Description
SWOT ANALYSIS OF KAUFLAND
Kaufland
Parent Company
Kaufland
Category
Retail
Sector
Lifestyle and retail
Tagline/ Slogan
Where quality costs less
USP
Quality within cost STP
Segment
Individuals looking to daily needs grocery stores
Target Group
Middle class households
Positioning
Large variety within price SWOT Analysis
1. It is one of the German’s largest hypermarket chain and chain operates 1000 stores in Slovakia, Poland , Bulgaria 2. It offers large variety of products in different SKU with lowest prices 3. Acquisition of smaller stores strengthened its brand presence 4. The company has approximately 75,000 employees Strength 5. Strong financial position and marketing in the countries present
1. Strong competition means the brand has limited market share Weakness 2.It’s stores have limited penetration, so not accessible to everyone
1.The German government has encouraged hypermarket installation Opportunity 2.German consumers’ propensity to buy is higher in Europe
3. Expansion into emerging economies is an opportunity
1.Hypermarket is highly competitive sector due to many players ,so maintaining low margins is big challenge 2.Grocery prices in Germany are lower than rest of the Europe, so Threats they expect low price whenever they come to shop Competition
1.Real 2.MarktKauf Competitors 3.Edeka
doc_103143328.docx
SWOT ANALYSIS OF KAUFLAND
Kaufland
Parent Company
Kaufland
Category
Retail
Sector
Lifestyle and retail
Tagline/ Slogan
Where quality costs less
USP
Quality within cost STP
Segment
Individuals looking to daily needs grocery stores
Target Group
Middle class households
Positioning
Large variety within price SWOT Analysis
1. It is one of the German’s largest hypermarket chain and chain operates 1000 stores in Slovakia, Poland , Bulgaria 2. It offers large variety of products in different SKU with lowest prices 3. Acquisition of smaller stores strengthened its brand presence 4. The company has approximately 75,000 employees Strength 5. Strong financial position and marketing in the countries present
1. Strong competition means the brand has limited market share Weakness 2.It’s stores have limited penetration, so not accessible to everyone
1.The German government has encouraged hypermarket installation Opportunity 2.German consumers’ propensity to buy is higher in Europe
3. Expansion into emerging economies is an opportunity
1.Hypermarket is highly competitive sector due to many players ,so maintaining low margins is big challenge 2.Grocery prices in Germany are lower than rest of the Europe, so Threats they expect low price whenever they come to shop Competition
1.Real 2.MarktKauf Competitors 3.Edeka
doc_103143328.docx