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Folgers SWOT Analysis

Published by MBA Skool Team in Food & Beverages category Last Updated: March 09, 2024Read time:

Here is a detailed SWOT analysis of Folgers covering strengths, weaknesses, opportunities and threats.

Folgers Strengths

  1. Decades of experience in roasting and manufacturing coffee since 1850
  2. High recall value brand in coffee segment 
  3. Successful ad campaigns reinforcing brand position
  4. Market leadership in terms of market share
  5. Robust distribution and retailer network
  6. Strong advertising and marketing through TVCs, print ads
  7. Excellent distribution and availability of the brand

Above are the strengths in the SWOT Analysis of Folgers. The strengths of Folgers looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Folgers Weaknesses

  1. Limited global presence of the brand
  2. Intense competition means limited brand loyalty

These were the weaknesses in the Folgers SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Folgers Opportunities

  1. Introduction of ready coffee mixes suitable for traveling
  2. Export opportunities in overseas market
  3. Expansion into other related verticals like ice creams and energy drinks

Above we covered the opportunities in Folgers SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Folgers Threats

  1. On-the-go coffee shops
  2. Shift of trend from self-brewing coffee to readymade coffee
  3. Price of unroasted coffee beans can fluctuate widely in agri-trading markets

The threats in the SWOT Analysis of Folgers are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Folgers SWOT analysis.

About Folgers

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Folgers Overview
Parent Company

The J.M. Smucker Company


Coffee - Food and Beverage


Food & Beverages

Tagline/ Slogan

The Best Part of Wakin' Up is Folgers in Your Cup


Iconic coffee manufacturer since 1850

Folgers STP

Ground coffee, Instant coffee, Ready-to-drink packed coffee

Target Market

Housewives, office-going middle-aged population


The coffee which is an integral part of your morning

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. 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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