Bath & Body Works SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 2013

SWOT Analysis of Bath & Body Works with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Bath & Body Works

Parent Company

L Brands


Beauty products, Cosmetics


Retail and Lifestyle

Tagline/ Slogan

Straight from the heartland


Quality products perfect for treating oneself



Urban men and women, Higher Income group

Target Group

High income group beauty conscious men & women, cosmopolitan customers


High quality care for the body

SWOT Analysis


1. It has an annual revenue of about $3.3 billion
2. It operates about 1640 stores throughout North America and also has online store 
3. Its online store sales grew by 18% in 2014 while the same store sales increased by 7%

4. It constantly tries to do innovation in its product variety
5. It has a wide variety of personal and beauty care products

6. Very strong parent company in L Brands which is financially very strong


1. It had unsuccessful promotions of natural care products
2. It has an inefficient supply chain
3. It has low market share as compared to competitors


1. It has a huge potential to grow its natural and ecofriendly products
2. Online expansion due to growth of ecommerce
3. Increase in demand from emerging economies


1. Fierce competition in personal and beauty care category
2. Sales are severely affected by the performance of the economy



1. Avon Products Inc.
2. The Body Shop
3. Procter and Gamble


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