Mars Incorporated SWOT Analysis, Competitors & USP

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

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

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

SWOT Analysis of Mars Incorporated

For Mars Incorporated, 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.

Mars Incorporated Strengths

The strengths of Mars Incorporated 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 Mars Incorporated :

1. A globally recognized brand with a strong product portfolio
2. Strong supply chain network
3. Popular brands like Snickers, Mars, Bounty, Orbit, Doublemint, Pedigree, Whiskas, and many more
4. An employee strength of 70,000

5.Stong customer loyalty

6.Strong financial muscle power

7.Five principles of quality, responsibility, mutuality, efficiency and freedom

8.A strong subsidiary brand like Wrigley Jr. Company

Mars Incorporated 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 Mars Incorporated SWOT Analysis:

1.Stong competition from other players means limited market share growth
2.Opposition and protest from vegetarian people on the use of animal rennet

Mars Incorporated 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 Mars Incorporated SWOT Analysis:

1.Acquisitions to increase market share
2.Increase online presence
3.Invest in Research and development

4.Increase its presence in developing countries and tap those markets

Mars Incorporated 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 Mars Incorporated are as mentioned:

2.Global economic slowdown and inflation in most countries
3.Health consciousness amongst people

Mars Incorporated Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 4 competitors of Mars Incorporated:

2.Nestle Ltd
3.Kraft foods

4.Perfetti Van Melle

Hence this concludes the Mars Incorporated SWOT analysis.

Continue reading more about the brand/company.

About Mars Incorporated

Mars Incorporated Overview
Parent Company

Mars, Incorporated


Food Products & Confectionery


Food & Beverages

Tagline/ Slogan

Chocolate and much more


World’s leading manufacturer of confectionery, drinks, other food products and animal food

Mars Incorporated STP

People looking for good quality chocolates or animal food

Target Market

All age groups of middle and upper middle class families


A high quality, trusted confectionary and animal food brand which is popular world over

Mars Incorporated Product Portfolio



4.Orbit Chewing Gum

The above mentioned brands are the prominent products under the Mars Incorporated product portfolio.

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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