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General Mills SWOT Analysis

Published by MBA Skool Team in Food & Beverages category Last Updated: August 28, 2023Read time:

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

General Mills Strengths

  1. A strong brand reputation allows chargingmore money for similar products thus increasing profits
  2. Exerts considerable resources toward identifying the evolving preference of its consumers
  3. An innovative culture that continuously produces new and inventive products
  4. Low bargaining power of suppliers
  5. Financial Stability over years
  6. The company has a strong workforce of over 35000
  7. The company has nearly 100 brands in its product portfolio

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

General Mills Weaknesses

  1. Risk associated with currency rate fluctuations is a concern
  2. High dependence on US market for its revenues
  3. Concentrated within few customers in the US market

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

General Mills Opportunities

  1. Since creating meals and adapting to the flavor profiles of the local cuisine are notable considerations for entering a foreign market, General Mills has teamed up with Nestle to purvey its cereal to European markets as a direct challenge to Kellogg
  2. Rising demand for cereals should be used to General Mills’ advantage
  3. Higher penetration with smaller retailer customers in the US
  4. Increasing older population (baby-boomers generation), potentially a new market for the company's products

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

General Mills Threats

  1. Food prices are affected by fuel & commodity prices, which are increasing production costs
  2. Private store brands and consumers’ increasing preference for less-processed, healthy food
  3. The growth of Wal-Mart in the grocery food industry is of great concern for all existing business; in future it may even force suppliers of food to reduce their cost structure in an effort to reduce prices this will hamper revenues of General Mills
  4. Unaware of lawsuits against them

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

Hence this concludes the General Mills SWOT analysis.

About General Mills

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

General Mills Overview
Parent Company

General Mills Limited


Food Processing


Food & Beverages

Tagline/ Slogan

Nourishing Lives


The brand recognition of its products

General Mills STP

Food processing segments

Target Market

Middle and upper middle class individuals


Making lives healthier, easier & richer

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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