Wrigley's SWOT Analysis, Competitors & USP

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

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

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

SWOT Analysis of Wrigley's

For Wrigley's, 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.

Wrigley's Strengths

The strengths of Wrigley's 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 Wrigley's :

1. Pioneer in chewing gum sector
2. Attractive packaging
3. Wrigley products have a good quality perception

4. Good distribution and availability of the product

5. Strong brand name of the parent company adds value

6. Presence across 180 countries make it a popular brand

7. Over 15,000 people are employed in the company

8. Strong parent company means good availability and presence

Wrigley's 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 Wrigley's SWOT Analysis:

1. Intense competition means limited market share growth

2. Switching cost is low which means low brand loyalty

Wrigley's 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 Wrigley's SWOT Analysis:

1. Try more of non-traditional marketing procedures like center fresh

2. Chewing gum with ayurvedic content and formulation, eg: with herbs that improve the health of oral cavity.

3. More advertising and marketing campaigns can boost the business

Wrigley's 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 Wrigley's are as mentioned:

1. Too many smaller and local players coming up with their products
2. Complementary offers don’t really work as much as they did earlier

Wrigley's Competitors

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

1. Hershey’s company

2. Mondelez Foods

3. Perfetti  Melle

Hence this concludes the Wrigley's SWOT analysis.

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About Wrigley's

Wrigley's Overview
Parent Company

Mars Incorporated




Food & Beverages

Tagline/ Slogan

The perfect gum


Global presence and top of the mind name

Wrigley's STP

Confectionery items specially chewing gums

Target Market

Young adults, ages 18 to 24, who want to invest in their dental hygiene and enjoy the simple pleasure of chewing gum


Tasty and hygienic chewing gum

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 Wrigley's. 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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