Mars incorporated (Mars) is one of the world’s largest food companies, whose business includes Petcare, Chocolate, Wrigley, Food, Drinks and Symbioscience. (Mars, Incorporated, 2015).
Within the six segments, there are many numerous well-known brands, such as M&M’s, Dove, Snickers, and Extra etc.
This paper uses collected information on Mars’s marketing performance to elaborate the organization’s background and identifies Mars’s strengths, weaknesses, opportunities and threats.
Mars and Competitors
Frank C. Mars of Tacoma, Washington, experimented and created a variety of buttercream candy in his home. In 1911, he started a snack food business now known as Mars. Milky Way bars (1923) were created and was an instant success. Snickers (1930) …show more content…
There is a need for Mars to remain competitive in this food manufacturing industry in order to gain market share.
SWOT analysis of Mars Incorporated
1. Strengths
1.1 Leading Industry Position
With good reputation Mars becomes one of the biggest food manufacturers and had achieved net sales of more than $33 billion (Mars Incorporate, 2015). Figure 1 Mars Organization Chat
1.2 High Brand Awareness
Company's annual advertising has the absolute advantage. Every advertisement with unique originality and unique production technology firmly established the leading status of the enterprise.
1.3 Extraordinary Brand Value
Mars owns many world famous brands, some of the brands worth more than 10 billion dollars which including Dove, M&M’s, Pedigree, etc.
1.4 The Unique Enterprise Culture
Mars has been operating for many years with the five basic principles: quality, responsibility, mutuality, efficiency and freedom as objective, which help the entire enterprise to form a powerful cohesion. Mars adhere to the "customer first" as the core to make company success (Mars, Incorporated, …show more content…
The global pet care market grew by 2.9% in 2014 to reach a value of $87,111.7 million and may reach a value of $101,324.9 million by 2019. Mars will have a bright performance in future pet care market.
3.3 Invest in Research and Development (R&D)
Mars realize the importance of innovation and high-technology. Therefore, they invest R&D in maintaining the competitive advantages and grabbing the consumer. In 2002, Mars chocolate invested 6 million R&D facility to work on projects such as new product and packaging development, sensory science, etc. (Stones, 2012).
3.4 Positive Health Effects of Dark Chocolate
Recent study shows eat an appropriate amount of dark chocolate is good for people’s health. It can not only relieve stress and prevent colds also prevent stroke and lower blood pressure. This finding will spur dark chocolate market (Gunnars, 2015).
3.5 Increase Presence in China
China is the largest population country and has a huge consumer market. The organization took a fancy to this opportunity, which they constantly develop the market in China to increase their brand awareness. For example, Mars to Open Candy Tourist-Attraction Store in Shanghai last year to expand its brand (Burkitt, 2014).
4.
Within the six segments, there are many numerous well-known brands, such as M&M’s, Dove, Snickers, and Extra etc.
This paper uses collected information on Mars’s marketing performance to elaborate the organization’s background and identifies Mars’s strengths, weaknesses, opportunities and threats.
Mars and Competitors
Frank C. Mars of Tacoma, Washington, experimented and created a variety of buttercream candy in his home. In 1911, he started a snack food business now known as Mars. Milky Way bars (1923) were created and was an instant success. Snickers (1930) …show more content…
There is a need for Mars to remain competitive in this food manufacturing industry in order to gain market share.
SWOT analysis of Mars Incorporated
1. Strengths
1.1 Leading Industry Position
With good reputation Mars becomes one of the biggest food manufacturers and had achieved net sales of more than $33 billion (Mars Incorporate, 2015). Figure 1 Mars Organization Chat
1.2 High Brand Awareness
Company's annual advertising has the absolute advantage. Every advertisement with unique originality and unique production technology firmly established the leading status of the enterprise.
1.3 Extraordinary Brand Value
Mars owns many world famous brands, some of the brands worth more than 10 billion dollars which including Dove, M&M’s, Pedigree, etc.
1.4 The Unique Enterprise Culture
Mars has been operating for many years with the five basic principles: quality, responsibility, mutuality, efficiency and freedom as objective, which help the entire enterprise to form a powerful cohesion. Mars adhere to the "customer first" as the core to make company success (Mars, Incorporated, …show more content…
The global pet care market grew by 2.9% in 2014 to reach a value of $87,111.7 million and may reach a value of $101,324.9 million by 2019. Mars will have a bright performance in future pet care market.
3.3 Invest in Research and Development (R&D)
Mars realize the importance of innovation and high-technology. Therefore, they invest R&D in maintaining the competitive advantages and grabbing the consumer. In 2002, Mars chocolate invested 6 million R&D facility to work on projects such as new product and packaging development, sensory science, etc. (Stones, 2012).
3.4 Positive Health Effects of Dark Chocolate
Recent study shows eat an appropriate amount of dark chocolate is good for people’s health. It can not only relieve stress and prevent colds also prevent stroke and lower blood pressure. This finding will spur dark chocolate market (Gunnars, 2015).
3.5 Increase Presence in China
China is the largest population country and has a huge consumer market. The organization took a fancy to this opportunity, which they constantly develop the market in China to increase their brand awareness. For example, Mars to Open Candy Tourist-Attraction Store in Shanghai last year to expand its brand (Burkitt, 2014).
4.