Fresh & Easy SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 2513

SWOT Analysis of Fresh & Easy with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Fresh & Easy

Parent Company

Yucaipa Companies


Grocery store


Lifestyle and Retail

Tagline/ Slogan

Neighbourhood market


Everyday Low price

Fresh & Easy STP


Middle income urban customers

Target Group

Middle income households who are looking for value for money and ease of us


Everyday low price fresh products

Fresh & Easy SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Fresh & Easy :

1 Use of Led lights and other cost reducing technology enables it to keep prices low

2.Customer relationship management is good by promotion of the ‘neighbourhood’ concept and sending across the signal that they care for the people of the area

3.Have good supplier network that enables the, to source fresh products at cheap prices

4. Not too many discount or promotional events; keep their communication very simple generating trust among the people

5.Has effective communication and customer retention programs like holding of Friends Rewards cards


1.Has not been able to be a financially superior brand

2.Limited presence; present only in Western U.S

3.The stores have  a lot of own brands but U.S customers are very much brand conscious and hence did not accept the model completely


1.They can expand into other areas of the country
2.Can introduce online ordering and delivery system


1. Because of inability to break even there have been talks about selling the grocery chain by the parent company. This has resulted in an uncertain future for the store

Fresh & Easy Competition


Below are the 7 main Fresh & Easy competitors :

1.Trader Joe's

2. Whole Foods

3. Safeway stores

4.Pegasus Foods Inc.

5.Suoerior Super Warehouse

6.Pay Less Supermarkets

7.Valeria’s Groceries

The brandguide table above concludes the Fresh & Easy 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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