99p Stores SWOT Analysis, USP & Competitors

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SWOT Analysis of 99p Stores with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

99p Stores

Parent Company

Private ownership by Nadir Lalani


Discount stores


Retail, Discount Store

Tagline/ Slogan

Quality products under a pound!


Price under a pound



Semi-urban, Middle income group households

Target Group

Price sensitive customers


Value for money

SWOT Analysis


1.  Wide range of products available for less than £1

2. Very cheap products under a pound

3. Wide supplier network that helps them source products at very low cost to their stores and helps them sell at low price

4. Staff very good at selling and hence can push sales up

5. The store serves over 1.5 million customers every week


1. High customer and product overcrowding

2. People perceive it as cheap and this might hurt attracting new customers who do not want to be associated with the cheapest store


1. With the global recession and spending cuts, they have a huge potential to tap into new customers

2. Can work towards brand building and removing the stigma that it is a cheap store


1. There has been opposition regarding setting up of pound shops like 99p as people think that they tone down the glamour of the High street.

2. There has been criticism about their safety procedures and they have been fined in two separate cases of poor quality product in 2005



1.  Poundland

2. The Pound Shop

3. Poundzone


The table above concludes the 99p Stores SWOT analysis along with its marketing strategy and brand parameters.


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