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M&M's SWOT Analysis

Published by MBA Skool Team in Food & Beverages category Last Updated: November 17, 2023Read time:

Here is a detailed SWOT analysis of M&M's covering strengths, weaknesses, opportunities and threats.

M&M's Strengths

  1. Worldwide high brand recognition, with high trust for the brand as well
  2. M&M’s are an affordable brand of chocolates that almost anyone can buy, making the brand easily accessible to everyone
  3. It comes in varieties of colors which is especially appealing to a lot of people specially children
  4. They have excellent marketing and advertising campaign with remarkable characters for each colored candy
  5. Personalized M&M’s gifts for weddings, birthdays etc. are a hit among the consumers of the brand

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

M&M's Weaknesses

  1. Although M&M’s are the number one chocolate sellers, their marketing cost is comparatively higher to other Mars products
  2. Consumer consciousness about the high calorie and fat content in chocolates can drive down sales
  3. Hard to keep on coming up with original ideas in the candy market

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

M&M's Opportunities

  1. Having a worldwide market means that any new product they undertake will be instantly warmed to
  2. The M&M shops worldwide are not only shops but tourist attractions, increasing sales all the time and ultimately widening their consumer market which will be ready for any new products
  3. They have over 30 licenses to create other products such as t-shirts, mugs, soft toys and figurines
  4. Advancements in technology- building up on their characters, developing more products

Above we covered the opportunities in M&M's SWOT Analysis. The opportunities for any brand can include prospects of future growth.

M&M's Threats

  1. Lots of competition everywhere from other confectionary and chocolate makers
  2. Their main competitors ‘Hershey’s’ are always creating new chocolate bars
  3. Increase costs of making chocolate could make more expensive, thus making it lose the affordable tag and losing customers

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

Hence this concludes the M&M's SWOT analysis.

About M&M's

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

M&M's Overview
Parent Company

Mars, Incorporated




Food & Beverages

Tagline/ Slogan

Melts in your mouth, not in your hand


First hard shell coated chocolates


People of all age groups with a sweet tooth

Target Market

Children above 13 years of age


Munchies or snacks for any time of day

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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