Kaufland SWOT Analysis
Here is a detailed SWOT analysis of Kaufland covering strengths, weaknesses, opportunities and threats.
Kaufland Strengths
- It is one of the German’s largest hypermarket chain and chain operates 1000 stores in Slovakia, Poland , Bulgaria
- It offers large variety of products in different SKU with lowest prices
- Acquisition of smaller stores strengthened its brand presence
- The company has approximately 75,000 employees
- 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
- Strong competition means the brand has limited market share
- 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
- The German government has encouraged hypermarket installation
- German consumers’ propensity to buy is higher in Europe
- 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
- Hypermarket is highly competitive sector due to many players ,so maintaining low margins is big challenge
- 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 |
Kaufland |
| Category |
Retail |
| Sector | |
| Tagline/ Slogan |
Where quality costs less |
| USP |
Quality within cost |
| Kaufland STP | |
| Segmentation |
Individuals looking to daily needs grocery stores |
| Target Market |
Middle class households |
| Positioning |
Large variety within price |
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