Kaufland SWOT Analysis, Competitors & USP

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

SWOT analysis of Kaufland analyses the brand by its strengths, weaknesses, opportunities & threats. In Kaufland SWOT Analysis, 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 Kaufland to benchmark its business & performance as compared to the competitors. Kaufland is one of the leading brands in the lifestyle and retail sector.

The table below lists the Kaufland SWOT (Strengths, Weaknesses, Opportunities, Threats), top Kaufland competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Kaufland SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Kaufland Brand 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

SWOT Analysis of Kaufland
Kaufland Strengths

Below are the Strengths in the 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

Kaufland Weaknesses

Here are the weaknesses in the Kaufland SWOT Analysis:

1. Strong competition means the brand has limited market share

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

Kaufland Opportunities

Following are the Opportunities in Kaufland SWOT Analysis:

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

Kaufland Threats

The threats in the SWOT Analysis of Kaufland are as mentioned:

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
Kaufland Competitors

Below are the top 3 competitors of Kaufland:




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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Kaufland. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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