M&M's SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 13435

SWOT analysis of M&M's analyses the brand/company with its strengths, weaknesses, opportunities & threats. In M&M's 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 M&M's to benchmark its business & performance as compared to the competitors and industry. M&M's is one of the leading brands in the food & beverages sector. The table below also lists the top M&M's competitors and elaborates M&M's market segmentation, target group, positioning & Unique Selling Proposition (USP).

M&M's SWOT, Competitors, Marketing STP & Brand analysis Table
M&M's Brand Analysis
Parent Company

Mars, Incorporated




Food & Beverages

Tagline/ Slogan

Melts in your mouth, not in your hand


First hard shell coated chocolates


People of all age groups with a sweet tooth

Target Group

Children above 13 years of age


Munchies or snacks for any time of day

M&M's SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of M&M's. Strengths are:

1. Worldwide high brand recognition, with high trust for the brand as well

2. M&M’s are an affordable brand of chocolates that almost anyone can buy, making the brand easily accessible to everyone

3. It comes in varieties of colors which is especially appealing to a lot of people specially children

5. They have excellent marketing and advertising campaign with remarkable characters for each colored candy

6. Personalized M&M’s gifts for weddings, birthdays etc. are a hit among the consumers of the brand


Here are the weaknesses in the M&M's SWOT Analysis:

1. Although M&M’s are the number one chocolate sellers, their marketing cost is comparatively higher to other Mars products
2. Consumer consciousness about the high calorie and fat content in chocolates can drive down sales
3. Hard to keep on coming up with original ideas in the candy market


Following are the Opportunities in M&M's SWOT Analysis:

1. Having a worldwide market means that any new product they undertake will be instantly warmed to
2. The M&M shops worldwide are not only shops but tourist attractions, increasing sales all the time and ultimately widening their consumer market which will be ready for any new products

3. They have over 30 licenses to create other products such as t-shirts, mugs, soft toys and figurines

4. Advancements in technology- building up on their characters, developing more products


The threats in the SWOT Analysis of M&M's are as mentioned:

1. Lots of competition everywhere from other confectionary and chocolate makers

2. Their main competitors ‘Hershey’s’ are always creating new chocolate bars

3. Increase costs of making chocolate could make more expensive, thus making it lose the affordable tag and losing customers

M&M's Competition

Below are the top 3 M&M's competitors:

1. Smarties by Nestle
2. Cadbury’s Gems
3. Hershey’s

The brandguide table above concludes the M&M's SWOT analysis along with its marketing and brand parameters.

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 M&M's. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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