Darrell Lea SWOT Analysis

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

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

Darrell Lea is one of the leading brands in the food & beverages sector. The article below lists the Darrell Lea SWOT, competitors and includes its target market, segmentation, positioning & USP.

SWOT Analysis of Darrell Lea

For Darrell Lea, 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.

Darrell Lea Strengths

The strengths of Darrell Lea 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.

A list of strengths is mostly the starting point in starting SWOT analysis. Below are the Strengths in the SWOT Analysis of Darrell Lea :

1. Iconic brands like Darrell Lea Original Soft Eating Liquorice and iconic Milk Chocolate Rocklea Road
2. Catering through online orders to outside demand in US, Canada etc
3. Brand loyalties among consumers in Australia due to a strong emotional connect with the brand
4. A large product portfolio with over 500 brands

5. The brand is also actively involved with community services

Darrell Lea 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 Darrell Lea SWOT Analysis:

1. Closure of all company owned retail stores
2. Operation only within Australia means limited market share

Darrell Lea 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 Darrell Lea SWOT Analysis:

1. The new ownership and restructuring undertaken is expected to add to the value and growth of the company
2. To introduce low calorie variants for health conscious consumers
3. To expand into beverages

Darrell Lea 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 Darrell Lea are as mentioned:

1. Raising consumer awareness regarding ill-effects of chocolates
2. Emergence of several multi-national competitors
3. Constant innovation makes products obsolete at a fast pace

Darrell Lea Competitors

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

1. Crest Chocolates
2. Cadbury
3. Mars Chocolate

Hence this concludes the Darrell Lea SWOT analysis.

Continue reading more about the brand/company.

About Darrell Lea

Darrell Lea Overview
Parent Company

Quinn Family




Food & Beverages

Tagline/ Slogan

Creating sweet magic


Invented the miracle of soft-eating liquorice

Darrell Lea STP

Anyone who consumes chocolate or other confectionary items

Target Market

Young kids and families


Fun and tasty chocolate and liquorice for kids


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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