SWOT Cheerios
Internal Factors
Strengths
Weaknesses
Corporate Culture
Trusted, family friendly
Big focus on philanthropy, donates regularly to non-profit organizations
Encourages diversity; ads frequently show multi-racial families
Promotes healthy & nutritious lifestyle
Supports education for young children
Little focus on innovation
Old-fashioned, no “newness” factor
Based mostly on American values
Corporate Marketing Culture
Frequently engages with customers via social media
Breakfast consumer - for the working parent or child at school
For the health conscious
On-the-go lifestyles
Market too specific to a particular customer (young moms)
Relies on US-market
Not the only cereal food presence in social media (competition)
Marketing Mix
Original and iconic product, toasted whole grain cereal
Priced in the low range as far as breakfast foods
Can be found in almost every supermarket across the country
TV commercials on family friendly networks, depicting lots of family interaction
Variations of brand to suit other preferences in flavours (Honey Nut, frosted)
Priced mid-range in the cereal category, high chance of competition against similar lower cost products
Mostly consumed with milk and spoon, not portable
Small focus on Cheerios as a standalone snack
Resources (supplies etc)
Large budget for advertising - General Mills spent $49.9 million in 2011
Reliable wheat supply in North America
Budget spent mostly on TV, which is a declining method of advertising
Canada’s television industry saw profits drop 85% last year
External Factors
Opportunities
Threats
Demographic
More mothers are working meaning a higher demand for quick food options: Employment rate for women with children under 6 was 67.8% in 2012, more than double the rate in 1976
Seniors are the fastest growing age group in Canada. They are retired and have more time to
Strengths
Weaknesses
Corporate Culture
Trusted, family friendly
Big focus on philanthropy, donates regularly to non-profit organizations
Encourages diversity; ads frequently show multi-racial families
Promotes healthy & nutritious lifestyle
Supports education for young children
Little focus on innovation
Old-fashioned, no “newness” factor
Based mostly on American values
Corporate Marketing Culture
Frequently engages with customers via social media
Breakfast consumer - for the working parent or child at school
For the health conscious
On-the-go lifestyles
Market too specific to a particular customer (young moms)
Relies on US-market
Not the only cereal food presence in social media (competition)
Marketing Mix
Original and iconic product, toasted whole grain cereal
Priced in the low range as far as breakfast foods
Can be found in almost every supermarket across the country
TV commercials on family friendly networks, depicting lots of family interaction
Variations of brand to suit other preferences in flavours (Honey Nut, frosted)
Priced mid-range in the cereal category, high chance of competition against similar lower cost products
Mostly consumed with milk and spoon, not portable
Small focus on Cheerios as a standalone snack
Resources (supplies etc)
Large budget for advertising - General Mills spent $49.9 million in 2011
Reliable wheat supply in North America
Budget spent mostly on TV, which is a declining method of advertising
Canada’s television industry saw profits drop 85% last year
External Factors
Opportunities
Threats
Demographic
More mothers are working meaning a higher demand for quick food options: Employment rate for women with children under 6 was 67.8% in 2012, more than double the rate in 1976
Seniors are the fastest growing age group in Canada. They are retired and have more time to