Fortune Brands SWOT Analysis, USP & Competitors

Posted in Conglomerates, Total Reads: 2337

SWOT Analysis of Fortune Brands with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Fortune Brands

Parent Company

Fortune Brands Home and Security, Inc.




Home and Security Products

Tagline/ Slogan

Leading consumer Brands. Consistently strong results


Building Value and Brand after Brand



Kitchen and bath cabinetry, plumbing and accessories, advanced material windows and door systems, and security and storage

Target Group

Domestic kitchen appliances consumers, Builders, Interior designers, modular kitchen designers, Automotive industries, trailers, coaches, bicycle industries, safe manufacturers. Banks and household


Growth, innovation and industry leadership

SWOT Analysis


1. Operates in US, Canada, Europe, Asia, Australia and Central America
2. Strong market position built on strong brand portfolio
3. Focus on innovation is a strength

4. It had a lean and adaptable supply chain

5. Strong and flexible capital structure


1. Overdependence on the US market and spilt into smaller businesses– most of total revenue are from USA
2.Fluctuating EBT over the last five years
3.Poor presence in Asia and Australia – developing countries


1. Growth potential in the security products market
2. Improving housing construction market in the US
3. Expansion projects in China and India


1. Stringent regulations – especially in health and safety related issues

2.Split of conglomerate would decrease revenues and brand strength
3. Heavy competition from local players offering cheaper products



2. Cost Plus, Inc.
3. JELD-WEN, inc.

4. Newell Rubbermaid Inc.

5. Snap-on Incorporated

The table above concludes the Fortune Brands SWOT analysis along with its marketing and brand parameters.


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