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Avenue Supermarts (AVEU) SWOT Analysis / TOWS Matrix / MBA Resources

Introduction to SWOT Analysis

SWOT Analysis / TOWS Matrix for Avenue Supermarts (India)


Based on various researches at Oak Spring University , Avenue Supermarts is operating in a macro-environment that has been destablized by – cloud computing is disrupting traditional business models, wage bills are increasing, customer relationship management is fast transforming because of increasing concerns over data privacy, there is increasing trade war between United States & China, increasing transportation and logistics costs, increasing government debt because of Covid-19 spendings, digital marketing is dominated by two big players Facebook and Google, supply chains are disrupted by pandemic , banking and financial system is disrupted by Bitcoin and other crypto currencies, etc



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Introduction to SWOT Analysis of Avenue Supermarts


SWOT stands for an organization’s Strengths, Weaknesses, Opportunities and Threats . At Oak Spring University, we believe that Avenue Supermarts can use SWOT analysis as a strategic management tool to assess the current internal strengths and weaknesses of the Avenue Supermarts, and to figure out the opportunities and threats in the macro environment – technological, environmental, political, economic, social, demographic, etc in which Avenue Supermarts operates in.

According to Harvard Business Review, 75% of the managers use SWOT analysis for various purposes such as – evaluating current scenario, strategic planning, new venture feasibility, personal growth goals, new market entry, Go To market strategies, portfolio management and strategic trade-off assessment, organizational restructuring, etc.




SWOT Objectives / Importance of SWOT Analysis and SWOT Matrix


SWOT analysis of Avenue Supermarts can be done for the following purposes –
1. Strategic planning of Avenue Supermarts
2. Improving business portfolio management of Avenue Supermarts
3. Assessing feasibility of the new initiative in India
4. Making a Retail (Grocery) sector specific business decision
5. Set goals for the organization
6. Organizational restructuring of Avenue Supermarts




Strengths of Avenue Supermarts | Internal Strategic Factors
What are Strengths in SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

The strengths of Avenue Supermarts are -

Highly skilled collaborators

– Avenue Supermarts has highly efficient outsourcing and offshoring strategy. It has resulted in greater operational flexibility and bringing down the costs in highly price sensitive Retail (Grocery) industry. Secondly the value chain collaborators of Avenue Supermarts have helped the firm to develop new products and bring them quickly to the marketplace.

Organizational Resilience of Avenue Supermarts

– The covid-19 pandemic has put organizational resilience at the centre of everthing Avenue Supermarts does. Organizational resilience comprises - Financial Resilience, Operational Resilience, Technological Resilience, Organizational Resilience, Business Model Resilience, and Reputation Resilience.

Low bargaining power of suppliers

– Suppliers of Avenue Supermarts in the Services sector have low bargaining power. Avenue Supermarts has further diversified its suppliers portfolio by building a robust supply chain across various countries. This helps Avenue Supermarts to manage not only supply disruptions but also source products at highly competitive prices.

Diverse revenue streams

– Avenue Supermarts is present in almost all the verticals within the Retail (Grocery) industry. This has provided Avenue Supermarts a diverse revenue stream that has helped it to survive disruptions such as global pandemic in Covid-19, financial disruption of 2008, and supply chain disruption of 2021.

Learning organization

- Avenue Supermarts is a learning organization. It has inculcated three key characters of learning organization in its processes and operations – exploration, creativity, and expansiveness. The work place at Avenue Supermarts is open place that encourages instructiveness, ideation, open minded discussions, and creativity. Employees and leaders at Avenue Supermarts emphasize – knowledge, initiative, and innovation.

High brand equity

– Avenue Supermarts has strong brand awareness and brand recognition among both - the exiting customers and potential new customers. Strong brand equity has enabled Avenue Supermarts to keep acquiring new customers and building profitable relationship with both the new and loyal customers.

Ability to lead change in Retail (Grocery)

– Avenue Supermarts is one of the leading players in the Retail (Grocery) industry in India. Over the years it has not only transformed the business landscape in the Retail (Grocery) industry in India but also across the existing markets. The ability to lead change has enabled Avenue Supermarts in – penetrating new markets, reaching out to new customers, and providing different value propositions to different customers in the international markets.

Successful track record of launching new products

– Avenue Supermarts has launched numerous new products in last few years, keeping in mind evolving customer preferences and competitive pressures. Avenue Supermarts has effective processes in place that helps in exploring new product needs, doing quick pilot testing, and then launching the products quickly using its extensive distribution network.

