Aeon SWOT Analysis

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

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

Aeon is one of the leading brands in the lifestyle and retail sector. The article below lists the Aeon SWOT, competitors and includes its target market, segmentation, positioning & USP.

SWOT Analysis of Aeon

For Aeon, 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.

Aeon Strengths

The strengths of Aeon 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.

A list of strengths is mostly the starting point in starting SWOT analysis. 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

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 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

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 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 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 Aeon are as mentioned:

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

3. Unfavorable govt policies can affect business

Aeon Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Aeon:

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

Hence this concludes the Aeon SWOT analysis.

Continue reading more about the brand/company.

About Aeon

Aeon Overview
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 Market

Urban middle and upper middle class households


Japan's largest retail group in terms of sales

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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