SWOTAnalysisofMars

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MarsIncorporatedisanAmericanmultinationalcompanyprimarilyengagedinproductionandmarketingofconfectionery,Petcare,drinksandotherfoodsproducts.Marshasawiderangeofpopularproductsinallcategoriesandisfocusedonproducingnutritiousproducts.Marshasapresenceinover78countriesgloballyandisaprivatelyownedcompany.

TableofContents

Sustainabilityinitiatives:Marshassetitselfvarioussustainabilitygoalsforthefuture,oneofwhichisaneliminationofGreenhousegasesfromMars’operationsby2040.Ithasalsosetgoalsforefficientwaterusageandreducingitswastecreation.Suchinitiativeshelpthecompanytosetsustainablelong-termgoalsaswellasreduceitsoperationcosts.

Strongproductportfolio:TheCompanyhasvariouspopularproductsinthePetcareaswellasinthechocolatecategoryforexample;inthePetcareindustryPedigree,RoyalCanin,Whiskasetc.andinthechocolateindustryMars,Galaxy,andSnickersetc.Marshasastrongportfolioofproductsinthedrinkscategoryaswell.Withstrongproductportfolioindifferentsegments,Marshasawiderangeofcustomerstotargetandalsoincreaseitsmarketpenetration.

FocusonofferingNutritiousproducts:Marshasfocuseditsapproachtomakingthenutritiouspetaswellchocolateproducts.Marshasfocusedonreducingthecalorificcontentinitsproducts.Thereisalatentdemandfornutritiousproductsaspeoplearegettingmorehealthawarethroughouttheworld.

Productrecallshamperimage:Marshashaditsshareofcontroversiesregardingitsproducts.TherehavebeenseveralrecentinstanceswhereMarshashadtorecallproducts,forexample;InJune2016,MarshadtorecallsomeofitschocolateproductsinNorthAmerica.Suchinstancesespeciallyintheconsumerproductcategoryaffecttheimageandbusinessofthecompany.

Oppositionforusinganimalrennet:MarshashaditsshareofprotestsforusinganimalrennetinitsproductswhichcreateabadimageofthecompanyespeciallythevegetarianswhoopposedusinganimalrennetinMars’products.

Growthinconfectionery:Theconfectionerymarkethasshownpositivegrowthgloballyintherecentyearsandisexpectedtogrowatafastrateinthefuture.Marsissettobebenefittedbythegrowthintheconfectioneryindustry.

GrowingPetcareindustry:ThePetcareindustryaroundtheglobehasshownaslowbutsteadygrowth.Mars,beingoneofthelargestPetcarefoodmanufacturersintheworld,iswellpositionedtograbtheopportunitycreated.

ImprovingLifestyleinemergingmarkets:Withimprovinglifestyleinemergingmarkets,thePetcare,aswellastheconfectioneryindustry,isexpectedtogrowrapidlyinthesemarketsespeciallyinIndiaandChina.Marsiswellequippedtotapthedemandcreatedintheemergingnations.

CombiningMarsandWrigleybusinesses:InOctober2016,MarsannouncedmergingitsbusinessoperationswithWrigley,toformMars-WrigleyConfectionery.Thiswillhelpthecompanytoincreasepenetrationaswellasoffermoreproductsandincreasebottom-line.

Intensecompetitionacrosscategories:Marsissubjectedtocompetitionacrossitsproductcategories.InPetcarecategory,itfacescompetitionfromPetSmartwhichhasvariousproductsinthecategory.Inconfectionery,itfacescompetitionfromthelikesofMondelezInternational,NestleandHershey’setc.Suchcompetitionlimitsmarketshareandinducespricewarswhichaffectprofitability.

IncreasingHealthconsciousness:Thereisanincreasingawarenesstowardhealthacrosstheglobeespeciallyinthedevelopedmarkets.Although,Marshasfocusedondecreasingcalorificcontentinitsproductstheincreasingawarenessmaydivertthefocusoftheconsumerstootherproductsandhenceitisstillathreat.

IncreasingwagesintheUS:LabourwageshavebeenincreasingintheUShaveincreasedintherecentyearscausinganoverallincreaseintheproductionaswellastransportationcostforMars.

HiteshBhasinistheCEOofMarketing91andhasoveradecadeofexperienceinthemarketingfield.Heisanaccomplishedauthorofthousandsofinsightfularticles,includingin-depthanalysesofbrandsandcompanies.HoldinganMBAinMarketing,Hiteshmanagesseveralofflineventures,whereheappliesalltheconceptsofMarketingthathewritesabout.

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SWOTAnalysisofMars

SWOTAnalysisofMars

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