Description
SWOT ANALYSIS OF AUCHAN
Auchan
Parent Company
Mulliez Group
Category
Retail
Sector
Lifestyle and retail
Tagline/ Slogan
Life, the real one - (La Vie, La Vraie“(French))
USP
Low price and large product selection for better quality life STP
Segment
Price conscious group
Target Group
Upper middle class and lower middle class
Positioning
Product for better quality life SWOT Analysis
1. Strong worldwide presence in over 12 countries 2. Divergent product offering according to region,category 3. Wide range of products and service offerings 4. One of the Biggest hypermarket in world with over 260,000 employees 5. Attractive promotional offers given regularly to attract customers 6. Own label product brands Strength 7. Innovative and efficient services
1. Brand recall difficult due to different names for different stores 2. Have not targeted high premium segment 3. Global penetration is restricted compared to some other leading Weakness stores
1. Joint venture with various outside county retailors Opportunity 2. International tie-ups and tapping emerging economies
1. Facing controversy related to labour policyin some countries Threats 2. RestringLaws of FDI investment in other countries Competition
1.Carrefour S.A 2. Casino Guichard S.A. 3. Castorama S.A. 4. E. Leclerc Guyenne et Gascogne S.A. 5. Lidl& Schwarz Stiftung 6.METRO AG 7. Pinault-Printemps-Redoute S.A. Competitors 8. Royal Ahold N.V.
doc_964349498.docx
SWOT ANALYSIS OF AUCHAN
Auchan
Parent Company
Mulliez Group
Category
Retail
Sector
Lifestyle and retail
Tagline/ Slogan
Life, the real one - (La Vie, La Vraie“(French))
USP
Low price and large product selection for better quality life STP
Segment
Price conscious group
Target Group
Upper middle class and lower middle class
Positioning
Product for better quality life SWOT Analysis
1. Strong worldwide presence in over 12 countries 2. Divergent product offering according to region,category 3. Wide range of products and service offerings 4. One of the Biggest hypermarket in world with over 260,000 employees 5. Attractive promotional offers given regularly to attract customers 6. Own label product brands Strength 7. Innovative and efficient services
1. Brand recall difficult due to different names for different stores 2. Have not targeted high premium segment 3. Global penetration is restricted compared to some other leading Weakness stores
1. Joint venture with various outside county retailors Opportunity 2. International tie-ups and tapping emerging economies
1. Facing controversy related to labour policyin some countries Threats 2. RestringLaws of FDI investment in other countries Competition
1.Carrefour S.A 2. Casino Guichard S.A. 3. Castorama S.A. 4. E. Leclerc Guyenne et Gascogne S.A. 5. Lidl& Schwarz Stiftung 6.METRO AG 7. Pinault-Printemps-Redoute S.A. Competitors 8. Royal Ahold N.V.
doc_964349498.docx