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Company > Super Retail Group: Business Model, SWOT Analysis, and Competitors 2023

Super Retail Group: Business Model, SWOT Analysis, and Competitors 2023

Published: Feb 02, 2023

Inside This Article


    In this blog article, we will delve into the business model, SWOT analysis, and competitors of Super Retail Group, a leading Australian retail company. By examining its business model, we aim to understand the key strategies and operations that have contributed to its success. Additionally, a thorough SWOT analysis will shed light on the company's strengths, weaknesses, opportunities, and threats in the dynamic retail industry. Lastly, we will explore Super Retail Group's main competitors and analyze how they pose a challenge or opportunity for the company's growth in 2023.

    What You Will Learn:

    • Who owns Super Retail Group and how its ownership structure influences its operations
    • The mission statement of Super Retail Group and how it guides the company's strategic decisions
    • How Super Retail Group generates revenue and the key sources of its profitability
    • An in-depth understanding of Super Retail Group's business model canvas and how its various components interact to create value
    • An overview of the major competitors of Super Retail Group and the strategies they employ to compete in the market
    • A comprehensive SWOT analysis of Super Retail Group, including its strengths, weaknesses, opportunities, and threats, providing insights into the company's current positioning and future prospects.

    Who owns Super Retail Group?

    Background of Super Retail Group

    Before discussing who owns Super Retail Group, let's provide a brief background on the company. Super Retail Group is a prominent Australian retail company that operates several well-known brands, including Supercheap Auto, Rebel, BCF (Boating Camping Fishing), and Macpac.

    With over 670 stores across Australia, New Zealand, and China, Super Retail Group has established itself as a leading retailer in the automotive, sporting, and outdoor sectors. The company offers a diverse range of products, catering to the needs of adventure enthusiasts, automotive enthusiasts, fitness enthusiasts, and outdoor lovers.

    Major Shareholders of Super Retail Group

    Super Retail Group is a publicly listed company on the Australian Securities Exchange (ASX) under the ticker symbol SUL. As a result, its ownership is distributed among numerous individual and institutional shareholders. However, it is worth highlighting some of the major shareholders who hold significant stakes in the company:

    1. Perpetual Limited: Perpetual Limited, an Australian financial services company, is one of the largest shareholders of Super Retail Group. As of the most recent data available, they own a substantial portion of the company's shares, making them a significant investor in the organization.

    2. Vanguard Group: The Vanguard Group, a renowned American investment management company, also holds a significant stake in Super Retail Group. Known for its passive index funds and exchange-traded funds (ETFs), Vanguard's investment in Super Retail Group indicates its confidence in the company's growth potential.

    3. BlackRock: Another major institutional shareholder in Super Retail Group is BlackRock, an American global investment management corporation. With a strong focus on long-term investments, BlackRock's involvement signifies its belief in the company's prospects and its commitment to generating steady returns for its clients.

    Other Shareholders and Public Ownership

    Apart from the major institutional shareholders mentioned above, Super Retail Group's ownership is spread across a diverse range of individual and institutional investors. Public ownership allows individuals to purchase shares and become part-owners of the company. It also ensures that ownership is not concentrated in the hands of a few entities, promoting transparency and accountability.

    Individual shareholders, including retail investors, play a crucial role in the ownership structure of Super Retail Group. Their participation in the stock market gives them the opportunity to invest in the company's growth and benefit from its performance.

    It is important to note that the ownership structure of Super Retail Group may change over time as shareholders buy or sell their holdings. Therefore, it is recommended to refer to the latest available information to obtain the most accurate picture of the company's ownership.

    What is the mission statement of Super Retail Group?

    The Mission Statement of Super Retail Group

    The mission statement of Super Retail Group is to inspire, enable, and enhance the lifestyles of customers. This Australian retail company is committed to providing high-quality products and exceptional customer service across its various brands, including Supercheap Auto, BCF (Boating, Camping, Fishing), Macpac, and Rebel.

