Darrell Lea SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Quinn Family

Foods

Food & Beverages

Creating sweet magic

Invented the miracle of soft-eating liquorice

Anyone who consumes chocolate or other confectionary items

Young kids and families

Fun and tasty chocolate and liquorice for kids

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

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

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

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

Below are the top 3 Darrell Lea competitors:

1. Crest Chocolates
2. Cadbury
3. Mars Chocolate