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Company > Metcash: Business Model, SWOT Analysis, and Competitors 2023

Metcash: Business Model, SWOT Analysis, and Competitors 2023

Published: Feb 16, 2023

Inside This Article


    In this blog article, we will delve into Metcash's business model, conduct a SWOT analysis, and explore its competitors in 2023. Metcash is an Australian wholesale distribution and marketing company that operates in the grocery, liquor, and hardware sectors. By understanding Metcash's business model, we can gain insights into its key operations and revenue streams. Additionally, a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis will provide a comprehensive evaluation of the company's internal and external factors. Finally, we will also examine the competitive landscape in which Metcash operates, highlighting its main rivals in the industry.

    What You Will Learn:

    • Who owns Metcash and the key stakeholders involved in the company's ownership structure.
    • The mission statement of Metcash and how it guides the company's strategic direction and decision-making.
    • How Metcash generates revenue and the various sources of income for the company.
    • An in-depth explanation of Metcash's business model canvas, outlining the key components and their interrelationships.
    • An overview of the main competitors of Metcash in the market and how they compare in terms of market share and offerings.
    • A comprehensive SWOT analysis of Metcash, highlighting its strengths, weaknesses, opportunities, and threats in the industry.

    Who owns Metcash?

    Overview of Metcash

    Metcash is one of Australia's leading wholesale distribution and marketing companies, primarily operating in the grocery, liquor, and hardware sectors. With a significant presence in the Australian retail industry, it is crucial to understand the ownership structure of such a prominent player. This section delves into the ownership of Metcash, shedding light on the key stakeholders involved.


    Metcash is a publicly listed company on the Australian Securities Exchange (ASX), meaning its ownership is dispersed among various shareholders. As of the latest available data, the company has a diverse shareholder base consisting of individual and institutional investors.

    Among the institutional investors, some of the major shareholders of Metcash include well-known asset management firms such as BlackRock, Vanguard Group, and State Street Global Advisors. These institutional investors often hold significant stakes in the company, which can influence decision-making processes and overall corporate strategy.

    Additionally, the company's executive management team and board of directors also hold a portion of the company's shares, aligning their interests with those of the shareholders.

    Significant Stakeholders

    Apart from the shareholders, there are other significant stakeholders who play a crucial role in Metcash's ownership and operations. These stakeholders include suppliers, customers, employees, and regulatory bodies.

    Suppliers play a vital role in Metcash's business model, as the company relies on partnerships with a wide range of suppliers to ensure a consistent supply of goods to its retail customers. These suppliers, ranging from large multinational companies to local producers, contribute to the overall success and profitability of Metcash.

    Customers, comprising independent retailers and franchisees, also possess a stake in Metcash's success. Their loyalty and continued business with Metcash directly impact the company's financial performance and market share.

    Employees form another essential stakeholder group for Metcash. With thousands of employees across its various divisions and operations, the company's success heavily relies on their skills, dedication, and commitment to delivering exceptional service to customers.

    Lastly, regulatory bodies such as the Australian Securities and Investments Commission (ASIC) and the Australian Competition and Consumer Commission (ACCC) oversee Metcash's operations, ensuring compliance with laws and regulations governing the retail industry. These regulatory bodies have the authority to influence Metcash's ownership structure and practices through their oversight and enforcement powers.


    While Metcash is a publicly listed company, its ownership is dispersed among various shareholders, including institutional investors, management, and board members. The company's success also relies on its relationships with suppliers, customers, employees, and regulatory bodies. Understanding the ownership structure and the involvement of these stakeholders provides valuable insights into the dynamics of Metcash's operations and its position within the Australian retail industry.

    What is the mission statement of Metcash?

    The Mission Statement of Metcash: Delivering Value and Success to Independent Retailers

    Metcash, an Australian wholesale distribution and marketing company, has a clear and concise mission statement that guides its operations and strategic decisions. The mission statement of Metcash can be summarized as follows:

    "Delivering value and success to independent retailers."

    This mission statement reflects the core purpose and focus of Metcash, which is to support and empower independent retailers across various sectors, including grocery, liquor, hardware, and automotive. By delivering value and enabling success, Metcash aims to strengthen the competitiveness and sustainability of independent retailers in a challenging market environment.

    Metcash recognizes the importance of independent retailers in fostering local communities, creating employment opportunities, and providing diverse product offerings to consumers. The company's mission statement underscores its commitment to helping these retailers thrive and grow, thereby contributing to the overall vibrancy of the Australian retail landscape.

