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  3. NTUC FairPrice Co-Operative SWOT Analysis

NTUC FairPrice Co-Operative SWOT Analysis

Published in Lifestyle and Retail category by MBA Skool Team Last Updated: March 13, 2024Reading time:

Here is a detailed SWOT analysis of NTUC FairPrice Co-Operative covering strengths, weaknesses, opportunities and threats.

NTUC FairPrice Co-Operative Strengths

  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

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

NTUC FairPrice Co-Operative Weaknesses

  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

These were the weaknesses in the NTUC FairPrice Co-Operative SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

NTUC FairPrice Co-Operative Opportunities

  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

Above we covered the opportunities in NTUC FairPrice Co-Operative SWOT Analysis. The opportunities for any brand can include prospects of future growth.

NTUC FairPrice Co-Operative Threats

  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.

The threats in the SWOT Analysis of NTUC FairPrice Co-Operative are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the NTUC FairPrice Co-Operative SWOT analysis.

About NTUC FairPrice Co-Operative

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

NTUC FairPrice Co-Operative Overview
Parent Company

Singapore National Trades Union Congress (SNTUC)


Supermarket Chain


Lifestyle and Retail

Tagline/ Slogan

Singapore's very own


Promise to provide a fair price

NTUC FairPrice Co-Operative STP

on the basis of Price, Age, Lifestyle

Target Market

Price conscious, Young Customer, Busy lifestyle


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


This article has been researched & authored by the Content & Research Team. 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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