Haigh's Chocolates SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 7864

SWOT analysis of Haigh's Chocolates analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Haigh's Chocolates SWOT Analysis, 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 Haigh's Chocolates to benchmark its business & performance as compared to the competitors and industry. Haigh's Chocolates is one of the leading brands in the food & beverages sector. The table below also lists the top Haigh's Chocolates competitors and elaborates Haigh's Chocolates market segmentation, target group, positioning & Unique Selling Proposition (USP).

Haigh's Chocolates SWOT, Competitors, Marketing STP & Brand analysis Table

Haigh's Chocolates

Parent Company

Haigh's Chocolates


Chocolates and Confectionary


Food & Beverages

Tagline/ Slogan

Handmade at Haigh’s


Premium chocolate from the raw cocoa bean.

Haigh's Chocolates STP


Target Group

Young people and couples who buy chocolate for consumption and gifting.


A trusted Australian family owned company since 1915.

Making (hand-made) fine chocolates from the cocoa bean.

Haigh's Chocolates SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Haigh's Chocolates. Strengths are:

1. Strong brand legacy- Operating successfully since 1912.

2. Strong brand equity and high quality productsS
3. Presence in South Australia, Victoria and New South Wales.

4. Wide variety of chocolates in attractive packages. (Milk chocolates, Dark Chocolates, Liquor chocolates, etc.)

5. Success of chocolate "Easter Bilby" as an alternative to the Easter Bunny.

6. Popular tours to the factory for the public, to see the making of chocolate.


Here are the weaknesses in the Haigh's Chocolates SWOT Analysis:

1. Inability to expand business despite of many attempts leading to low market share

2. Couldn’t obtain certification from Fair Trade Foundation.


Following are the Opportunities in Haigh's Chocolates SWOT Analysis:

1. Developments in the direction of gift vouchers which are proving to be popular as corporate gifts and company reward programs.

2. Online selling and delivering (E-commerce platform)

3. Market development in rest of Australia and gradually at the global level.


The threats in the SWOT Analysis of Haigh's Chocolates are as mentioned:

1. Responding to increasing Health consciousness amongst people.
2. Maintaining good quality in perishable category is a challenge. (Whitening of chocolates and inadequate storage conditions hampers brand image.)

3. Strong Competition from other chocolate companies.

Haigh's Chocolates Competition

Below are the top 3 Haigh's Chocolates competitors:

1. Cadbury

2. Nestle

3. Mayfield Chocolates


The brandguide table above concludes the Haigh's Chocolates SWOT analysis along with its marketing and brand parameters.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Haigh's Chocolates. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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