    To fulfill its mission, Metcash employs a range of strategies and initiatives. Firstly, the company leverages its extensive network, scale, and expertise to negotiate favorable terms with suppliers. By securing competitive pricing and a wide assortment of products, Metcash enables independent retailers to remain price-conscious and offer a compelling value proposition to their customers.

    Moreover, Metcash provides comprehensive support services to its retail partners, including marketing and promotional assistance, category management expertise, and training programs. These initiatives help independent retailers enhance their operational efficiency, optimize their product mix, and attract and retain loyal customers.

    In addition to value and support, Metcash fosters success among independent retailers by facilitating collaboration and knowledge-sharing. The company organizes regular forums, conferences, and networking events, where retailers can connect, exchange ideas, and learn from industry experts. By creating a community of like-minded retailers, Metcash encourages innovation, best practices, and collective growth.

    Overall, the mission statement of Metcash encapsulates its dedication to championing the interests of independent retailers and empowering them to thrive in a competitive marketplace. Through the delivery of value, support services, and opportunities for collaboration, Metcash enables these retailers to achieve sustainable success while contributing to the vitality of local communities.

    How does Metcash make money?

    Wholesale Distribution

    Metcash primarily generates revenue through its wholesale distribution operations. As one of the largest wholesale distributors in Australia, the company supplies a wide range of products to independent retailers across various sectors such as grocery, liquor, hardware, and automotive. Through its extensive network of warehouses and distribution centers, Metcash ensures the efficient delivery of goods to thousands of retail outlets nationwide.

    By leveraging its scale and negotiating power, Metcash is able to source products from both local and international suppliers at competitive prices. These products are then sold to independent retailers, who rely on Metcash for their inventory needs. In return, Metcash earns a margin on the products it distributes, contributing significantly to its revenue stream.

    Retail Brands

    In addition to its wholesale distribution business, Metcash also owns and operates several retail brands. These retail operations provide Metcash with an additional revenue stream and allow the company to capture a larger share of the market.

    One of Metcash's prominent retail brands is IGA (Independent Grocers of Australia). IGA is a well-known supermarket chain consisting of independently owned and operated stores. Through its IGA stores, Metcash directly competes with major supermarket chains in Australia, offering a differentiated shopping experience tailored to the needs of local communities. The revenue generated from IGA stores contributes to Metcash's overall financial performance.

    Metcash also owns other retail brands such as Mitre 10 (hardware and home improvement) and Cellarbrations (liquor). These retail brands enable Metcash to diversify its revenue streams and tap into different consumer markets.

    Service Fees and Support

    Apart from wholesale distribution and retail operations, Metcash earns revenue through various service fees and support provided to its network of independent retailers. Metcash offers a range of services to assist retailers in areas such as marketing, merchandising, store operations, and IT systems. These services are designed to enhance the competitiveness and profitability of independent retailers, ultimately benefiting both parties.

    Retailers pay fees to access these services, which contribute to Metcash's revenue. By providing valuable support and expertise, Metcash helps its retail partners thrive in a challenging market environment, fostering long-term relationships and generating a steady income stream.


    Metcash generates revenue primarily through its wholesale distribution operations, retail brands, and service fees. Its extensive network of independent retailers, supported by a range of services, enables the company to capture a significant portion of the Australian market. By diversifying its revenue streams and focusing on providing value to its customers, Metcash continues to thrive in the competitive retail industry.

    Metcash Business Model Canvas Explained

    What is a Business Model Canvas?

    A Business Model Canvas is a strategic management tool that provides a visual representation of a company's business model. It is a framework that helps businesses understand and analyze all aspects of their operations, including their value proposition, customer segments, revenue streams, key activities, resources, and partnerships.

    Understanding the Metcash Business Model Canvas

    Metcash, an Australian wholesale distribution and marketing company, utilizes the Business Model Canvas to gain a comprehensive understanding of its business operations and overall strategy. By examining each component of the canvas, Metcash can identify areas of strength, areas for improvement, and potential opportunities for growth.

    Key Components of the Metcash Business Model Canvas

    1. Value Proposition: Metcash aims to provide independent retailers with a wide range of products, efficient supply chain solutions, and marketing support. By offering a comprehensive suite of services, Metcash helps these retailers compete effectively against larger supermarket chains.

    2. Customer Segments: Metcash primarily serves independent retailers in various industries, including grocery, liquor, hardware, and automotive. Understanding the specific needs and preferences of these customer segments allows Metcash to tailor its offerings accordingly.

    3. Channels: Metcash utilizes a multi-channel approach to reach its customers. It operates through various distribution centers and warehouses to ensure efficient delivery and supply of products. Additionally, Metcash leverages technology by providing online ordering platforms and digital marketing support.

