Aeon SWOT Analysis, Competitors & USP

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

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

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

Aeon SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Aeon Brand Analysis
Parent Company

Aeon Group


Department Stores


Lifestyle and Retail

Tagline/ Slogan -

Group of retail and financial services companies

Aeon STP

Departmental stores for day to day goods

Target Group

Urban middle and upper middle class households


Japan's largest retail group in terms of sales

SWOT Analysis of Aeon
Aeon Strengths

Below are the Strengths in the SWOT Analysis of Aeon:

1. One of the two largest Japanese retailer by sales
2. Ranked among the top ten worldwide in the retail food and drug store category
3. Handsome revenue and financial position with consistent performance

4. Good market presence specially in Japan and China

5. Present in nearly 400 locations

6. Has a strong workforce of over 80,000

Aeon Weaknesses

Here are the weaknesses in the Aeon SWOT Analysis:

1. World wise presence is very less compared to global leaders
2. Inventory holding is large which is a concern

Aeon Opportunities

Following are the Opportunities in Aeon SWOT Analysis:

1. Aeon sells chocolate bearing the Fair Trade label under its Top Value brand
2. It has sister companies in Mainland China, Hong Kong, and Malaysia
3. Ever increasing demand of products

Aeon Threats

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

1. Increasing raw material prices
2. Domestic and international competition is high

3. Unfavorable govt policies can affect business

Aeon Competition
Aeon Competitors

Below are the top 3 competitors of Aeon:

1. Lotte Shopping
2. TJX Cos
3. Kohl's

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 Aeon. 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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