NTUC FairPrice Co-Operative SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 6827

SWOT Analysis of NTUC FairPrice Co-Operative with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

NTUC FairPrice Co-Operative

Parent Company

Singapore National Trades Union Congress (SNTUC)


Supermarket Chain



Tagline/ Slogan

Singapore's very own


Promise to provide a fair price



on the basis of Price, Age, Lifestyle

Target Group

Price conscious, Young Customer, Busy lifestyle


Trusted place to shop, Moderate the cost of living in Singapore

SWOT Analysis


1. Good distribution network with more than 270 stores
2. One of the oldest in Singapore with a legacy
3. Backed by Government which can create policies aiding expansion
4. Trusted by customers; high investment in CSR builds goodwill

5. Ease of shopping: Facility for online shopping and home delivery


1. Limited market share as it is restricted to Singapore
2. Weak cyber protection of customers’ online purchasing account
3. Brand perception: Seen as discounted goods seller; may be difficult to sell high-end and luxury products in future


1. Potential of expansion in emerging economies; can become a global brand
2. Premium segment can be targeted provided change in marketing strategies
3. With availability of capital and sound technology, the company can also enter into m-commerce


1. Equally impressive competitors can result in reduced market share
2. Low priced products are conceived to be of low quality
3. Company’s profit depends on foreign currency, hence any change in that will impact its operations.



1. Giant Singapore
2. Sheng Siong
3. Cold Storage


The table above concludes the NTUC FairPrice Co-Operative SWOT analysis along with its marketing and brand parameters.


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