Goodman Fielder SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 29, 2020

Goodman Fielder SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Goodman Fielder, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Goodman Fielder to benchmark its business & performance as compared to the competitors, and make strategic improvements. Goodman Fielder is one of the leading brands in the food & beverages sector.

The article below lists the Goodman Fielder SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Goodman Fielder SWOT Analysis:

SWOT Analysis of Goodman Fielder

For Goodman Fielder, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Goodman Fielder Strengths

The strengths of Goodman Fielder looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Goodman Fielder :

1. Stands no. 1 or no.2 in all major product categories
2. Well established and expansive distribution network
3. Diversified product portfolio which marks its presence in all three meals of the day
4. An aggressive and effective marketing campaign

5. The company had 28 major brands, with over 1,000 lines in 23 markets

Goodman Fielder Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Goodman Fielder SWOT Analysis:

1. Lack of presence in emerging markets like Asia etc.
2. Market share is limited due to intense competition

Goodman Fielder Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Goodman Fielder SWOT Analysis:

1. Further expansion into the frozen foods line
2. Expansion into small specialized bakeries serving only Goodman Fielder products
3. Strategic acquisitions to strengthen its position in certain product lines

Goodman Fielder Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Goodman Fielder are as mentioned:

1. Increased health awareness among consumers sand aversion to processed products
2. Emergence of small customized patisseries and bakeries
3. Emergence of healthy options in almost all processed foods categories

Goodman Fielder Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Goodman Fielder:

1. National Foods Ltd.
2. George Weston Foods Ltd.
3. Nestle Australia Ltd.

Hence this concludes the Goodman Fielder SWOT analysis.

Continue reading more about the brand/company.

About Goodman Fielder

Goodman Fielder Overview
Parent Company

Goodman Fielder




Food & Beverages

Tagline/ Slogan

Your food deserves praise; Do the lunchbox switcheroo


Several well-known brands in the product portfolio

Goodman Fielder STP

Anyone who consumes bakery , dairy and associated products

Target Market

Families, mothers and young kids


Healthy, high quality and tasty products


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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