    Super Retail Group aims to inspire customers by offering a wide range of innovative and exciting products that cater to their diverse interests and hobbies. Whether it's automotive accessories, outdoor gear, adventure equipment, or sports apparel, Super Retail Group strives to provide customers with the tools they need to pursue their passions.

    In addition to inspiring customers, Super Retail Group aims to enable them by ensuring that their products are of the highest quality and meet their specific needs. The company carefully selects and sources its merchandise to ensure that it meets rigorous standards, ensuring durability, functionality, and reliability. By offering reliable and high-performance products, Super Retail Group enables customers to confidently pursue their hobbies and activities.

    Moreover, Super Retail Group seeks to enhance the lifestyles of its customers by creating a seamless shopping experience. The company is dedicated to providing exceptional customer service, both in-store and online, to ensure that customers have a positive and enjoyable shopping experience. Super Retail Group's knowledgeable and friendly staff are always ready to assist and provide expert advice, further enhancing the overall customer experience.

    Overall, the mission statement of Super Retail Group encapsulates its dedication to inspiring, enabling, and enhancing the lifestyles of its customers. Through a wide range of quality products, exceptional customer service, and a commitment to meeting customer needs, Super Retail Group aims to be a trusted and reliable partner in helping customers pursue their passions and enjoy their chosen lifestyles.

    How does Super Retail Group make money?

    Retail Sales

    The primary source of revenue for Super Retail Group is retail sales. The company operates multiple retail brands, including Supercheap Auto, Rebel, BCF (Boating, Camping, Fishing), and Macpac. These brands offer a wide range of products, including automotive parts and accessories, sporting equipment, outdoor gear, and adventure clothing.

    Super Retail Group attracts customers through its extensive product range, competitive pricing, and a network of conveniently located stores across Australia and New Zealand. By offering a combination of essential and discretionary goods, the company aims to capture a diverse customer base and drive sales across its various brands.


    In recent years, Super Retail Group has been actively investing in its online presence to capitalize on the growing trend of e-commerce. The company has developed user-friendly websites for each of its retail brands, providing customers with the option to browse and purchase products online.

    Through its e-commerce platforms, Super Retail Group aims to reach a broader customer base, including those located in remote areas or with limited access to physical stores. By leveraging technology and digital marketing strategies, the company strives to enhance customer engagement, improve the overall shopping experience, and drive online sales.

    Loyalty Programs

    Super Retail Group operates loyalty programs for each of its retail brands, namely Club Plus, Team Club, Club BCF, and Club Macpac. These programs offer customers various benefits, such as exclusive discounts, special promotions, member-only events, and personalized product recommendations.

    By encouraging customers to join and actively participate in their loyalty programs, Super Retail Group aims to foster customer loyalty and increase repeat purchases. The data collected through these programs also enables the company to gain valuable insights into consumer behavior and preferences, facilitating targeted marketing campaigns and product development.

    Automotive and Leisure Services

    Super Retail Group also generates revenue through its automotive and leisure services. For example, Supercheap Auto offers car servicing, repairs, and installations through its Auto Services division. This not only provides an additional revenue stream for the company but also complements its retail offerings by offering customers a convenient and comprehensive automotive solution.

    Similarly, BCF offers boat and trailer servicing, camping gear hire, and fishing rod repairs, further diversifying the company's revenue streams. By providing these services, Super Retail Group aims to enhance customer satisfaction, drive customer traffic to its stores, and increase cross-selling opportunities.

    Overall, Super Retail Group employs a multi-faceted approach to generate revenue, combining traditional retail sales, e-commerce, loyalty programs, and value-added services. This diversified revenue model allows the company to adapt to changing market conditions and customer preferences, while also maximizing its profitability.

    Super Retail Group Business Model Canvas Explained

    What is the Business Model Canvas?

    The Business Model Canvas is a strategic management tool that provides a visual representation of a company's business model. It allows businesses to analyze and communicate their value proposition, target customers, revenue streams, key activities, and other essential elements that make up their overall business strategy. The canvas consists of nine building blocks that work together to create a comprehensive overview of a company's operations.

