1 - COMPANY BACKGROUND
Mars, Incorporated (Mars or “the company”) is a privately-held company, primarily engaged in the manufacture and sale of confectionary products, pet food products, drinks and staple foods. The company operates in about 68 countries worldwide. It is headquartered in McLean, Virginia and employs about 65,000 people. The company's net sales are estimated to be around $30,000 million. Mars is a private company and has not released its annual report. Therefore, its financial details are not available. Mars produces and distributes branded snack foods, main meal foods, drinks and pet care products. It also makes drink vending equipment and electronic automated payment systems. The company operates more than 130 factories, in about 75 countries worldwide. The company operates through six business segments: chocolate; petcare; Wrigley gum and confections; food; drinks; and symbioscience. The company's chocolate segment operates under brand names such as M&M's, Snickers, Dove, Galaxy, Mars, Milky Way and Twix. The major brands under the petcare segment include Pedigree, Whiskas, Sheba, Cesar and Royal Canin. In the Wrigley gum and confections segment, the company owns Extra, Orbit, Doublemint, Skittles, Starburst and Altoids. The company operates its food segment under the Uncle Ben's, Dolmio, Seeds of Change, Ebly and Masterfoods brand names. Its drinks segment includes Klix and Flavia brands. Furthermore, the company's symbioscience segment owns brands such as Wisdom Panel MX, Seramis and Cocoapro.
2 - SWOT ANALYSIS
Mars is a privately-held company, primarily engaged in the manufacture and sale of confectionary products, pet food products, drinks and staple foods. The company owns an extensive portfolio of products and brands that it offers through its six segments including chocolate, petcare, Wrigley gum and confections, food, drinks, and symbioscience. The extensive product portfolio of Mars helps it to cater to the needs of the various markets. In addition, the wide brand portfolio results in steady revenue growth and provides the company with a competitive advantage. However, with increasing popularity of private labels, Mars may see the erosion of its market share and is likely to face a bigger challenge.
Comprehensive product portfolio complemented by strong brand recognition:
The company owns an extensive portfolio of products and Brands.The Company offers a wide range of products under six segments including chocolate, petcare, Wrigley gum and confections, food, drinks, and symbioscience. The company sells its chocolate products under the brand names such as M&M'S, Snickers, Dove, Galaxy, Mars, Milky Way and Twix. Its petcare products are sold under Pedigree, Whiskas, Sheba, Cesar and Royal Canin brand names. The company sells Wrigley gum and confections under Extra, Orbit, Doublemint, Skittles, Starburst and Altoids brand names. Further, the company offers wide range of food products under the Uncle Ben's, Dolmio, Seeds of Change, Ebly and Masterfoods brand names. Its drinks segment includes Klix and Flavia brands. Some of the company's brands like Mars, M&M, Snicker, Dove, and Milky Way are among the leading brands in the US confectionary segment. Others like Wrigley's brand of gums and confections and Pedigree pet foods enjoy wide recognition in the Asia and other regions. The Klix and Flavia are one of the leading suppliers of the drink vending solutions in the UK market. The company's brands are popular world-wide, and seven of its brands occupy the top 20 confectionary best-sellers list. The extensive product portfolio provides a diversified source of revenue for the company, while the strong brand recognition has enabled better market penetration for the company. The above mentioned competitive advantages enable the company to strengthen its leadership position in the world's confectionary, and pet care markets. Diversified operations across the globe...
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