H. J. Heinz Company SWOT Analysis, Competitors & USP

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SWOT Analysis of H. J. Heinz Company with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

H. J. Heinz Company

Parent Company

H. J. Heinz Company


Food Products


Food & Beverages

Tagline/ Slogan

57 varieties; No one grows ketchup like Heinz


Leading global foods company with substantial market share and worldwide presence

H. J. Heinz Company STP


People looking for variety of food products like ketchups, infant food, frozen foods, soups, etc.

Target Group

All age groups, middle and upper class


A superior quality global foods brand

Product Portfolio


1.Heinz Tomato Ketchup

H. J. Heinz Company SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of H. J. Heinz Company :

1. A globally recognized brand, high brand equity
2. Presence in over 200 countries
3. An employee strength of over 32,000
4. Strong subsidiary brands like Complan, Glucon-D, Farex, T.G.I. Friday’s, Ore-Ida, Lea &Perrins, Watties, etc.

5.A diverse product portfolio consisting of thousands of products

6.Number one in American Customer Satisfaction Index in 2011

7.Effective CSR in the field of energy usage, water conservation, reduction of greenhouse gases, etc. and successful implementation of ‘Heinz Micronutrient Campaign’

8. Strong R&D

9. Strong financial muscle


1. A few Advertising controversy and the resulting opposition caused problems
2.Strong competition means limited market share growth


1.Increase its reach in untapped markets
2.Acquire other companies and competition
3.Increase market share in developing economies


1.Global economic slowdown and instability
2.Increase in cost of raw materials

H. J. Heinz Company Competition


Below are the 8 main H. J. Heinz Company competitors :

1. Unilever
2. Nestle Ltd
3. Del Monte Foods
4. Campbell Soup
5.ConAgra Foods

6.Kraft Foods

7.Tyson Foods


The brandguide table above concludes the H. J. Heinz Company 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.


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