Want Want China SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 3929

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

Want Want China

Parent Company

Want Want China Holdings Limited


Food Processing


Food and Beverages

Tagline/ Slogan

Rice Dragon of the World


Pioneer in registering the first Taiwanese trademark and now owns the most registered trademarks in China



Products: Rice Crackers, Dairy & Beverages, Snack Foods

Target Group

Households, chefs, restaurants


Promise to conscientiously deliver every Want Want product to every county, township and village so that every customer enjoys the

best of Want Want products

SWOT Analysis


1. Extensive nationwide sales and distribution network throughout the People’s Republic of China.
2. “Want Want” brand was ranked top 10 in “2011 Taiwan Top 20

Global Brands”
3. Through consolidation of sales orders, the Group not only ensures

quality of services provided but also greater operating leverage such as control in transportation costs
4. The Group established around 50,000 various specialty display programs nationwide which resulted in increased sales volume on the back of superior retail merchandising

5. Sales personnel divided into dedicated sales teams for rice crackers and snack foods, and dairy beverages

6. It is the largest maker of rice cakes and flavored milk in China


1.Increase in the costs of raw materials such as rice, palm oil, sugar and plastic packing materials coupled with the rising labour cost
2.Limited global presence and band awareness compared to global leaders
3. Intense competition among industry players


1.Enhancement and improvement in distributing quality by setting certain standards for qualification verification, which will progressively improve their quality and thus consolidate the leading position of Want Want products in the market
2.Deploy more resources in key points of sales and fully implement the SFA system, and at the same time customize our marketing activities according to the different characteristics of each point of sales, which will enable the effective display and showcase of a wide range of the Group’s specialty products at the points of sales
3.Closelymonitor cost trends and deliver the best strategies to cope with market challenges


1.Weakening global economic growth and the worsening of the European sovereign debt crisis
2.Foreign exchange risk arises from purchases from overseas and certain recognized assets and liabilities which are denominated in currencies other than the functional currency of the subsidiaries
3.The Group’s activities expose it to a variety of financial risks: market risk (including fair value interest rate risk, cash flow interest rate

risk and price risk), credit risk and liquidity risk



1.Morinaga & Co., Ltd
2.China Mengniu Dairy Company Limited
3.Universal Robina Corporation

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


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