    Super Retail Group's Value Proposition

    Super Retail Group is an Australia-based retail company that operates a portfolio of brands specializing in auto, sports, leisure, and outdoor products. Their value proposition lies in offering customers a wide range of high-quality products and exceptional customer service. By providing a one-stop shopping experience for automotive, sporting, and outdoor enthusiasts, Super Retail Group aims to meet the diverse needs of its target customers.

    Customer Segments and Channels

    Super Retail Group caters to different customer segments across its various brands. For example, their automotive brand, Supercheap Auto, targets car enthusiasts, DIY mechanics, and professionals. Rebel, their sports brand, focuses on fitness enthusiasts, athletes, and sports teams. Similarly, their outdoor brand, BCF (Boating, Camping, Fishing), serves outdoor adventurers, campers, and fishing enthusiasts.

    To reach these customer segments, Super Retail Group utilizes a multi-channel approach. They have physical stores located in shopping centers and high-traffic areas, allowing customers to interact with products firsthand. Additionally, they have a strong online presence, offering customers the convenience of shopping from anywhere at any time. The company also employs digital marketing strategies, including social media and email campaigns, to engage with their target customers.

    Revenue Streams and Key Activities

    Super Retail Group generates revenue through various streams, primarily through the sale of products across their brands. They also offer a range of services such as vehicle servicing, equipment rentals, and workshops, providing additional sources of revenue.

    Key activities of Super Retail Group include procurement and sourcing of products, inventory management, marketing and advertising, store operations, and customer service. They focus on maintaining strong supplier relationships to ensure a steady supply of quality products. Effective inventory management is crucial to meet customer demands and optimize sales. Marketing and advertising efforts aim to build brand awareness and attract customers, both online and offline.

    Key Partnerships and Resources

    Super Retail Group relies on key partnerships with suppliers, manufacturers, and distributors to ensure a diverse and quality product range. These partnerships enable them to offer customers a wide variety of options and maintain competitive pricing. Additionally, the company invests in building strong relationships with financial institutions and logistics providers to support their operations and delivery processes.

    In terms of resources, Super Retail Group relies on its extensive store network, distribution centers, IT infrastructure, and a dedicated workforce. Their physical stores serve as a crucial touchpoint for customer interactions and product display. Distribution centers enable efficient inventory management and order fulfillment. The company's IT infrastructure supports online sales, customer relationship management, and data analytics. Lastly, their workforce plays a vital role in providing exceptional customer service and driving overall business success.


    The Business Model Canvas provides a comprehensive overview of Super Retail Group's business strategy. Their value proposition, customer segments, channels, revenue streams, key activities, partnerships, and resources all work together to ensure their success in the retail industry. By understanding and analyzing these elements, Super Retail Group can make informed decisions and continually adapt their business model to meet the evolving needs of their customers.

    Which companies are the competitors of Super Retail Group?

    Major Competitors

    Super Retail Group operates in a highly competitive market, facing competition from several prominent companies. Here are some of the major competitors that pose a challenge to Super Retail Group:

    1. Wesfarmers Limited: Wesfarmers is a diversified conglomerate that operates various retail chains, including Bunnings Warehouse, Officeworks, Kmart, and Target. With a strong presence in the Australian retail sector, Wesfarmers poses a significant competitive threat to Super Retail Group.

    2. JB Hi-Fi Limited: JB Hi-Fi is a leading retailer of consumer electronics, appliances, and software. Although it primarily focuses on technology products, JB Hi-Fi's extensive range and competitive pricing make it a formidable competitor for Super Retail Group's electronics and leisure divisions.

    3. Harvey Norman Holdings Limited: Harvey Norman is a renowned Australian retailer of furniture, bedding, electronics, and home appliances. With a vast network of stores and a strong online presence, Harvey Norman competes directly with Super Retail Group's various brands, including Rebel, Supercheap Auto, and BCF.

