The company offers a variety of products. Some of its sub brands has strong brand images of which is a strength of the company. Consumers from all over the world have perception for their product as high quality and delicious confectionery. The weakness for company, on the other hand would be that their sub brands are a little scattered. They typically are lacking of connection with the main brand (Mars).
The company can try to tie their famous individual products back to its main brand therefore, integrating the brand image to increase the overall awareness of the main brand. For example, they can put the logo “Mars” on some obvious location on the package of their popular products. There are a lot of growing potential opportunities for this confectionery company as well. We have notice the trend that consumers’ preference is shifting towards healthier foods. Thus, Mars should design healthier foods to satisfy this increasing demand.
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