Metro AG SWOT Analysis, Competitors & USP

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

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

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

Metro AG SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table

Metro AG

Parent Company

Metro AG, Germany


Food retail


Lifestyle and Retail

Tagline/ Slogan

Made to Trade


A modern shopping experience for all the family needs under one roof

Metro AG STP

Hypermarket and discount store

Target Group

Middle segment households


Offering a wide array of high quality  goods and services at fair prices

SWOT Analysis of Metro AG
Metro AG Strengths

Below are the Strengths in the SWOT Analysis of Metro AG:

1. One of the top five largest retail chain in the world and largest in its home market, Germany
2. Multi-store formats-convenience store, department stores, supermarkets, discount stores etc.
3. Retail operations offered to commercial customers too in the format of cash and carry stores
4. Huge brand equity and successful customer loyalty programmes

Metro AG Weaknesses

Here are the weaknesses in the Metro AG SWOT Analysis:

1.Need of localisation of its stores across different cities and countries puts an additional pressure  on operation costs
2.Lower investments made by the retail chain in modernising its IT technology and systems for better automation of business

Metro AG Opportunities

Following are the Opportunities in Metro AG SWOT Analysis:

1.Seek growth through expansion into newer markets
2.Emphaiss on private label growth
3.Widescale advertising, promotions and customer loyalty programmes to increase business and loyal customers

Metro AG Threats

The threats in the SWOT Analysis of Metro AG are as mentioned:

1.Rising labour costs worldwide
2.Threat from unionization of workforce in Germany
3.Precarious economic condition in Euro zone and Americas

Metro AG Competition
Metro AG Competitors

Below are the top 4 competitors of Metro AG:



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 Metro AG. 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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