Training and development

– Avenue Supermarts has one of the best training and development program in Services industry. The effectiveness of the training programs can be measured in – employees retention, in-house promotion, loyalty, new venture initiation, lack of conflict, and high level of both employees and customer engagement.

Digital Transformation in Retail (Grocery) industry

- digital transformation varies from industry to industry. For Avenue Supermarts digital transformation journey comprises differing goals based on market maturity, customer technology acceptance, and organizational culture. Avenue Supermarts has successfully integrated the four key components of digital transformation – digital integration in processes, digital integration in marketing and customer relationship management, digital integration into the value chain, and using technology to explore new products and market opportunities.

Strong track record of project management in the Retail (Grocery) industry

– Avenue Supermarts is known for sticking to its project targets. This enables the firm to manage – time, project costs, and have sustainable margins on the projects.

High switching costs

– The high switching costs that Avenue Supermarts has built up over years in its products and services combo offer has resulted in high retention of customers, lower marketing costs, and greater ability of the firm to focus on its customers.






Weaknesses of Avenue Supermarts | Internal Strategic Factors
What are Weaknesses in SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

The weaknesses of Avenue Supermarts are -

Skills based hiring in Retail (Grocery) industry

– The stress on hiring functional specialists at Avenue Supermarts has created an environment where the organization is dominated by functional specialists rather than management generalist. This has resulted into product oriented approach rather than marketing oriented approach or consumers oriented approach.

Workers concerns about automation

– As automation is fast increasing in the Retail (Grocery) industry, Avenue Supermarts needs to come up with a strategy to reduce the workers concern regarding automation. Without a clear strategy, it could lead to disruption and uncertainty within the organization.

Slow to harness new channels of communication

– Even though competitors are using new communication channels such as Instagram, Tiktok, and Snap, Avenue Supermarts is slow explore the new channels of communication. These new channels of communication can help Avenue Supermarts to provide better information regarding Retail (Grocery) products and services. It can also build an online community to further reach out to potential customers.

Interest costs

– Compare to the competition, Avenue Supermarts has borrowed money from the capital market at higher rates. It needs to restructure the interest payment and costs so that it can compete better and improve profitability.

Increasing silos among functional specialists

– The organizational structure of Avenue Supermarts is dominated by functional specialists. It is not different from other players in the Retail (Grocery) industry, but Avenue Supermarts needs to de-silo the office environment to harness the true potential of its workforce. Secondly the de-silo will also help Avenue Supermarts to focus more on services in the Retail (Grocery) industry rather than just following the product oriented approach.

Lack of clear differentiation of Avenue Supermarts products

– To increase the profitability and margins on the products, Avenue Supermarts needs to provide more differentiated products than what it is currently offering in the marketplace.

High dependence on existing supply chain

– The disruption in the global supply chains because of the Covid-19 pandemic and blockage of the Suez Canal illustrated the fragile nature of Avenue Supermarts supply chain. Even after few cautionary changes, Avenue Supermarts is still heavily dependent upon the existing supply chain. The existing supply chain though brings in cost efficiencies but it has left Avenue Supermarts vulnerable to further global disruptions in South East Asia.

High bargaining power of channel partners in Retail (Grocery) industry

– because of the regulatory requirements in India, Avenue Supermarts is facing high bargaining power of the channel partners. So far it has not able to streamline the operations to reduce the bargaining power of the value chain partners in the Retail (Grocery) industry.

Aligning sales with marketing

– From the outside it seems that Avenue Supermarts needs to have more collaboration between its sales team and marketing team. Sales professionals in the Retail (Grocery) industry have deep experience in developing customer relationships. Marketing department at Avenue Supermarts can leverage the sales team experience to cultivate customer relationships as Avenue Supermarts is planning to shift buying processes online.

Capital Spending Reduction

– Even during the low interest decade, Avenue Supermarts has not been able to do capital spending to the tune of the competition. This has resulted into fewer innovations and company facing stiff competition from both existing competitors and new entrants who are disrupting the Retail (Grocery) industry using digital technology.

High cash cycle compare to competitors

Avenue Supermarts has a high cash cycle compare to other players in the Retail (Grocery) industry. It needs to shorten the cash cycle by 12% to be more competitive in the marketplace, reduce inventory costs, and be more profitable.




Avenue Supermarts Opportunities | External Strategic Factors
What are Opportunities in the SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis


The opportunities of Avenue Supermarts are -

Creating value in data economy

– The success of analytics program of Avenue Supermarts has opened avenues for new revenue streams for the organization in Retail (Grocery) industry. This can help Avenue Supermarts to build a more holistic ecosystem for Avenue Supermarts products in the Retail (Grocery) industry by providing – data insight services, data privacy related products, data based consulting services, etc.

