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  3. Kaufland SWOT Analysis

Kaufland SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: December 02, 2023Read time:

Here is a detailed SWOT analysis of Kaufland covering strengths, weaknesses, opportunities and threats.

Kaufland Strengths

  1. It is one of the German’s largest hypermarket chain and chain operates 1000 stores in Slovakia, Poland , Bulgaria
  2. It offers large variety of products in different SKU with lowest prices
  3. Acquisition of smaller stores strengthened its brand presence
  4. The company has approximately 75,000 employees
  5. Strong financial position and marketing in the countries present

Above are the strengths in the SWOT Analysis of Kaufland. The strengths of Kaufland looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Kaufland Weaknesses

  1. Strong competition means the brand has limited market share
  2. It’s stores have limited penetration, so not accessible to everyone

These were the weaknesses in the Kaufland SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Kaufland Opportunities

  1. The German government has encouraged hypermarket installation
  2. German consumers’ propensity to buy is higher in Europe
  3. Expansion into emerging economies is an opportunity

Above we covered the opportunities in Kaufland SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Kaufland Threats

  1. Hypermarket is highly competitive sector due to many players ,so maintaining low margins is big challenge
  2. Grocery prices in Germany are lower than rest of the Europe, so they expect low price whenever they come to shop

The threats in the SWOT Analysis of Kaufland are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Kaufland SWOT analysis.

About Kaufland

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Kaufland Overview
Parent Company





Lifestyle and Retail

Tagline/ Slogan

Where quality costs less


Quality within cost

Kaufland STP

Individuals looking to daily needs grocery stores

Target Market

Middle class households


Large variety within price

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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