    4. Revenue Streams: The primary revenue stream for Metcash comes from the sale of products to its network of independent retailers. It generates revenue through product markups, service fees, and promotional activities. Moreover, Metcash also offers value-added services such as marketing campaigns and loyalty programs, contributing to additional revenue streams.

    5. Key Activities: Metcash engages in a range of activities to support its customers and maintain its competitive advantage. These include procurement and negotiation with suppliers, logistics and distribution management, marketing and promotional campaigns, and ongoing customer support.

    6. Key Resources: Metcash relies on a variety of resources to support its operations. This includes a vast network of suppliers, warehouses, and distribution centers strategically located throughout the country. Furthermore, Metcash's experienced workforce and technological infrastructure are vital resources that drive its operations.

    7. Key Partnerships: Collaborative partnerships are crucial for Metcash's success. It works closely with suppliers to secure favorable terms, negotiate pricing, and ensure timely delivery of products. Additionally, Metcash partners with technology providers, marketing agencies, and industry associations to enhance its capabilities and stay ahead of market trends.


    The Business Model Canvas provides a holistic view of Metcash's business model, enabling the company to identify opportunities for growth and optimize its operations. By consistently evaluating and adapting its strategy using this framework, Metcash can remain competitive in the ever-evolving wholesale distribution and marketing industry.

    Which companies are the competitors of Metcash?


    Coles is one of the main competitors of Metcash. As one of Australia's largest supermarket chains, Coles operates over 800 stores nationwide. Similar to Metcash, Coles operates in the grocery retail sector and offers a wide range of products, including fresh produce, meat, dairy, and household essentials. With a strong presence and a well-established brand, Coles competes directly with Metcash in attracting customers and capturing market share.


    Woolworths is another major competitor of Metcash. Being one of the largest supermarket chains in Australia, Woolworths operates over 1,000 stores across the country. Like Metcash and Coles, Woolworths offers a diverse range of products, including groceries, fresh food, and household items. With a strong emphasis on customer service, competitive pricing, and a loyal customer base, Woolworths poses a significant challenge to Metcash in terms of market share and profitability.


    Aldi is a German discount supermarket chain that has rapidly expanded in Australia in recent years. Known for its low prices and streamlined product selection, Aldi has gained a significant market share in the grocery retail sector. While Metcash primarily operates through independent retailers, Aldi's direct-to-consumer approach presents a unique challenge. With its focus on value and affordability, Aldi competes with Metcash by offering a different shopping experience to consumers.

    IGA (Independent Grocers of Australia)

    IGA is a network of independent grocery retailers across Australia. Unlike the large supermarket chains, IGA stores are individually owned and operated. However, they face similar challenges as Metcash in terms of competing against the larger players in the market. While IGA stores benefit from local community support and personalized service, they often struggle to match the scale and buying power of companies like Coles and Woolworths. This competition for market share among independent retailers further adds to the competitive landscape for Metcash.


    Costco is a membership-based warehouse club that operates globally, including in Australia. Known for its bulk-buying model and discounted prices, Costco appeals to both households and businesses. Although Costco's model differs from traditional supermarkets, it still competes with Metcash by offering a wide range of retail products, including groceries, electronics, and household goods. With its large warehouse stores and attractive membership benefits, Costco poses a unique challenge to Metcash in capturing customers seeking value and variety.

    Overall, Metcash faces robust competition from various players in the Australian grocery retail sector. The competition comes from both large supermarket chains like Coles and Woolworths, as well as discount retailers like Aldi and warehouse clubs like Costco. Additionally, the presence of independent retailers organized under the IGA banner adds another layer of competition. To stay competitive, Metcash needs to continually adapt its strategies and offerings to differentiate itself in the market.

    Metcash SWOT Analysis


    Metcash, one of Australia's leading wholesale distribution and marketing companies, possesses several key strengths that have contributed to its success in the industry.

    1. Established Market Presence: With over 100 years of experience, Metcash has established a strong market presence in Australia. It operates through three main divisions - Independent Retail, Liquor, and Hardware - serving a wide range of customers, including independent supermarkets, liquor stores, and hardware retailers.

    2. Strong Supplier Relationships: Metcash has built strong and long-standing relationships with a diverse network of suppliers, allowing it to offer a wide variety of products to its customers. This extensive supplier network enables Metcash to maintain a competitive edge by providing a comprehensive range of products at competitive prices.

    3. Distribution Network: The company operates an extensive distribution network, consisting of multiple distribution centers strategically located across Australia. This network allows Metcash to efficiently deliver products to its customers, ensuring timely and reliable service.

