General Mills SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 13397

SWOT Analysis of General Mills with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

General Mills

Parent Company

General Mills Limited


Food Processing


Food and Beverages

Tagline/ Slogan

Nourishing Lives


The brand recognition of its products



Food processing segments

Target Group

Middle and upper middle class individuals


Making lives healthier, easier & richer

SWOT Analysis


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


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


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


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



1. Kelloggs
2. Kraft Foods
3. Sara Lee

4. Campbell Soup

The table above concludes the General Mills SWOT analysis along with its marketing and brand parameters.


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