Kaufland SWOT Analysis, USP & Competitors

Kaufland

Parent Company

Kaufland

Category

Retail

Sector

Lifestyle and Retail

Tagline/ Slogan

Where quality costs less

USP

Quality within cost

Kaufland STP

Segment

Individuals looking to daily needs grocery stores

Target Group

Middle class households

Positioning

Large variety within price

Kaufland SWOT Analysis

Strengths

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

Weaknesses

1. Strong competition means the brand has limited market share

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

Opportunities

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

Threats

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

Competitors

1.Real

2.MarktKauf

3.Edeka