General Mills SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

SWOT analysis of General Mills analyses the brand/company with its strengths, weaknesses, opportunities & threats. In General Mills 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 General Mills to benchmark its business & performance as compared to the competitors and industry. As of 2020, General Mills is one of the leading brands in the food & beverages sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top General Mills competitors and includes General Mills target market, segmentation, positioning & Unique Selling Proposition (USP).

General Mills SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
General Mills Brand Analysis
Parent Company

General Mills Limited


Food Processing


Food & Beverages

Tagline/ Slogan

Nourishing Lives


The brand recognition of its products

General Mills STP
General Mills Segmentation

Food processing segments

General Mills Target Market

Middle and upper middle class individuals

General Mills Positioning

Making lives healthier, easier & richer

General Mills SWOT Analysis
General Mills Strengths

Below are the Strengths in the SWOT Analysis of General Mills:

1. A strong brand reputation allows chargingmore money for similar products thus increasing profits

2. Exerts considerable resources toward identifying the evolving preference of its consumers

3.An innovative culture that continuously produces new and inventive products

4. Low bargaining power of suppliers

5. Financial Stability over years

6. The company has a strong workforce of over 35000

7. The company has nearly 100 brands in its product portfolio

General Mills Weaknesses

Here are the weaknesses in the General Mills SWOT Analysis:

1.Risk associated with currency rate fluctuations is a concern
2. High dependence on US market for its revenues

3. Concentrated within few customers in the US market

General Mills Opportunities

Following are the Opportunities in General Mills SWOT Analysis:

1. Since creating meals and adapting to the flavor profiles of the local cuisine are notable considerations for entering a foreign market, General Mills has teamed up with Nestle to purvey its cereal to European markets as a direct challenge to Kellogg

2. Rising demand for cereals should be used to General Mills’ advantage
3.Higher penetration with smaller retailer customers in the US

4. Increasing older population (baby-boomers generation), potentially a new market for the company's products

General Mills Threats

The threats in the SWOT Analysis of General Mills are as mentioned:

1.Food prices are affected by fuel & commodity prices, which are increasing production costs
2.Private store brands and consumers’ increasing preference for less-processed, healthy food

3. The growth of Wal-Mart in the grocery food industry is of great concern for all existing business; in future it may even force suppliers of food to reduce their cost structure in an effort to reduce prices this will hamper revenues of General Mills

4. Unaware of lawsuits against them

General Mills Competition

Below are the top 4 General Mills competitors:

1. Kelloggs
2. Kraft Foods
3. Sara Lee

4. Campbell Soup

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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