Redefining models of collaboration and team work

– As explained in the weaknesses section, Avenue Supermarts is facing challenges because of the dominance of functional experts in the organization. Avenue Supermarts can utilize new technology in the field of Retail (Grocery) industry to build more coordinated teams and streamline operations and communications using tools such as CAD, Zoom, etc.

Low interest rates

– Even though inflation is raising its head in most developed economies, Avenue Supermarts can still utilize the low interest rates to borrow money for capital investment. Secondly it can also use the increase of government spending in infrastructure projects to get new business.

Manufacturing automation

– Avenue Supermarts can use the latest technology developments to improve its manufacturing and designing process in Retail (Grocery) sector. It can use CAD and 3D printing to build a quick prototype and pilot testing products. It can leverage automation using machine learning and artificial intelligence to do faster production at lowers costs, and it can leverage the growth in satellite and tracking technologies to improve inventory management, transportation, and shipping.

Increase in government spending

– As the United States and other governments are increasing social spending and infrastructure spending to build economies post Covid-19, Avenue Supermarts can use these opportunities to build new business models that can help the communities that Avenue Supermarts operates in. Secondly it can use opportunities from government spending in Retail (Grocery) sector.

Lowering marketing communication costs

– 5G expansion will open new opportunities for Avenue Supermarts in the field of marketing communication. It will bring down the cost of doing business, provide technology platform to build new products in the Retail (Grocery) industry, and it will provide faster access to the consumers.

Using analytics as competitive advantage

– Avenue Supermarts has spent a significant amount of money and effort to integrate analytics and machine learning into its operations in Retail (Grocery) sector. This continuous investment in analytics has enabled Avenue Supermarts to build a competitive advantage using analytics. The analytics driven competitive advantage can help Avenue Supermarts to build faster Go To Market strategies, better consumer insights, developing relevant product features, and building a highly efficient supply chain.

Better consumer reach

– The expansion of the 5G network will help Avenue Supermarts to increase its market reach. Avenue Supermarts will be able to reach out to new customers. Secondly 5G will also provide technology framework to build new tools and products that can help more immersive consumer experience and faster consumer journey.

Identify volunteer opportunities

– Covid-19 has impacted working population in two ways – it has led to people soul searching about their professional choices, resulting in mass resignation. Secondly it has encouraged people to do things that they are passionate about. This has opened opportunities for businesses to build volunteer oriented socially driven projects. Avenue Supermarts can explore opportunities that can attract volunteers and are consistent with its mission and vision.

Changes in consumer behavior post Covid-19

– consumer behavior has changed in the Retail (Grocery) industry because of Covid-19 restrictions. Some of this behavior will stay once things get back to normal. Avenue Supermarts can take advantage of these changes in consumer behavior to build a far more efficient business model. For example consumer regular ordering of products can reduce both last mile delivery costs and market penetration costs. Avenue Supermarts can further use this consumer data to build better customer loyalty, provide better products and service collection, and improve the value proposition in inflationary times.

Leveraging digital technologies

– Avenue Supermarts can leverage digital technologies such as artificial intelligence and machine learning to automate the production process, customer analytics to get better insights into consumer behavior, realtime digital dashboards to get better sales tracking, logistics and transportation, product tracking, etc.

Buying journey improvements

– Avenue Supermarts can improve the customer journey of consumers in the Retail (Grocery) industry by using analytics and artificial intelligence. It can provide automated chats to help consumers solve their own problems, provide online suggestions to get maximum out of the products and services, and help consumers to build a community where they can interact with each other to develop new features and uses.

Building a culture of innovation

– managers at Avenue Supermarts can make experimentation a productive activity and build a culture of innovation using approaches such as – mining transaction data, A/B testing of websites and selling platforms, engaging potential customers over various needs, and building on small ideas in the Retail (Grocery) industry.




Threats Avenue Supermarts External Strategic Factors
What are Threats in the SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis


The threats of Avenue Supermarts are -

Technology disruption because of hacks, piracy etc

– The colonial pipeline illustrated, how vulnerable modern organization are to international hackers, miscreants, and disruptors. The cyber security interruption, data leaks, etc can seriously jeopardize the future growth of the organization.

High level of anxiety and lack of motivation

– the Great Resignation in United States is the sign of broader dissatisfaction among the workforce in United States. Avenue Supermarts needs to understand the core reasons impacting the Retail (Grocery) industry. This will help it in building a better workplace.

