Mars SWOT Analysis
Mars is one of the leading brands in the food & beverages sector. Mars SWOT analysis evaluates the brand by its strengths & weaknesses which are the internal factors along with opportunities & threats which are the external factors. Let us start the SWOT Analysis of Mars :
Quick Glance:
Mars Strengths
- Mars is an international brand name and has a global brand presence
- Mars chocolates has a very high brand loyalty
- The chocolate brand is known for great taste and good packaging
- The brand invests significantly in research and development for all its products
- Mars enhances its visibility and sponsors several events, global sports teams etc.
- The brand has excellent advertising and is a top of the mind brand
- The parent company Mars Incorporated has popular brands like Snickers, Mars, Bounty, Orbit, Doublemint, Pedigree, Whiskas, and many more.
- The parent company of Mars has more than 100,000 employees worldwide
- Excellent distribution network of the parent company enables Mars to be available worldwide via retail stores as well as online portals
Above are the strengths in the SWOT Analysis of Mars . The strengths of Mars looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.
Mars Weaknesses
- The brand is perceived as a slightly expensive chocolate
- Intense competition means high brand switching and limited market share growth for Mars
These were the weaknesses in the Mars SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.
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Mars Opportunities
- Mars company can tap growing economies and have partnerships with retail chains
- Having more variety and smaller gift packages can help boost the sales
- Acquisition of smaller brands can help strengthen its position
Above we covered the opportunities in Mars SWOT Analysis. The opportunities for any brand can include prospects of future growth.
Mars Threats
- Other competing chocolate brands can impact business
- Health conscious people & groups can lead to loss of business for a brand like Mars
- Being a global brand, it is vulnerable to recession, currency fluctuations etc.
The threats in the SWOT Analysis of Mars are as mentioned above. The threats for any business can be external factors which can negatively impact its business.
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Hence this concludes the Mars SWOT analysis.
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About Mars
The table below gives the brand overview along with its target market, segmentation, positioning & USP
| Mars Overview | |
|---|---|
| Parent Company |
Mars Incorporated |
| Category |
Chocolate |
| Sector | |
| Tagline/ Slogan |
Work, rest and play |
| USP |
MARS bar is one of the confectionery industry's greatest success stories |
| Mars STP | |
| Segmentation |
People looking to have high quality premium chocolate |
| Target Market |
All age groups middle and upper class people |
| Positioning |
Mars bar can be enjoyed at every moment |
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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