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Haigh's Chocolates SWOT Analysis

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

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

Haigh's Chocolates Strengths

  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.

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

Haigh's Chocolates Weaknesses

  1. Inability to expand business despite of many attempts leading to low market share
  2. Couldn’t obtain certification from Fair Trade Foundation.

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

Haigh's Chocolates Opportunities

  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.

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

Haigh's Chocolates Threats

  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.

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

Hence this concludes the Haigh's Chocolates SWOT analysis.

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About Haigh's Chocolates

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

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 Market

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.


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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