    4. Brand Portfolio: Metcash has a diverse portfolio of well-known brands, including IGA, Cellarbrations, and Mitre 10. These brands have gained strong recognition and loyalty among consumers, further enhancing Metcash's market position.


    Despite its strengths, Metcash also faces certain weaknesses that could potentially hinder its growth and performance in the market.

    1. Dependence on Independent Retailers: Metcash heavily relies on independent retailers as its primary customer base. While this has been a key strength, it also poses challenges as the retail landscape becomes increasingly competitive with the rise of large supermarket chains. Any decline in the number of independent retailers could impact Metcash's revenue and market share.

    2. Limited International Presence: Metcash's operations are primarily focused on the Australian market, limiting its exposure to international markets. This narrow geographic focus could restrict the company's growth opportunities and leave it vulnerable to domestic market fluctuations.


    Metcash has identified several opportunities that could potentially drive its future growth and success.

    1. Expansion in the Convenience Market: The convenience store market in Australia has been experiencing steady growth, driven by changing consumer preferences and increasing demand for on-the-go products. Metcash has the opportunity to capitalize on this trend by further expanding its presence in the convenience store sector, offering a range of products tailored to meet the needs of busy consumers.

    2. E-commerce Growth: The rapid growth of e-commerce presents a significant opportunity for Metcash to enhance its market reach and customer engagement. By investing in e-commerce platforms and online capabilities, the company can tap into the growing online shopping trend and provide customers with convenient and accessible shopping options.


    In addition to opportunities, Metcash also faces certain threats that could impact its business operations and profitability.

    1. Intense Competition: The Australian retail industry is highly competitive, with major supermarket chains and online retailers constantly vying for market share. This intense competition puts pressure on Metcash to continually innovate, differentiate its offerings, and maintain competitive pricing to retain existing customers and attract new ones.

    2. Economic Uncertainty: Economic fluctuations, such as changes in consumer spending patterns and economic downturns, can significantly impact Metcash's business. In times of economic uncertainty, consumers may reduce discretionary spending, leading to lower demand for Metcash's products and services.


    In conclusion, Metcash possesses several strengths that have contributed to its success in the Australian wholesale distribution and marketing industry. However, the company also faces weaknesses and threats that could hinder its future growth. By capitalizing on opportunities such as the convenience market and e-commerce growth, while effectively addressing weaknesses and mitigating threats, Metcash can position itself for continued success in the highly competitive retail landscape.

    Key Takeaways

    • Metcash is owned by various shareholders, including institutional investors and individual shareholders.
    • The mission statement of Metcash is to be the leading independent wholesaler and distributor in the Australian and New Zealand grocery industry, delivering value, service, and innovation to their customers.
    • Metcash makes money through its wholesale and distribution operations, supplying groceries, liquor, and hardware products to independent retailers.
    • The Metcash Business Model Canvas highlights key aspects such as customer segments, value proposition, channels, customer relationships, revenue streams, key activities, key resources, and cost structure.
    • Competitors of Metcash include major supermarket chains like Woolworths and Coles, as well as other wholesale and distribution companies operating in the same industry.
    • A SWOT analysis of Metcash reveals its strengths in terms of its strong market position and established distribution network, weaknesses such as reliance on independent retailers, opportunities in expanding its product range and market share, and threats from intense competition and changing consumer preferences.


    In conclusion, Metcash is owned by a diverse range of shareholders, including institutional investors and individual shareholders. The company's mission statement is to be the leading independent wholesaler and distributor to the Australian and New Zealand grocery and liquor industries. Metcash generates its revenue through various channels, including wholesale sales, marketing and advertising, and product distribution.

    The Metcash Business Model Canvas provides a comprehensive overview of the company's key activities, resources, and partnerships, highlighting its focus on delivering value to its customers and suppliers. It emphasizes the importance of efficient supply chain management, strong relationships with independent retailers, and effective marketing strategies.

    In terms of competition, Metcash faces competition from major players in the grocery and liquor industries, including Woolworths, Coles, and ALDI. These companies have a significant market share and pose a challenge to Metcash's market position. However, Metcash's focus on independent retailers and its ability to offer personalized services and tailored solutions gives it a unique advantage in the market.

    Conducting a SWOT analysis of Metcash reveals its strengths, such as its strong distribution network and established brand presence, as well as weaknesses, such as reliance on a limited number of major customers. Opportunities for Metcash lie in expanding its product portfolio and venturing into new markets, while threats include increasing competition and changing consumer preferences.

