DIA Distribuidora Internacional de Alimentación SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1574
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SWOT Analysis of DIA Distribuidora Internacional de Alimentación with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

DIA Distribuidora Internacional de Alimentación

Parent Company

Distribuidora Internacional de Alimentación, S.A.

Category

Discount Stores

Sector

Lifestyle and Retail

Tagline/ Slogan

-

USP

Spanish international hard-discount supermarket chain

STP

Segment

Consumer goods and retail chains

Target Group

Middle class and upper class households

Positioning

High discount store with limited choice

SWOT Analysis

Strengths

1. Discount supermarket chain which follows a policy of reduction of prices by means of minimizing operational costs
2. More than 52000 employees
3. Revenue performance is good and has strong financial position
4. Shipping is available to enhance customer experience

5. It has more than 2800 operating stores

Weaknesses

1. Limiting the choice of products to a narrow selection of European brand name and white-label Dia brand goods
2.European crisis impacted company very badly affecting operations

Opportunities

1. Tapping the international market specially emerging economies

2. Acquisition of smaller retail chains

3. More visibility through advertising and customer focused services

Threats

1.Competition from Chinese players
2.Eurpean crisis

3. Govt policies and international norms

Competition

Competitors

1. Family Dollar Stores
2. Dollar Tree
3. Target



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