Kmart SWOT Analysis
Kmart is one of the leading brands in the lifestyle and retail sector. Kmart SWOT analysis evaluates the brand by its strengths & weaknesses which are the internal factors along with opportunities & threats which are the external factors. Let us start the SWOT Analysis of Kmart:
Quick Glance:
Kmart Strengths
- Exclusive Product lines like Joe Boxer, Route 66 etc.
- Most stores being located in urban areas with concentrated populations
- Special Lay away plan for people who want to pay in installments
- Excellent customer service
- Brand loyalty is high among the smaller customer base
- Brand Equity is high due to early presence in the retail segment
- Great quality in food and perishable articles
Above are the strengths in the SWOT Analysis of Kmart. The strengths of Kmart looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.
Kmart Weaknesses
- Overleveraged financial position, applied for chapter 11 bankruptcy
- Inability to compete with walmart on price due to poor supply chain systems
- Closure of stores affected brand
These were the weaknesses in the Kmart SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.
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Kmart Opportunities
- Emerging Markets and Expansions abroad
- Private label growth to enhance brand & margins
- Opportunity to cater to multi-ethnic groups in US with new ethnic marketing efforts
- Expand services to culinary schools, healthcare, others
- Target Corporation newer customer segments during lucrative Black Friday sales
- Increase market presence through store growth in rural regions where it has a low presence
- Acquisitions of newer brands and labels can improve sales
Above we covered the opportunities in Kmart SWOT Analysis. The opportunities for any brand can include prospects of future growth.
Kmart Threats
- Economic slowdowns will shift customers to stores with cheaper offerings like walmart
- Competition from three fronts: high-end (Whole Foods) and price competitive (Wal-Mart and Target Corporation) Increasing Market Share
- Price wars can drive down already low profit margins
- External changes (government, politics, taxes, etc)
- Inability to absorb price increases due to smaller scale vs. national competitors
- Economic downturn affecting core shoppers’ wallets
- Declining profits can put pressure on already weak financial positions
The threats in the SWOT Analysis of Kmart are as mentioned above. The threats for any business can be external factors which can negatively impact its business.
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Hence this concludes the Kmart SWOT analysis.
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About Kmart
The table below gives the brand overview along with its target market, segmentation, positioning & USP
| Kmart Overview | |
|---|---|
| Parent Company |
Sears Holdings Corporation |
| Category |
Discount Retail Store Chain |
| Sector | |
| Tagline/ Slogan |
There's smart, then there's K-mart |
| USP |
Promotional Pricing and Weekly Mailers |
| Kmart STP | |
| Segmentation |
Urban Market Segment |
| Target Corporation Group |
Middle Class and Blue Collar customers |
| Positioning |
Positioning on low price similar to Walmart |
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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