Miller's Fresh Foods SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 1070

SWOT Analysis of Miller's Fresh Foods with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Miller's Fresh Foods

Parent Company

Miller's Fresh Foods


Convenience Store


Lifestyle and Retail

Tagline/ Slogan



Leading since 1927, it offers fresh and value based food.

Miller's Fresh Foods STP


People who have irregular working hours or work shifts and might go for impromptu purchases

Target Group

Working class professionals who want to buy everyday items like groceries, toiletries, drinks even during a weekend and also late at night as per their convenient time.


Miller’s fresh food offers fresh food and good quality grocery at very competitive prices.

Miller's Fresh Foods SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Miller's Fresh Foods :

1. Legacy of serving people since 1927 and offers fresh food and good quality grocery at very competitive prices.
2. Offers wide range of food with more focus on customer satisfaction

3. A popular brand in the regions with a strong customer focus

4. Multi-brands available at the store along with fresh food


1. The range of food offered is limited compared to other supermarkets which limit the options available to consumers.
2.Brand awareness is restricted to a few places

3. Less revenues and low market share


1. More young professionals living away from home and working long hours prefer frozen food. Hence their target group is increasing fast.
2.Increasing purchasing power parity leading to improved lifestyles e.g – more ready to eat foods
3. Expand network, wider product range  and reach to people by opening up more flagship stores outside the North Dakota area.


1.Economic fluctuations and govt policies can affect operations
2. Intense competition from corner stores, supermarkets, grocery stores and host of other convenience stores.
3.Lack of large scale space leading to merger of many convenience stores and increase in competition due to merger of many convenience stores.

Miller's Fresh Foods Competition


Below are the 2 main Miller's Fresh Foods competitors :

1. Target

2. Walmart

The brandguide table above concludes the Miller's Fresh Foods 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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