Fred Mayer SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1723

SWOT Analysis of Fred Mayer with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Fred Mayer

Parent Company

Kroger Inc


Grocery, Furniture, Jewelry, Home Appliances retail


Lifestyle and retail

Tagline/ Slogan

Save time, money and gas; What's on your list today? You'll find it at Fred Meyer!


One stop store offering all the products that would form part of regular shopping lists



Supermarket retail chain

Target Group

Price shoppers and value shoppers


Freddy’s – a store where you will find everything on your shopping list

SWOT Analysis


1. Financial muscle – annual revenues of $7.67 billion and low risk capital structure
2. Brand appeal amongst price shoppers and value shoppers
3. Large multidepartment stores – 130 stores in the Pacific Northwest and Alaska
4. General merchandising expertise

5. Successful loyalty program

6. Merger with Kroger has given the company a strong foundation


1.Insignificant presence in the North East and South West

2. Being a part of Kroger, it has lost its own brand value


1.Expansion opportunities in North America and abroad
2.Launch of web and mobile retail platforms

3. Aggressive marketing can be useful in enhancing the brand image


1.Emergence of online retailers
2.Cost competition against Costco and Walmart

3. Economic fluctuations and financial instability



1. Walmart

The table above concludes the Fred Mayer SWOT analysis along with its marketing and brand parameters.


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