Metro AG in Retailing

Company Profile

About This Report

Jun 2016

Metro AG, has undergone massive restructuring over 2010-2015, withdrawing from international markets, selling its department store business and building a very large network of convenience franchises in Eastern Europe. Increasingly, its focus is on the Media Markt/Saturn electronics and appliance specialist brand and Real hypermarkets, and the company aims to split the two into separate companies in the near future.

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Metro AG in Retailing

Euromonitor International's report on Metro AG delivers a detailed strategic analysis of the company's business, examining its performance in the Non-Store Retailing market and the global economy.

Company and market share data provide a detailed look at the financial position of Metro AG, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Metro AG.

This report examines:
  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Metro AG provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research You Can Trust:

Euromonitor International's company profile reports are written by our Non-Store Retailing research team, a dedicated group of analysts that knows the industry inside and out.

Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

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Scope of the Report


Strategic Evaluation

Key company facts
R estructuring drives decline in values
Rationalisation impacts sales across the portfolio
SWOT: Metro AG
Key challenges

Competitive Positioning

Metro’s restructure and geographic narrowness sees sales fall
Competitive context: R etailing

Domestic Strategy

Germany remains core as business shrinks
Retailing mix narrows post- Kaufhof
German stores consumer electronics focus
Metro’s hypermarket business still struggling
Metro’s hypermarket business still struggling
Metro focuses more on electronics and appliance specialists

International Strategy

Modest share in most markets
Western Europe comes to fore as Metro divests
Electronics/appliance specialists key for Metro
Convenience stores franchise growth in Eastern Europe

Multi-Channel Strategy

Electronics and online set to be the lions of the company
Electronics and appliance specialists multichannel focus
Hypermarkets business looking leaner and maybe meaner
Media Markt /Saturn brand equity offsets late start

Brand and Private Label Strategies

Portfolio undergoes overhaul over the review period
Metro portfolio sees focus on core competence
Media Markt /Saturn look to Europe and digital to grow
Segmented electronic branding
Real strives to keep up in the hypermarkets channel


Energy consumption and carbon footprint; internet retailing capacity

Opportunities and Recommendations

Key recommendations (1)
Key recommendations (2)