Koutons SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1652
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SWOT Analysis of Koutons with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Koutons

Parent Company

Koutons Retail India Ltd

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

The Way Ahead Always

USP

Value for Money and High on Fashion

STP

Segment

Men, women and children clothing

Target Group

India Upper middle class family

Positioning

Fashion at affordable prices

SWOT Analysis

Strengths

1. Strong Brand presence has over 1400 outlets in India and the middle-east
2. Self- procuring and manufacturing facilities (15 facilities) which help maintain economies of scale.

3. Unique brand positioning (Value for Money and High on Fashion)
4. Design and merchandising expertise, with a pulse on fashion. This earned the company lots of accolades like the Brand of the year award, Star Retailer-the consumer way

Weaknesses

1. Limited penetration across Indian and global markets as compared to some leading brands

2. Brand visibility is lesser as compared to leading global apparel brands

Opportunities

1. Increasing organized retail space will be helpful in tapping new markets
2. Increased spending on lifestyle brands due to rising disposable income

3. Needs to look at new forms of retailing like e-tail to increase sales

Threats

1. Entry of foreign players in the retail sector due to FDi and other automatic routes poses a serious threat.
2. Govt tax policies have increased unit cost of the product.

3. Fragmented supply chain a main cause  of concern for  the company’s vision which aims at eliminating all unnecessary links for affordable fashion experience

Competition

Competitors

1. Pantaloon Retail
2.V2 Retail
3. Trent Ltd



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