    4. Bapcor Limited: Bapcor is a major automotive aftermarket parts supplier and retailer in Australia and New Zealand. Its subsidiary, Autobarn, is a significant competitor to Super Retail Group's automotive division. Bapcor's extensive range of automotive products and services, coupled with competitive pricing, make it a tough competitor for Supercheap Auto.

    Other Competitors

    Apart from the major competitors mentioned above, Super Retail Group also faces competition from other players in specific product categories. Some of the notable ones include:

    1. Anaconda: Anaconda is a leading outdoor and adventure retailer in Australia. It competes directly with Super Retail Group's BCF brand in the camping, fishing, and outdoor recreation segments.

    2. Rebel Sport: Rebel Sport is a prominent Australian sporting goods retailer. As a direct competitor to Super Retail Group's Rebel brand, it offers a wide range of sporting equipment, apparel, and footwear.

    3. The Good Guys: The Good Guys is a well-known retailer of home appliances and consumer electronics. While it primarily focuses on these product categories, it competes with Super Retail Group's Rebel brand in the fitness equipment segment.

    4. Tentworld: Tentworld is a specialized camping and outdoor equipment retailer. It competes directly with Super Retail Group's BCF brand, offering a comprehensive range of camping gear and equipment.

    These are just a few examples of the competitors that Super Retail Group faces in the Australian retail market. The company's ability to differentiate itself, provide exceptional customer service, and offer competitive pricing will play a crucial role in maintaining its market share and staying ahead in this competitive landscape.

    Super Retail Group SWOT Analysis


    • Diverse portfolio of retail brands: Super Retail Group boasts a diverse portfolio of well-established retail brands, including Supercheap Auto, Rebel, BCF (Boating Camping Fishing), and Macpac. This diversity allows the company to cater to a wide range of consumer needs and preferences, ensuring a steady stream of customers across various market segments.

    • Strong brand reputation: Super Retail Group has built a strong brand reputation over the years, known for offering high-quality products and a superior customer experience. The company's commitment to delivering exceptional value and service has earned the trust and loyalty of its customers, giving it a competitive edge in the retail industry.

    • Robust supply chain management: With a well-developed supply chain network, Super Retail Group ensures efficient inventory management and timely delivery of products to its stores. This allows the company to meet customer demands promptly and minimize stockouts, enhancing customer satisfaction and maximizing sales potential.


    • Overdependence on the Australian market: Super Retail Group's operations are primarily concentrated in the Australian market, making it vulnerable to economic fluctuations and changes in consumer spending patterns within the country. This overdependence limits the company's ability to diversify its revenue streams and exposes it to risks associated with a single market.

    • Limited international presence: While Super Retail Group has a strong presence in the Australian market, its international footprint is limited. This lack of global reach hinders the company's potential for growth and leaves it vulnerable to competition from international retailers expanding into the Australian market.

    • Reliance on external suppliers: Super Retail Group relies on external suppliers to source its products, which exposes the company to risks associated with suppliers' reliability, pricing fluctuations, and potential disruptions in the supply chain. This dependence on external suppliers may impact the company's ability to maintain consistent product quality and pricing.


    • E-commerce growth: The rapid growth of e-commerce presents an excellent opportunity for Super Retail Group to expand its online presence and tap into the growing online consumer market. By investing in e-commerce platforms and improving their online shopping experience, the company can attract a broader customer base and increase its market share.

    • Expansion into new markets: Super Retail Group has the opportunity to expand its operations beyond Australia and explore new markets, particularly in the Asia-Pacific region. By leveraging its successful retail brands and adapting to local consumer preferences, the company can capitalize on the increasing purchasing power and consumer demand in emerging markets.

    • Sustainability and eco-friendly initiatives: With the growing consumer awareness and demand for sustainable products, Super Retail Group can capitalize on this trend by offering a wide range of eco-friendly and sustainable products across its retail brands. By positioning itself as an environmentally responsible company, the company can attract environmentally conscious customers and differentiate itself from competitors.


    • Intense competition: Super Retail Group operates in a highly competitive retail industry, facing competition from both brick-and-mortar retailers and online marketplaces. The company must continuously innovate and differentiate itself to stay ahead of the competition and retain its market share.

