McCormick and Co SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 3183

SWOT Analysis of McCormick and Co with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

McCormick & Co

Parent Company

McCormick & Company


Food Processing


Food and Beverages

Tagline/ Slogan

McCormick brings passion to flavor


People all around the world trust McCormick to enhance their enjoyment of life by helping them create memorable food experiences—in or outside the home



Product segments: Herb & Spices, Recipe Inspirations, Seasoning Mixes, Extracts & Food Colors, Grill Mates, Gourmet Collection


Target Group

Retail outlets, food manufacturers & food service businesses


Committed to making food taste great & its products help discover a new taste for creative cooking

SWOT Analysis


1. From locations around the world, its consumer brands reach more than 110 countries and it has a strong leading position in its largest markets. McCormick is also a leading supplier of private label items
2. Its extensive research and development resources have enabled to build strategic partnerships and deliver innovative products
3. Leader in global sourcing and has years of experience with local growers that ensure high quality spices, herbs and other crops. These world-class standards extend to internal processing and throughout its global supply chain
4. Has achieved consistent annual EPS growth, generated strong cash flow and delivered dividend increases for consecutive years

5. Nearly 7500 employees form the workforce


1. Fluctuations in the cost and availability of raw and packaging materials
2. Industrial business has a number of competitors
3. Seasonal factors inherent in McCormick’s business


1. Geographic expansion in China and Southeast Asia
2. Extending success in one market to other parts of the world
3. Acquisitions to penetrate new markets and extend our portfolio in countries where we have a significant presence


1. Damage to reputation or brand name, loss of brand relevance, increase in private label use by customers or consumers, or product quality or safety concerns could negatively impact McCormick
2. Raw materials are agricultural products, thus are subject to fluctuations in market price and availability caused by weather, growing and harvesting conditions
3. Subject in varying degrees to certain risks typically

associated with a global business, such as local economic and

market conditions, restrictions on investments, royalties,

dividends and exchange rate fluctuations



1. Associated British Foods plc.

2. Adams Extract & Spice LLC

3. ACH Food Companies, Inc.

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


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