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 article below lists the Fortune Brands SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Fortune Brands SWOT Analysis:

SWOT Analysis of Fortune Brands

For Fortune Brands, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Fortune Brands Strengths

The strengths of Fortune Brands looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. 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

Hence this concludes the Fortune Brands SWOT analysis.

Continue reading more about the brand/company.

About Fortune Brands

Fortune Brands Overview
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 Market

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

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.

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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