Folgers SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 29, 2020

SWOT analysis of Folgers analyses the brand by its strengths, weaknesses, opportunities & threats. In Folgers 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 Folgers to benchmark its business & performance as compared to the competitors. Folgers is one of the leading brands in the food & beverages sector.

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

Folgers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Folgers Brand Analysis
Parent Company

The J.M. Smucker Company


Coffee - Food and Beverage


Food & Beverages

Tagline/ Slogan

The Best Part of Wakin' Up is Folgers in Your Cup


Iconic coffee manufacturer since 1850

Folgers STP

Ground coffee, Instant coffee, Ready-to-drink packed coffee

Target Group

Housewives, office-going middle-aged population


The coffee which is an integral part of your morning

SWOT Analysis of Folgers
Folgers Strengths

Below are the Strengths in the SWOT Analysis of Folgers:

1. Decades of experience in roasting and manufacturing coffee since 1850

2. High recall value brand in coffee segment 
3. Successful ad campaigns reinforcing brand position
4. Market leadership in terms of market share

5. Robust distribution and retailer network

6. Strong advertising and marketing through TVCs, print ads

7. Excellent distribution and availability of the brand

Folgers Weaknesses

Here are the weaknesses in the Folgers SWOT Analysis:

1. Limited global presence of the brand

2. Intense competition means limited brand loyalty

Folgers Opportunities

Following are the Opportunities in Folgers SWOT Analysis:

1. Introduction of ready coffee mixes suitable for traveling
2. Export opportunities in overseas market
3. Expansion into other related verticals like ice creams and energy drinks

Folgers Threats

The threats in the SWOT Analysis of Folgers are as mentioned:

1. On-the-go coffee shops
2. Shift of trend from self-brewing coffee to readymade coffee

3. Price of unroasted coffee beans can fluctuate widely in agri-trading markets

Folgers Competition
Folgers Competitors

Below are the top 5 competitors of Folgers:

1. Maxwell House
2. Starbucks

3. Eight O’Clock Coffee

4. Dunkin’ Donuts


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 Folgers. 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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