Haagen Dazs SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: September 26, 2021

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

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

SWOT Analysis of Haagen Dazs

For Haagen Dazs, 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.

Haagen Dazs Strengths

The strengths of Haagen Dazs 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 Haagen Dazs :

1. Haagen Dazs is a US based ice cream brand which globally recognized for its desserts & icecreams

2. Haagen Dazs has a strong brand equity in the segment since its inception in 1960

3. The brand is present in many countries including Canada, UK, India, Hong Kong, Singapore & other European countries

4. Its product portfolio includes ice cream, cakes, yogurt and gelato

5. Haagen Dazs ice creams are available at all major retail chains and are also delivered to customers by ecommerce platforms

6. The brand invests in creative marketing campaigns via TV commercials, print ads, online ads and digital marketing

7. Haagen Dazs has started using natural ingredients which manufacturing its food products

8. Its website enables customers to order online depending on the serviceable area

Haagen Dazs 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 Haagen Dazs SWOT Analysis:

1. Immense competition from existing players and local ice cream manufacturers means limited market share growth

2. Despite a strong product, Haagen Dazs has a limited global awareness compared to some of its competitors

Haagen Dazs 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 Haagen Dazs SWOT Analysis:

1. New flavors and celebrating occasions with different desserts can increase its business by attracting customers

2. Opening franchise shops can increase its market reach in existing countries as well as expand its business in newer geographies

3. Diversifying the brand into other categories can help boost the business for Haagen Dazs

Haagen Dazs 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 Haagen Dazs are as mentioned:

1. Growing competition in premium category as well as in local markets can hurt business of Haagen Dazs

2. Food regulations, international regulations and economic recessions can impact its business

Haagen Dazs Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 5 competitors of Haagen Dazs:

1. Baskin Robbins

2. Dairy Queen

3. Ben & Jerry's

4. McDonald's

5. Dunkin Donuts

Hence this concludes the Haagen Dazs SWOT analysis.

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About Haagen Dazs

Haagen Dazs Overview
Parent Company

Froneri & General Mills


Ice cream and cakes retail


Food & Beverages

Tagline/ Slogan

Thats Dazs


A globally recognized brand offering a wide range of ice creams and cold desserts

Haagen Dazs STP

People who love premium quality ice creams

Target Market

Targeted towards kids, adults and rich families


It uses the finest ingredients to create perfect ice creams

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.

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