Auchan SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 3192
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SWOT Analysis of Auchan with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

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

Strengths

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

7. Innovative and efficient services

Weaknesses

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 stores

Opportunities

1. Joint venture with various outside county retailors

2. International tie-ups and tapping emerging economies

Threats

1. Facing controversy related to labour policyin some countries

2. RestringLaws of FDI investment in other countries

Competition

Competitors

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.

8. Royal Ahold N.V.



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