Metro AG SWOT Analysis, Competitors & USP

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

Metro AG SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Metro AG, 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, and make strategic improvements. Metro AG is one of the leading brands in the lifestyle and retail sector.

The article below lists the Metro AG SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Metro AG SWOT Analysis:

SWOT Analysis of Metro AG

For Metro AG, 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.

Metro AG Strengths

The strengths of Metro AG 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. 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

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 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

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 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 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 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 4 competitors of Metro AG:



Hence this concludes the Metro AG SWOT analysis.

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About Metro AG

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 Market

Middle segment households


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

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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