Increasing international competition and downward pressure on margins

– Apart from technology driven competitive advantage dilution, Avenue Supermarts can face downward pressure on margins from increasing competition from international players. The international players have stable revenue in their home market and can use those resources to penetrate Avenue Supermarts prominent markets.

Learning curve for new practices

– As the technology based on artificial intelligence and machine learning platform is getting complex, Avenue Supermarts may face longer learning curve for training and development of existing employees. This can open space for more nimble competitors in the field of Retail (Grocery) sector.

Instability in the European markets

– European Union markets are facing three big challenges post Covid – expanded balance sheets, Brexit related business disruption, and aggressive Russia looking to distract the existing security mechanism. Avenue Supermarts will face different problems in different parts of Europe. For example it will face inflationary pressures in UK, France, and Germany, balance sheet expansion and demand challenges in Southern European countries, and geopolitical instability in the Eastern Europe.

Shortening product life cycle

– it is one of the major threat that Avenue Supermarts is facing in Retail (Grocery) sector. It can lead to higher research and development costs, higher marketing expenses, lower customer loyalty, etc.

Barriers of entry lowering

– As technology is more democratized, the barriers to entry to Retail (Grocery) industry are lowering. It can presents Avenue Supermarts with greater competitive threats in the near to medium future. Secondly it will also put downward pressure on pricing throughout the Retail (Grocery) sector.

Technology acceleration in Forth Industrial Revolution

– Avenue Supermarts has witnessed rapid integration of technology during Covid-19 in the Retail (Grocery) industry. As one of the leading players in the industry, Avenue Supermarts needs to keep up with the evolution of technology in the Retail (Grocery) sector. According to Mckinsey study top managers believe that the adoption of technology in operations, communications is 20-25 times faster than what they planned in the beginning of 2019.

Regulatory challenges

– Avenue Supermarts needs to prepare for regulatory challenges as consumer protection groups and other pressure groups are vigorously advocating for more regulations on big business - to reduce inequality, to create a level playing field, to product data privacy and consumer privacy, to reduce the influence of big money on democratic institutions, etc. This can lead to significant changes in the Retail (Grocery) industry regulations.

New competition

– After the dotcom bust of 2001, financial crisis of 2008-09, the business formation in US economy had declined. But in 2020 alone, there are more than 1.5 million new business applications in United States. This can lead to greater competition for Avenue Supermarts in the Retail (Grocery) sector and impact the bottomline of the organization.

Stagnating economy with rate increase

– Avenue Supermarts can face lack of demand in the market place because of Fed actions to reduce inflation. This can lead to sluggish growth in the economy, lower demands, lower investments, higher borrowing costs, and consolidation in the Retail (Grocery) industry.

Increasing wage structure of Avenue Supermarts

– Post Covid-19 there is a sharp increase in the wages especially in the jobs that require interaction with people. The increasing wages can put downward pressure on the margins of Avenue Supermarts.

Backlash against dominant players

– US Congress and other legislative arms of the government are getting tough on big business especially technology companies. The digital arm of Avenue Supermarts business can come under increasing regulations regarding data privacy, data security, etc.




Weighted SWOT Analysis of Avenue Supermarts Template, Example


Not all factors mentioned under the Strengths, Weakness, Opportunities, and Threats quadrants in the SWOT Analysis are equal. Managers at Avenue Supermarts needs to zero down on the relative importance of each factor mentioned in the Strengths, Weakness, Opportunities, and Threats quadrants. We can provide the relative importance to each factor by assigning relative weights. Weighted SWOT analysis process is a three stage process –

First stage for doing weighted SWOT analysis of Avenue Supermarts is to rank the strengths and weaknesses of the organization. This will help you to assess the most important strengths and weaknesses of the firm and which one of the strengths and weaknesses mentioned in the initial lists are marginal and can be left out.

Second stage for conducting weighted SWOT analysis of Avenue Supermarts is to give probabilities to the external strategic factors thus better understanding the opportunities and threats arising out of macro environment changes and developments.

Third stage of constructing weighted SWOT analysis of Avenue Supermarts to provide strategic recommendations includes – joining likelihood of external strategic factors such as opportunities and threats to the internal strategic factors – strengths and weaknesses. You should start with external factors as they will provide the direction of the overall industry. Secondly by joining probabilities with internal strategic factors can help the company not only strategic fit but also the most probably strategic trade-off that Avenue Supermarts needs to make to build a sustainable competitive advantage.



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