Strength

According to Joy (2013), F&N is a famous brand in Malaysia and Singapore after gaining
success on the product named 100Plus. When people recalled about F&N, they will recall 100Plus. A
strong brand can provide a lot of benefits to the company. There is the positive relationship between
consumers perceive a brand as unique with the favorability and number of association (Gershoff,
2008). In other word, if F&N intend to go in new market or come out a new product, the strong brand
will help the F&N more easy enter to the destination. It is also helping customers to decrease the
perceived risk for the new products. For example, we recommend F&N to come out a new product that
is not beverage but is a blender machine. Although F&N have no experience on this sector, but because
of it strong brand, customers will more willing to accept the new product of F&N.
In addition, F&N is the market leadership in Malaysia and Singapore (n.d., 2013). The
important for a company to become a market leader is to enjoy the economies of scale and have more
ability to charge premium price. Other than that, as a market leader, F&N no need to follow other's
footstep. They can just grab the opportunities when there is available. For example, there are increasing
concern about health and fitness(Khor, 2005), F&N realized this opportunities could come out the
blender machine which is ingredient of beverage can be fully control by consumers. As a market leader,
F&N could move quickly once they aware of opportunities in market and no need to wait until the
competitor came out with this type of products.
Moreover, the cooporation between ThaiBev and F&N also one of the F&N's strength (F&N
Annual Report, 2015). The cooporation of ThaiBev and F&N has provide a blueprint for F&N to build
market position, and able to hardness combined the strength of both sides. In addition, it's also helping
F&N to improve the distribution and bottling systems. Other than that, F&N work together with
ThaiBev could widen and stronger the leader position in the ASEAN region. Before the cooperation
with ThaiBev, F&N are only the market leader in Singapore and Malaysia. However, the objective of
F&N is to go globalization which is become the market leader in ASEAN region. Hence, by partnership
with ThaiBev, F&N are more easily to enter Thailand's market and also other country.

Weakness
One of the F&N's weakness is limited business portfolio. As we know, F&N is a company
primarily focusing on food and beverage sector. Although F&N company still involved in other sectors
such as Publishing and Printing(P&P), but it is not as success as F&N's beverage sector. According to
the F&N's Managing Director, Khalid said that 40 percent of F&N's revenues is dominated by soft
drinks segment (2013). It is almost half of the revenues is came from soft drinks. However, even the
most profitable product which is F&N's soft drinks selling was dropped in recently(F&N Annual
Report, 2015). The P&P business also facing loss in the year 2015. Hence, this phenomenon showing
that there is needed for F&N to develop new products or markets to solve this situation.
Furthermore, low switching costs to buyer also one of the weakness for F&N. F&N's products is
similar to other competitor's offer price, which is only in difference between the price range of RM1.
When the switching cost is low, the buyers can easily switch to other competitors especially during
promotion campaign by competitors. Low switching cost lead to customers flow between the brands
that can provide more benefits to them at immediately. For example, one of the F&N's product is Soy
Drink which is selling at RM1.50,when another competitors also selling soy drink at more cheaper
price, the customers will direct switch to that competitor at the moment.
Lastly, imitable products is another F&N's weakness. There are many series of beverage under
F&N company, which is F&N Seasons, F&N Fruit Tree, F&N Fun Flavors, 100Plus, Oishi, Coco Life
and F&N Ice Mountain. Based on the beverage at above, many of it is easily imitable, such as Soya and
100Plus. For example, another competitor's product named Revive is almost same taste like 100Plus. If
customers perceived there is no difference between Revive and 100Plus, the customers will not loyal to
one brands. Hence, it make more difficult for F&N to retain the customer's loyalty.