Metro AG SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 7306

SWOT Analysis of Metro AG with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

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

Metro AG SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (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


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


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


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


Below are the 4 main Metro AG competitors :



The brandguide table above concludes the Metro AG SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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