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Mars SWOT Analysis

Published by MBA Skool Team in Food & Beverages category Last Updated: August 04, 2023Read time:

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

Mars Strengths

  1. Mars is an international brand name and has a global brand presence
  2. Mars chocolates has a very high brand loyalty
  3. The chocolate brand is known for great taste and good packaging
  4. The brand invests significantly in research and development for all its products
  5. Mars enhances its visibility and sponsors several events, global sports teams etc.
  6. The brand has excellent advertising and is a top of the mind brand
  7. The parent company Mars Incorporated has popular brands like Snickers, Mars, Bounty, Orbit, Doublemint, Pedigree, Whiskas, and many more.
  8. The parent company of Mars has more than 100,000 employees worldwide
  9. Excellent distribution network of the parent company enables Mars to be available worldwide via retail stores as well as online portals

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

Mars Weaknesses

  1. The brand is perceived as a slightly expensive chocolate
  2. Intense competition means high brand switching and limited market share growth for Mars

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

Mars Opportunities

  1. Mars company can tap growing economies and have partnerships with retail chains
  2. Having more variety and smaller gift packages can help boost the sales
  3. Acquisition of smaller brands can help strengthen its position

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

Mars Threats

  1. Other competing chocolate brands can impact business
  2. Health conscious people & groups can lead to loss of business for a brand like Mars
  3. Being a global brand, it is vulnerable to recession, currency fluctuations etc.

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

Hence this concludes the Mars SWOT analysis.

About Mars

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

Mars Overview
Parent Company

Mars Incorporated




Food & Beverages

Tagline/ Slogan

Work, rest and play


MARS bar is one of the confectionery industry's greatest success stories

Mars STP

People looking to have high quality premium chocolate

Target Market

All age groups middle and upper class people


Mars bar can be enjoyed at every moment

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.

Browse marketing analysis of more brands and companies similar to Mars . This section covers SWOT Analysis along with Segmentation, Target Market, Positioning & USP of more than 2000 brands from over 20 industry sectors.

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