DIA Distribuidora Internacional de Alimentación SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 2012

SWOT Analysis of DIA Distribuidora Internacional de Alimentación with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

DIA Distribuidora Internacional de Alimentación

Parent Company

Distribuidora Internacional de Alimentación, S.A.


Discount Stores


Lifestyle and Retail

Tagline/ Slogan



Spanish international hard-discount supermarket chain



Consumer goods and retail chains

Target Group

Middle class and upper class households


High discount store with limited choice

SWOT Analysis


1. Discount supermarket chain which follows a policy of reduction of prices by means of minimizing operational costs
2. More than 52000 employees
3. Revenue performance is good and has strong financial position
4. Shipping is available to enhance customer experience

5. It has more than 2800 operating stores


1. Limiting the choice of products to a narrow selection of European brand name and white-label Dia brand goods
2.European crisis impacted company very badly affecting operations


1. Tapping the international market specially emerging economies

2. Acquisition of smaller retail chains

3. More visibility through advertising and customer focused services


1.Competition from Chinese players
2.Eurpean crisis

3. Govt policies and international norms



1. Family Dollar Stores
2. Dollar Tree
3. Target

The table above concludes the DIA Distribuidora Internacional de Alimentación SWOT analysis along with its marketing and brand parameters.


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