    Overall, Metcash has established itself as a key player in the grocery and liquor industries, leveraging its strong network and customer relationships to drive growth and profitability. However, it must continue to adapt to the evolving market landscape and capitalize on opportunities to remain competitive in the face of fierce competition.


    How can I find a SWOT analysis on a company?

    There are several ways to find a SWOT analysis on a company:

    1. Company website: Start by visiting the company's official website. Many companies include a section on their website that provides information about their strengths, weaknesses, opportunities, and threats. Look for sections like "About Us," "Investor Relations," or "Corporate Strategy" where you may find relevant information.

    2. Annual reports: Publicly traded companies often include a SWOT analysis in their annual reports, which can be found on their websites or the websites of regulatory authorities like the Securities and Exchange Commission (SEC) in the United States. Look for sections discussing the company's strategic outlook or risk factors.

    3. Business databases: Utilize business databases such as Bloomberg, Hoovers, or Mergent Online. These platforms provide comprehensive information on companies, including SWOT analyses. Access may require a subscription or membership to these databases.

    4. Industry reports: Research reports from industry analysts or market research firms often include SWOT analyses for specific companies. These reports can be found in databases like IBISWorld, MarketResearch.com, or Statista. Some reports may be free, while others may require a purchase or subscription.

    5. Business news and articles: Stay updated with business news and articles that cover the company of interest. Business publications and websites like Forbes, Bloomberg, or Wall Street Journal often discuss company strategies, strengths, weaknesses, and competitive landscape, which can indirectly provide insights for a SWOT analysis.

    6. Government filings: In the United States, companies are required to file various reports with the SEC, such as annual reports (Form 10-K) and quarterly reports (Form 10-Q). These filings often contain discussions on risks, opportunities, and business strategies, which can be used to derive a SWOT analysis.

    Remember that while these sources can provide valuable information, it's always a good idea to cross-reference multiple sources and critically analyze the information to build an accurate and up-to-date SWOT analysis.

    What are the 4 pillars of SWOT analysis?

    The four pillars of SWOT analysis are:

    1. Strengths: These are the internal factors that give an organization an advantage over others. Strengths can include unique resources, skills, or capabilities that give the organization a competitive edge.

    2. Weaknesses: These are the internal factors that put an organization at a disadvantage compared to others. Weaknesses can include lack of resources, skills gaps, or any other internal limitations that hinder the organization's performance.

    3. Opportunities: These are the external factors that could be advantageous for an organization. Opportunities can arise from market trends, changes in customer behavior, new technologies, or any other external factors that can be leveraged for the organization's benefit.

    4. Threats: These are the external factors that could negatively impact an organization's performance. Threats can include competition, regulatory changes, economic downturns, or any other external factors that pose risks to the organization's success.

    Who are Metcash competitors?

    Some of Metcash's competitors include:

    1. Woolworths Limited
    2. Coles Group Limited
    3. Wesfarmers Limited
    4. Aldi
    5. Costco Wholesale Corporation
    6. IGA (Independent Grocers of Australia)
    7. Foodland Supermarkets
    8. SPAR Australia
    9. Ritchies Supermarkets
    10. Drakes Supermarkets.

    Which company is good for SWOT analysis?

    There are several companies that could be good for conducting a SWOT analysis, depending on the specific purpose and industry. However, for illustrative purposes, let's consider a well-known technology company like Apple Inc.


    1. Strong brand image and customer loyalty.
    2. Innovative product design and user-friendly interfaces.
    3. Robust financial performance and high-profit margins.
    4. Extensive global supply chain and distribution network.
    5. Strong intellectual property portfolio, including patents and trademarks.


    1. High product prices compared to competitors.
    2. Dependence on a limited number of key suppliers.
    3. Relatively limited product range compared to competitors.
    4. Heavy reliance on iPhone sales for a significant portion of revenue.
    5. Lack of presence in some emerging markets.


    1. Expansion into new markets, such as healthcare or automotive.
    2. Growth potential in emerging economies, like India and China.
    3. Increasing demand for wearable technology and smart home devices.
    4. Potential for partnerships or acquisitions to enhance product offerings.
    5. Growing consumer awareness of sustainability, allowing for eco-friendly initiatives.


    1. Intense competition from other technology giants, such as Samsung and Google.
    2. Rapidly changing consumer preferences and technological advancements.
    3. Economic downturns affecting consumer spending on luxury products.
    4. Potential legal and regulatory challenges, such as antitrust investigations.
    5. Dependence on third-party app developers, making the ecosystem vulnerable to security breaches or quality issues.

    Please note that this SWOT analysis is a simplified example and should be tailored to the specific context and objectives of the analysis.

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