WH Smith SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 2135

SWOT Analysis of WH Smith with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

WH Smith

Parent Company

WH Smith


Books, stationary, magazines, newspaper



Tagline/ Slogan



More than 200 years old: First newsagent in the Smith family opened in 1792



Income, hobby, attitude

Target Group

High income, reading, travelers


Being a responsible business is a high priority

SWOT Analysis


1. Prominent brand name: Presence in the category for more than 200 years
2. Strong distribution network: over 600 stores on the high street and over 600 stores at airports, train stations, etc
3. Meaty global presence: Beyond UK company also operates in Australia, South East Asia, India and Middle East
4. Strong online service: offers like deliver orders over £15 free to your address, etc

5. Generating awareness about environmental aspect of business thus increasing brand loyalty

6. Company is made up of two core businesses- Travel and High Street. This provides stability, since low performance by one can be compensated by other.


1. The travel business is impacted by geopolitical events, wars and acts of terrorism, etc. Thus resulting in generation of lower revenue during crisis
2. With increase awareness of online shopping, entry barrier in the business has decreased significantly


1. With experience of more than 200 years in the sector company can strengthen its position across the globe
2. Vertical Integration: Can develop its own branded magazines, entertainment products, etc


1. Long term economic slowdown can decrease the revenue significantly since consumer spending will reduce
2. High competition from both supermarkets and online retailers in the high-street segment
3. Growing awareness of E-books which are cheaper and easily available



1. Blackwell UK Limited
2. HMV Group plc
3. Amazon.co.uk Ltd


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