Harding's Friendly Markets SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 423
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SWOT Analysis of Harding's Friendly Markets with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Harding's Friendly Markets

Parent Company

Harding's Friendly Markets

Category

Convenience Store

Sector

Supermarket

Tagline/ Slogan

At your service

USP

They operate on the philosophy of "HARDING'S CUSTOMERS DESERVE THE BEST SERVICE POSSIBLE PROVIDED BY FRIENDLY EMPLOYEES."

STP

Segment

People who have irregular working hours or work shifts and might go for impromptu purchases

Target Group

Working class professionals who want to buy everyday items like groceries, toiletries, drinks even during a weekend and also late at night as per their convenient time.

Positioning

Hardings’ friendly market offers friendly shopping experience as the most important part of your shopping which is complemented with fresh food. If any shopper left without being spoken to by any one store person, cash refund would be given to him.

SWOT Analysis

Strengths

1. Legacy of serving people since 1925 and offering a friendly shopping experience.
2. Offers wide range of fresh and good quality food for the local community.
3. It offers pharmacy also at the food marketplace and is staring to diversify.
4. Also offers additional attractive services to the customers like weekly flyers, great deals, recipes, community cards to frequent shoppers etc.

Weaknesses

1. The range of food offered is limited compared to other supermarkets since it also offers floral and cooking classes which limit the options available to consumers.
2.Brand awareness is restricted to a very small area of USA.

Opportunities

1. More young professionals living away from home and working long hours prefer frozen food. Hence their target group is increasing fast.
2.Increasing purchasing power parity leading to improved lifestyles e.g – more ready to eat foods
3. Expand network, wider product range  and reach to people by opening up more flagship stores outside the MI area.

Threats

1.Robbery attempts and other threats lead  to concerns for property loss.
2. Intense competition from corner stores, supermarkets, grocery stores and host of other convenience stores.
3.Lack of large scale space leading to merger of many convenience stores and increase in competition due to merger of many convenience stores.

Competition

Competitors

1. Walmart

2. Kroger

3. Target



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