Heinz Marketing. Swot, Pest And Five Forces Analysis.

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Heinz Marketing Swot Pest And Five Forces

SWOT Analysis

What is it?

You can use a SWOT analysis to identify and analyze the Strengths and Weaknesses of your organization, as well as the Opportunities and Threats revealed by the information you have gathered on the external environment.

Why use it?

To develop a plan that takes into consideration many different internal and external factors, and maximizes the potential of the strengths and opportunities while minimizing the impact of the weaknesses and threats.


Brand Name; Heinz has a really good reputation for being a quality food, and has done since it was established in 1869, the founder Henry J Heinz set out to bring quality and consistency to the consumers homes and the brand has carried this quality on through the years.

Market Leaders; Today Heinz is one of the world’s major global companies operating in some 200 countries, offering more than 5,700 products varieties, with No1 and No2 branded business in more than 50 world-wide markets.

Slogans & Advertising; Heinz has always been famous for it advertising and always on the forefront of new and exciting advertising and promotions Heinz used different ways of adding fun and interest. The Beanz Meanz Heinz advertising slogan is one of the most successful of all time it appeared for 22 years.


Mature Products: Many of Heinz products have been around for years and may be declining in sales as a result of changing consumer tastes. I.e. the product life cycle may be in decline.

Production Cost: Heinz has 5,700 product varieties but is only No1 and No2 branded businesses in 50 markets worldwide. Therefore some of the products there are producing may actually be costing them money to produce and distribute.

Other market leaders: In the markets were Heinz is not the market leader the price of the products may need to be determined by the price of the product that is the market leaders.


Market Growth: As the market of Low fat foods and convenience foods grow Heinz needs to make the best of these opportunities as they already have some presence in these markets.

Brand Name: Heinz has made a creative partnership with Walkers Crisps to launch Heinz Tomato Ketchup Flavor Crisp. As Heinz has a good reputation for good quality traditional products they should try and look for more companies with modern products to go into partnership with in order to bring there traditional products into the modern FMCG markets.

Consumer Feedback: Heinz receive a lot of feedback from their customers and they use this information to there full advantage, Heinz knows that the innovation process depends on generating a stream of new ideas, Heinz analysis consumer feedback and buying habits to help with new product development.

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Competitors: Are always a threat to any company. Heinz has many product lines and therefore there are many Companies that may cause a threat to Heinz. E.g. Bachelors and HP Sauces.

Brand Loyalty: As there are some many different brands in the same product lines, there is a great choice of variety and variance in prices available to the consumer. Therefore brand loyalty is not as common these days as in previous years.

P.E.S.T Analysis

What is it?

A PEST analysis is an analysis of the external macro-environment that ...

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