Drogerie Markt SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1826
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SWOT Analysis of Drogerie Markt with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Drogerie Markt

Parent Company

Drogerie Markt Group

Category

Retail

Sector

Lifestyle and retail

Tagline/ Slogan

Hier bin ich Mensch, hier kauf ich ein (Here I am Man, here I have a buy)

USP

Everything to everyone

STP

Segment

Retail store chain for urban households

Target Group

Middle class and upper middle class

Positioning

High quality and easily available products

SWOT Analysis

Strengths

1. Company has spread globally in various countries

2. It has large employee strength of over 70,000 employees

3. It has established itself as niche brand in lifestyle segment

4.It has leadership innovation in category

5. It is a flagship retail chain in Germany with over 1500+ stores

Weaknesses

1. Despite being a strong player, the brand awareness is limited compared to global leaders

2. Stiff competition from global players means market share growth is limited

Opportunities

1. Online retailing is good option for company to spread globally and locally

2. Reducing operational cost to get advantage of economies of scale

3. Can become a market leader as company has established innovation leadership and huge global spread

Threats

1. Competition from unorganized sector impacts existing demands

2. Customer preferences evolving, so tracking those itself is challenging

3. Every country has different restricting FDI norms and policies which act as entry barriers

Competition

Competitors

1. MiRO

2. Gritzner

3. Gameforge

4. Aluplast



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