M&M's SWOT Analysis
Here is a detailed SWOT analysis of M&M's covering strengths, weaknesses, opportunities and threats.
M&M's Strengths
- Worldwide high brand recognition, with high trust for the brand as well
- M&M’s are an affordable brand of chocolates that almost anyone can buy, making the brand easily accessible to everyone
- It comes in varieties of colors which is especially appealing to a lot of people specially children
- They have excellent marketing and advertising campaign with remarkable characters for each colored candy
- 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
- Although M&M’s are the number one chocolate sellers, their marketing cost is comparatively higher to other Mars products
- Consumer consciousness about the high calorie and fat content in chocolates can drive down sales
- 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
- Having a worldwide market means that any new product they undertake will be instantly warmed to
- 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
- They have over 30 licenses to create other products such as t-shirts, mugs, soft toys and figurines
- 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.
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M&M's Threats
- Lots of competition everywhere from other confectionary and chocolate makers
- Their main competitors ‘Hershey’s’ are always creating new chocolate bars
- 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.
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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 |
| Category |
Chocolate |
| Sector | |
| Tagline/ Slogan |
Melts in your mouth, not in your hand |
| USP |
First hard shell coated chocolates |
| M&M's STP | |
| Segmentation |
People of all age groups with a sweet tooth |
| Target Market |
Children above 13 years of age |
| Positioning |
Munchies or snacks for any time of day |
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