King's Discount Stores SWOT Analysis, USP & Competitors

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SWOT Analysis of King's Discount Stores with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

King's Discount Stores

Parent Company

King's Discount Stores

Category

Convenience Store

Sector

Grocery store

Tagline/ Slogan

Serving our customers since 1915

USP

Legacy of serving customers since 1915 carrying a wide variety of merchandise for value for money customers.

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.  They primarily cater to value for money customers

Positioning

King’s Discount Stores offers fresh and good quality food at value prices to small local communities.

SWOT Analysis

Strengths

1. Legacy of serving people since 1915 dominates smaller localities and only operates as grocery stores.
2. Offers wide range of fresh food at value prices for value for money customers.
3. Also offers services for online shopping, discount and reward programs for frequent shoppers and store locater services

4. Regionally a very strong retail store player

Weaknesses

1. Limited market share and low revenues compared to global retailers
2.Brand awareness is restricted to a few US states

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 above mentioned towns.

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. Kroger

2. Target

3. Walmart


The table above concludes the King's Discount Stores SWOT analysis along with its marketing and brand parameters.

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