Auchan SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

Auchan SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Auchan, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Auchan to benchmark its business & performance as compared to the competitors, and make strategic improvements. Auchan is one of the leading brands in the lifestyle and retail sector.

The article below lists the Auchan SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Auchan SWOT Analysis:

SWOT Analysis of Auchan

For Auchan, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Auchan Strengths

The strengths of Auchan looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Auchan :

1. Strong worldwide presence in over 12 countries
2. Divergent product offering according to region,category
3. Wide range of products and service offerings
4. One of the Biggest hypermarket in world with over 260,000 employees

5. Attractive promotional offers given regularly to attract customers

6. Own label product brands

7. Innovative and efficient services

Auchan Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Auchan SWOT Analysis:

1. Brand recall difficult due to different names for different stores

2. Have not targeted high premium segment

3. Global penetration is restricted compared to some other leading stores

Auchan Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Auchan SWOT Analysis:

1. Joint venture with various outside county retailors

2. International tie-ups and tapping emerging economies

Auchan Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Auchan are as mentioned:

1. Facing controversy related to labour policyin some countries

2. RestringLaws of FDI investment in other countries

Auchan Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 8 competitors of Auchan:

1.Carrefour S.A

2. Casino Guichard S.A.

3. Castorama S.A.

4. E. Leclerc Guyenne et Gascogne S.A.

5. Lidl& Schwarz Stiftung


7. Pinault-Printemps-Redoute S.A.

8. Royal Ahold N.V.

Hence this concludes the Auchan SWOT analysis.

Continue reading more about the brand/company.

About Auchan

Auchan Overview
Parent Company

Mulliez Group




Lifestyle and Retail

Tagline/ Slogan

Life, the real one  - (La Vie, La Vraie“(French))


Low price and large product selection for better quality life

Auchan STP

Price conscious group

Target Market

Upper middle class and lower middle class


Product for better quality life

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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