IGA SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 2775

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


Parent Company

Metcash Trading Limited





Tagline/ Slogan

How the Locals Like it


Independent grocers of Australia




Target Group

Independent Grocery Stores


Trusted supplier of a variety of grocery and food brands to local stores

SWOT Analysis


1. Strong presence: 1400 plus stores across USA
2. Prominent brand name: presence in USA for decades
3. Successful promotions and offers like 200% guarantee, Say G’day        Day, etc.
4. Self-owned trusted IGA Brands such IGA Apple juice, IGA olive oil, etc.

5. Continuous community focused events like IGA Hometown Healthy Challenge, IGA Days, etc.

6. The brand has also been able to reach 30 countries wordwide


1. Debt concerns: High debt raised for acquisitions
2. Low Margins due to price wars leading to dip in profits

3. Low market share owing to high competition


1. Company has a good chance of entering into online business segment
2. It can position itself as the leading provider of healthy and fresh food products
3. To increase its market share in the country by increasing in-house product portfolio and aggressive marketing strategy


1. High concentration of power associated with two big supermarket chains
2. High dependence on macroscopic events like inflation, economy growth etc.
3. Less famous house brands as compared to other super market chains



1. Woolworths
2. Coles
3. Aldi


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


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