Fortune Brands SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Fortune Brands analyses the brand by its strengths, weaknesses, opportunities & threats. In Fortune Brands SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Fortune Brands to benchmark its business & performance as compared to the competitors. Fortune Brands is one of the leading brands in the conglomerates sector.

The table below lists the Fortune Brands SWOT (Strengths, Weaknesses, Opportunities, Threats), top Fortune Brands competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Fortune Brands SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Fortune Brands Brand Analysis
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

Fortune Brands STP

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 of Fortune Brands
Fortune Brands Strengths

Below are the Strengths in the SWOT Analysis of Fortune Brands:

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

Fortune Brands Weaknesses

Here are the weaknesses in the Fortune Brands SWOT Analysis:

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

Fortune Brands Opportunities

Following are the Opportunities in Fortune Brands SWOT Analysis:

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

Fortune Brands Threats

The threats in the SWOT Analysis of Fortune Brands are as mentioned:

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

Fortune Brands Competition
Fortune Brands Competitors

Below are the top 5 competitors of Fortune Brands:

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

4. Newell Rubbermaid Inc.

5. Snap-on Incorporated

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Fortune Brands. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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