Drogerie Markt SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 2782

SWOT Analysis of Drogerie Markt with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Drogerie Markt

Parent Company

Drogerie Markt Group




Lifestyle and retail

Tagline/ Slogan

Hier bin ich Mensch, hier kauf ich ein (Here I am Man, here I have a buy)


Everything to everyone



Retail store chain for urban households

Target Group

Middle class and upper middle class


High quality and easily available products

SWOT Analysis


1. Company has spread globally in various countries

2. It has large employee strength of over 70,000 employees

3. It has established itself as niche brand in lifestyle segment

4.It has leadership innovation in category

5. It is a flagship retail chain in Germany with over 1500+ stores


1. Despite being a strong player, the brand awareness is limited compared to global leaders

2. Stiff competition from global players means market share growth is limited


1. Online retailing is good option for company to spread globally and locally

2. Reducing operational cost to get advantage of economies of scale

3. Can become a market leader as company has established innovation leadership and huge global spread


1. Competition from unorganized sector impacts existing demands

2. Customer preferences evolving, so tracking those itself is challenging

3. Every country has different restricting FDI norms and policies which act as entry barriers



1. MiRO

2. Gritzner

3. Gameforge

4. Aluplast

The table above concludes the Drogerie Markt SWOT analysis along with its marketing and brand parameters.


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