Ajinomoto SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 5752

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


Parent Company

Ajinomoto Co. Inc.


Food Processing


Food and Beverages

Tagline/ Slogan

Eat Well, Live Well; Essence of taste


Mainstay flavor enhancer AJI-NO-MOTO, which is the most powerful brand in its portfolio



Product segments Food products, Pharmaceuticals, Specialty chemicals, Bioscience products

Target Group

Housewives, chefs, restaurants


Contributing to human health globally while creating unique value to benefit customers

SWOT Analysis


1. High cost advantage
2. Bargaining power of both suppliers & buyers is low
3. Well established brand with a strong reputation, high brand equity
4. Low threat of new entrants due to high entry barriers and involves large capital

5. Loyal customer base

6. Comprehensive production technology

7. High responsiveness to customers

8. Strong financial position and has nearly 25,000 employees


1.Rely heavily on advertising
2. Focus is way too high in seasonings business


1.Acquisitions of smaller brands

2. Emerging markets and expansion abroad

3. Innovations in the existing products


1.Product substitution in seasonings is high
2. Intense competition; also lower cost competitors or imports
3.Unpredictable economy

4. Price wars



1. Campbell

2. Maggi

3. Vedan

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


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