Goodman Fielder SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2077

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

Goodman Fielder

Parent Company

Goodman Fielder




Food and Beverages

Tagline/ Slogan

Your food deserves praise; Do the lunchbox switcheroo


Several well-known brands in the product portfolio



Anyone who consumes bakery , dairy and associated products

Target Group

Families, mothers and young kids


Healthy, high quality and tasty products

SWOT Analysis


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


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


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


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



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


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


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