Leroy Merlin SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 4493

SWOT Analysis of Leroy Merlin with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Leroy Merlin

Parent Company

Leroy Merlin


Home improvement and Garden supplies


Lifestyle and Retail

Tagline/ Slogan

Do it yourself


For beautiful home



Households looking for home decor

Target Group

Urban upper middle and upper class households


Improve living environment

SWOT Analysis


1. The company is serving in thirteen countries along with France and established in major cities and town

2. It provides unique self- service and sales assisted service to consumers

3.It became pioneer ,as it was the first company to offer free delivery service

4. It has more than 300 home improvement stores in 13 countries

5. The company has over 50,000 employees


1. Competition means brand loyalty is fluctuating and also limited market share

2.Getting supplier or outsourcing sometimes affect the margins


1.There are less players In home improvement and garden supplies sector , so get high margins

2.Along with home improvement company could enter into food and home care segment

3.Customers are becoming more aware about this segment as they want home should be unique and beautiful


1. Lot of foreign players coming into Europe retail sector

2.After economic crisis French consumers have become more careful about spending over items like home improvement



1.Home Depot



4.True value


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