    • Economic downturns: Economic downturns and fluctuations in consumer spending can pose a significant threat to Super Retail Group's business. During periods of economic uncertainty, consumers may cut back on discretionary spending, affecting the company's sales and profitability.

    • Changing consumer preferences: Consumer preferences and trends can rapidly change, and Super Retail Group must adapt to these changes to remain relevant and meet customer expectations. Failure to identify and respond to evolving consumer preferences may lead to a decline in sales and market share.

    Key Takeaways

    • Super Retail Group is a publicly traded company, meaning it is owned by shareholders who hold its stock.
    • The mission statement of Super Retail Group is focused on providing customers with quality products and exceptional service across their range of retail brands.
    • Super Retail Group generates revenue through its retail operations, which include the sale of automotive, sports, leisure, and outdoor products.
    • The Business Model Canvas of Super Retail Group highlights key elements such as customer segments, value proposition, channels, customer relationships, revenue streams, key activities, key resources, and key partnerships.
    • Competitors of Super Retail Group include other retail companies such as Wesfarmers, Woolworths Group, and Amazon, who also operate in similar markets and offer similar products.
    • A SWOT analysis of Super Retail Group reveals its strengths in its diverse product range and customer loyalty, weaknesses in its reliance on physical stores, opportunities in online sales growth, and threats from intense competition and economic uncertainty.


    In conclusion, Super Retail Group is a successful Australian company that operates in the retail industry. The company is owned by various shareholders, including institutional investors and individual shareholders.

    Super Retail Group's mission statement is to be the leading retailer of automotive, sports, and outdoor products in Australia and New Zealand. The company aims to provide customers with quality products and exceptional customer service.

    Super Retail Group primarily makes money through the sale of its products in its various retail stores, including Supercheap Auto, Rebel, BCF, and Macpac. The company also generates revenue through online sales and services.

    The Super Retail Group Business Model Canvas provides a comprehensive understanding of how the company creates value for its customers, identifies key partners and resources, and outlines its revenue streams and cost structure. This model enables the company to effectively manage its operations and maintain its competitive edge in the market.

    Some of the main competitors of Super Retail Group include Wesfarmers, which owns Bunnings Warehouse, Kmart, and Target, as well as other specialty retailers in the automotive, sports, and outdoor sectors.

    A SWOT analysis of Super Retail Group reveals its strengths, such as its wide range of products and strong brand reputation, weaknesses like intense competition and potential supply chain disruptions, opportunities such as expanding its online presence and entering new markets, and threats like economic downturns and changing consumer preferences.

    In conclusion, Super Retail Group is a well-established retailer that continues to thrive in the Australian market. With its strong mission statement, diverse revenue streams, and effective business model, the company remains competitive in the face of its rivals. By leveraging its strengths and capitalizing on opportunities, Super Retail Group is well-positioned for future success.


    What is a SWOT analysis in retail?

    A SWOT analysis in retail refers to the evaluation of a retail business's strengths, weaknesses, opportunities, and threats. It is a strategic planning tool used to assess the internal and external factors that can impact the success of a retail business.

    Strengths: These are the positive aspects and advantages that the retail business possesses, such as a strong brand reputation, loyal customer base, efficient supply chain, or competitive pricing.

    Weaknesses: These are the areas where the retail business may lack or have limitations, such as poor customer service, outdated technology, inadequate marketing strategies, or high employee turnover.

    Opportunities: These are the external factors or trends that can be advantageous for the retail business, such as new market segments, emerging consumer preferences, technological advancements, or changing regulations.

    Threats: These are the external factors or challenges that can potentially harm the retail business, such as intense competition, economic downturns, changing consumer behavior, or increasing costs of raw materials.

    By conducting a SWOT analysis, retail businesses can identify their strengths and weaknesses, capitalize on opportunities, and proactively address threats to develop effective strategies and stay competitive in the market.

    What is a SWOT analysis for a group?

