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Metro AG SWOT & PESTLE Analysis

ID : 52536453| Apr 2019| 15 pages


Business Sector :Food Wholesale

Operating Geography :Germany, Europe, Global

About Metro AG :

METRO is an internationally leading specialist in wholesale and food retail. At its core, the group consists of the sales lines METRO/MAKRO Cash & Carry and Real. METRO/MAKRO Cash & Carry is active around the world in the self-service wholesale trade - with 760 wholesale stores in 25 countries. Real operates more than 280 hypermarkets throughout Germany, making it one of the country’s leaders in the hypermarket business. Metro aims to sign a deal to sell its loss-making Real hypermarkets chain in 2019.
The group further includes delivery specialists which give METRO a worldwide presence and a strong position in the food service distribution (FSD) sector. The portfolio of the new METRO also includes the start-up network METRO Accelerator powered by Techstars, which supports entrepreneurial teams from around the world in the development of digital solutions.

Metro AG Revenue :

€ 36,534 million (2017–2018)

Competitive Analysis of Metro AG

The SWOT analysis of Metro AG is presented below:
1. Focus on digitalisation of Operations
2. Omnichannel presence
3. Intensified sustainability approach
1. Sluggish financial growth
2. Challenges in Russian business
3. Majorly reliant on its home German market
1. More focus on Wholesale Business
2. Profile enhancement towards Hospitality Sector
3. Opportunity in food service distribution
1. Negative currency effects
2. Soaring labour costs
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Detailed SWOT Analysis of Metro AG



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1. More focus on Wholesale Business: At the end of the financial year 2018, Metro decided to sell their hypermarket business which was struggling and posted a loss and sales slide by 7.2% in the quarter ending March, 2018. Real has 282 stores and a staff strength of 34,000 employees, sought to build up an e-commerce operation in recent years, with online orders now accounting for 2 percent of sales. It has also clashed with trade unions when trying to implement lower pay for their new hires. Its total sales fell by 3.1 percent to 7.2 billion euros in the financial year of 2016/17. This move constitutes an important step in their project of fully focusing on their wholesale business. They have put in place the best conditions to give Real a successful and independent future on its own. Besides the Food Lover concept and the strong online presence, securing competitive cost structures was an important and groundbreaking step for Metro. By deciding to search for a new owner for Real who will be able to provide better support for the business, the company set the course for becoming a pure wholesaler. Aided by the consistent optimization of the portfolio and strategic acquisitions, METRO will be able to concentrate on future targets.

2. Profile Enhancement towards Hospitality Sector: Metro has enhanced its profile even further and they have started to focus more consistently on the customer groups hotels, restaurants and catering companies (HoReCa) as well as independent traders. Their focus on the hospitality sector is expected to continue in the years to come. In this area we see a trend, because the global hospitality sector is growing and will offer further potential for their customers and them in the future. Also favourable economic conditions and higher incomes are changing consumer behaviour across many countries. The clear focus on their HoReCa customers is also reflected in the modernisation of their store-based business which is very much visible in the reconstruction of the METRO wholesale store at their home base in Düsseldorf. In order to save hospitality operators time for their purchases, the delivery routes have been optimised and the product mix has been tailored to meet their needs more efficiently.


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SWOT & (2020). Metro AG SWOT & PESTLE Analysis - SWOT & [online] Available at: [Accessed 04 Jun, 2020].

In-text: (SWOT &, 2020)

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Metro AG SWOT and PESTLE analysis has been conducted by Akansha Choudhary and reviewed by senior analysts from Barakaat Consulting.

Copyright of Metro AG SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.

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Metro AG SWOT & PESTLE Analysis
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