SWOT Analysis of Metro AG with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Metro AG, Germany
Lifestyle and Retail
Made to Trade
A modern shopping experience for all the family needs under one roof
Hypermarket and discount store
Middle segment households
Offering a wide array of high quality goods and services at fair prices
1. One of the top five largest retail chain in the world and largest in its home market, Germany 2. Multi-store formats-convenience store, department stores, supermarkets, discount stores etc. 3. Retail operations offered to commercial customers too in the format of cash and carry stores 4. Huge brand equity and successful customer loyalty programmes
1.Need of localisation of its stores across different cities and countries puts an additional pressure on operation costs 2.Lower investments made by the retail chain in modernising its IT technology and systems for better automation of business
1.Seek growth through expansion into newer markets 2.Emphaiss on private label growth 3.Widescale advertising, promotions and customer loyalty programmes to increase business and loyal customers
1.Rising labour costs worldwide 2.Threat from unionization of workforce in Germany 3.Precarious economic condition in Euro zone and Americas
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