Sullivan’s Foods SWOT Analysis, USP & Competitors

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SWOT Analysis of Sullivan’s Foods with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Sullivan’s Foods

Parent Company

J.B. Sullivan Inc.

Category

Supermarket Stores

Sector

Retail

Tagline/ Slogan

Where Quality, Freshness and Service is Guaranteed

USP

Quality Merchandise at competitive prices

STP

Segment

Serves people across all demographic segments

Target Group

Middle Class and Upper-middle Class

Positioning

Price Concept store with most products sold to customers at cost

SWOT Analysis

Strengths

1. Successful Business Model based on Franchising
2. Strong company focus on customer service

3. Strong ties with local communities which have built up brand equity
4. Broader selection of Ethnic merchandise

5. Brand loyalty is high due to good customer service

6. Known for its high quality meat

7. Products are sold at cost price and then a 10% charge added to cover store expenses, making prices extremely low

Weaknesses

1.Unable to compete with low-cost leader Walmart
2. Current positioning strategy not that effective in increasing sales
3. Limited geographic presence means less revenue and market share
4. Known for problems of stocking out in the produce section in smaller town stores

Opportunities

1. Incorporating new information systems in stores
2. Undergo a major rebranding campaign and target a new segment of customers
3. Modernize store design and renovate stores to make more appealing shopping experience to customers

4. Emerging technology and trends in retail marketing

5. Improve loyalty through new customer service initiatives

6. Increase market presence through store growth in larger cities

7. Acquisitions of newer brands and labels

Threats

1. An economic downturn or decline in consumer confidence
2. Price wars can squeeze already small margins

3. The Company faces the risk of significant competition in this segment and entry of another large retailer will significantly affect sales

4. External changes (government, politics, taxes, etc)

5. The Company is highly dependent of the state of the economy with sales booming during the Motorola years and crashing down during the downturn

6. The Company’s failure to anticipate and respond to changing customer preferences in a timely manner could adversely affect its operations

Competition

Competitors

1.Local smaller retail grocers
2.Walmart


The table above concludes the Sullivan’s Foods SWOT analysis along with its marketing strategy and brand parameters.

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