SWOT ANALYSIS ON REWE

abhishreshthaa

New member
REWE is a supermarket chain in Germany and part of the Cologne-based REWE Group. REWE have more than 15,000 stores and 211,000 employees world wide.

Their catchphrase is "Jeden Tag ein bisschen besser." (English: A little better every day.)

Their own store brand products are branded as "ja!" and as "REWE".



Strengths
Second largest retailer in the market, with three different formats established
Substantial lead ahead of its international rivals.
Billa supermarkets have a good position in their city centre location, leaving them plenty of opportunities to expand once the economy develops further

Weaknesses
Even though the XXL Mega Discount stores have an attractive low cost concept, their size limits their locations to the periphery of towns.
Billa supermarkets are confined to more affluent city area, of which there are not many at the present time.
Slow growth in cash & carry sector compared to Metro.

Opportunities
Further expansion of the three banners, increasing the lead on this potentially lucrative market.
All three formats have a specific and valuable customer base.
Introduction of Penny discount stores to fill in the gaps in residential areas where XXL Mega Discount stores are too large to open.


Threats
Kaufland stores represent a direct and serious competition to XXL Mega Discount stores.
The Romanian market will experience a surge in interest as the economy develops and after the EU integration
 
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