Kaufland SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 3404

SWOT Analysis of Kaufland with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company





Lifestyle and Retail

Tagline/ Slogan

Where quality costs less


Quality within cost

Kaufland STP


Individuals looking to daily needs grocery stores

Target Group

Middle class households


Large variety within price

Kaufland SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Kaufland :

1. It is one of the German’s largest hypermarket chain and chain operates 1000 stores in Slovakia, Poland , Bulgaria

2. It offers large variety of products in different SKU with lowest prices

3. Acquisition of smaller stores strengthened its brand presence

4. The company has approximately 75,000 employees

5. Strong financial position and marketing in the countries present


1. Strong competition means the brand has limited market share

2.It’s stores have limited penetration, so not accessible to everyone


1.The German government has encouraged hypermarket installation

2.German consumers’ propensity to buy is higher in Europe

3. Expansion into emerging economies is an opportunity


1.Hypermarket is highly competitive sector due to many players ,so maintaining low margins is big challenge

2.Grocery prices in Germany are lower than rest of the Europe, so they expect low price whenever they come to shop

Kaufland Competition


Below are the 3 main Kaufland competitors :




The brandguide table above concludes the Kaufland SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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