KitchenAid SWOT Analysis, Competitors & USP

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

KitchenAid SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of KitchenAid, 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 KitchenAid to benchmark its business & performance as compared to the competitors, and make strategic improvements. KitchenAid is one of the leading brands in the consumer electronics sector.

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

SWOT Analysis of KitchenAid

For KitchenAid, 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.

KitchenAid Strengths

The strengths of KitchenAid 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 KitchenAid :

1. Colorful range of kitchen appliances that can be found in homes across Australia, America and United kingdom 
2. Economies of scale of Whirlpool
3. Whirlpool has been in the forefront for consumer electronics
4. Started in 1919, the brand is highly popular in the domestic market.

5. Whirlpool’s brand equity

6. cross generational compatibility of the products

KitchenAid 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 KitchenAid SWOT Analysis:

1.Limited geography in India
2.Intense competition means limited market share

KitchenAid 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 KitchenAid SWOT Analysis:

1. Expansion into emerging markets
2. Newer products and global presence of whirlpool makes expansion easier for KitchenAid
3.Better technology

KitchenAid 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 KitchenAid are as mentioned:

1.Increasing raw material costs
2.Global economic fluctuations
3.Cheaper goods available from China

KitchenAid Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of KitchenAid:

1. Amana
2. Ekco
3. LG

Hence this concludes the KitchenAid SWOT analysis.

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About KitchenAid

KitchenAid Overview
Parent Company

Whirlpool Corporation


Kitchen appliances


Consumer Electronics

Tagline/ Slogan

For the way it is made


Handy kitchen appliances in appealing colors

KitchenAid STP

Home appliances and consumer goods

Target Market

Families and households


brand with the most complete collection of premium appliances and kitchenware

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 KitchenAid. 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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