Saputo SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 3149

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


Parent Company

Saputo Inc.


Food Processing


Food and Beverages

Tagline/ Slogan

Standing Together, Looking Ahead; A whole world of cheese


Craftsmanship of employees, combined with their passion and innovation to makes sure it continues to produce award winning products



Products: cheese, fluid milk, yogurt, dairy ingredients and snack-cakes

Target Group

Housewives, chefs, restaurants


Committed to offering consumers & customers quality products

SWOT Analysis


1. Products are sold in more than 50 countries under well-known brand names such as Saputo, Alexis de Portneuf, Armstrong, Baxter, Dairyland, Danscorella, Dragone, etc.
2. It employs close to 5,500 people. Within the Dairy Products sector, it operates 17 plants in the United States, as well as 11 plants and a network of 17 distribution centers in Canada.
3. Operational efficiencies, higher sales volumes, better product mix and lower transportation costs
4. Consolidated manufacturing and distribution activities with nearly 10,000 employees

5. In the Grocery Products sector, Saputo operates five plants in Canada and a direct store delivery network of 53 warehouses and five distribution centers


1.Increased promotional and other costs, as well as higher milk costs resulting from the revised milk pricing formula in California
2.Unfavourable relationship between the average block market per pound of cheese and the cost of milk as raw material
3.High competitiveness of selling price in the export market


1.Capital investments in the growing specialty cheese and value-added milk categories will help increase capacity and strengthen the Company’s market presence
2.Anticipated increase in prices and demand for dairy products in the export market in Argentina
3.Focus on increasing sales volumes in the snack-cake category


1.Fluctuations in foreign exchange between the Canadian and the US dollar
2.Decline in consumer milk consumption
3.Challenges with respect to obtaining milk supply at prices competitive with the selling price of cheese in Europe



1. Nestle

2. Unilever

3. Danone

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


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