960 they launched a “Champagne Perry” in direct competition with Showerings Ltd. product known as “Babysham”. Showerings took them to court over this and Bulmers lost, forcing them to sell up. It is currently a division of the C&C group, which is the largest drinks company in Ireland at the moment. Currently the company still operates in the Clonmel area in a plant a few miles outside the town called Annerville and employs around 470 people. Over the years the brand has grown from strength to strength and is now being sold in 30 countries across the world. With its flagship product still being the apple cider, it has tried to branch into other niche markets with in the alcoholic sector. Releasing Bulmers Light in 2007 and Bulmers pear/berry in 2010. (Web1)

S.W.O.T. Analysis

A swot analysis is a method used in business to determine the strengths your company possess, the weaknesses your company are subject to as well as the opportunities you could exploit and the threats you face.

Strengths
Strengths are an internal factor designed to show exactly where your power lies as a company from the inside. Usually described as what you do as a company better than your rivals.
The strengths I found for Bulmers Ireland: * Easily the most recognised brand name in its market * In the same industry so long they have the product and manufacturing technology pretty close to perfect. * Has a reputation for “instant sales” when introduced in the right manner in a foreign

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