    A SWOT analysis for a group is a strategic planning tool used to evaluate the strengths, weaknesses, opportunities, and threats associated with a particular group or team. It helps in identifying internal and external factors that may affect the group's performance and effectiveness. Here is a breakdown of each component of a SWOT analysis for a group:

    • Strengths: These are the positive attributes, skills, or resources that give the group a competitive advantage or enable it to achieve its goals more effectively. Examples could include strong teamwork, diverse skill sets, good communication, or access to necessary resources.

    • Weaknesses: These are the areas where the group may be lacking or have limitations that hinder its performance. It could be a lack of certain skills, poor communication, low motivation, or limited resources. Identifying weaknesses helps the group understand areas that need improvement.

    • Opportunities: These are external factors or situations that the group could take advantage of to achieve its objectives or enhance its performance. Opportunities could arise from market trends, technological advancements, new collaborations, or changing customer needs. Recognizing opportunities allows the group to adapt and grow.

    • Threats: These are external factors or challenges that have the potential to negatively impact the group's performance or hinder its progress. Threats could include competition, economic downturns, legal or regulatory changes, or technological disruptions. Identifying threats helps the group develop strategies to mitigate risks.

    By conducting a SWOT analysis, the group can gain a comprehensive understanding of its current situation, make informed decisions, and develop strategies to leverage strengths, overcome weaknesses, seize opportunities, and address threats effectively.

    What are 5 examples of weakness in SWOT analysis?

    1. Lack of brand recognition: A weakness could be if a company has low brand recognition or awareness among its target audience. This could make it difficult for the company to compete with more established brands in the market.

    2. Limited financial resources: If a company has limited financial resources, it may struggle to invest in research and development, marketing, or expansion opportunities. This could hinder its ability to grow and compete effectively.

    3. Dependence on a single supplier: Relying heavily on a single supplier for raw materials or components can be a weakness. If that supplier experiences disruptions or increases prices, it could significantly impact the company's operations and profitability.

    4. Inadequate technological infrastructure: If a company's technological infrastructure is outdated or insufficient, it may struggle to keep up with competitors who have more advanced systems. This could lead to inefficiencies, slow processes, or difficulties in adapting to changing market trends.

    5. Lack of employee skills or expertise: If a company lacks skilled or knowledgeable employees, it may struggle to innovate, provide quality customer service, or execute strategic initiatives effectively. This weakness can limit the company's ability to differentiate itself in the market and meet customer expectations.

    What are examples of team weaknesses in SWOT analysis?

    Examples of team weaknesses in a SWOT analysis can include:

    1. Lack of communication: The team may face challenges in effectively communicating and sharing information, which can lead to misunderstandings and delays in completing tasks.

    2. Limited skills and expertise: The team may lack certain skills or expertise required to perform tasks at an optimal level, which can hinder productivity and the ability to deliver high-quality work.

    3. Low motivation and engagement: The team members may lack motivation or engagement, resulting in reduced productivity and a lack of commitment to achieving team goals.

    4. Conflict and disagreement: The team may experience frequent conflicts and disagreements among its members, which can lead to delays, reduced collaboration, and a negative work environment.

    5. Unequal contribution: Some team members may contribute significantly less to the team's efforts compared to others, resulting in an imbalance of workload and potential resentment within the team.

    6. Lack of trust: The team may have a lack of trust in one another, which can hinder effective collaboration, information sharing, and decision-making processes.

    7. Inadequate resources: The team may not have access to the necessary resources, such as time, budget, or equipment, to accomplish tasks efficiently and effectively.

    8. Poor time management: The team may struggle with managing time and prioritizing tasks, resulting in missed deadlines and a decreased ability to deliver work on time.

    9. Resistance to change: The team may exhibit resistance to change, making it difficult to adapt to new technologies, processes, or market dynamics, which can hinder innovation and growth.

    10. Lack of diversity: The team may lack diversity in terms of skills, perspectives, or backgrounds, limiting the range of ideas and solutions generated, and potentially leading to groupthink.

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