Arnott's Biscuits Limited SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 3062

SWOT Analysis of Arnott's Biscuits Limited with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Arnott's Biscuits Limited

Parent Company

Campbell Soup Company (Campbell's)


Food Products


Food and Beverages

Tagline/ Slogan

There is no substitute for quality


Health and wellbeing of consumer is primary.



Health and quality conscious consumers

Target Group

Middle and upper class, with prime focus on children under 12


Committed to the health of Australians

SWOT Analysis


1. Over decades of experience in the biscuit industry
2. Variety of biscuits to choose from
3. One of the largest in the food and beverages sector in Asia
4. State-of-the-art manufacturing makes its operations good

5. Long arm on parent company – Campbell’s

6. Notable brands such as Tim Tams, Vita-Weat, Salada and Cruskits

7. Shipped to over 40 countries and has a good market share


1. Uses locally purchased Australian Ingredients
2. Very small market share outside Australia

3. A number of expensive products available in the market


1. Expand foot print in all countries currently present
2. Can increase fortified products
3. Can easily expand to the cereal and breakfast segment

4. Cookies is another category to enter


1. Strong competition from Kraft in all the markets where Arnotts is present
2. Entry of international companies such as Kraft Vs local manufacturer

3. May be replaced by less expensive products



1. Kraft Foods Ltd
2. Goodman Fielder Ltd
3. Griffins Foods Ltd



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