M and M Direct SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1482
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SWOT Analysis of M and M Direct with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

M and M Direct

Parent Company

TA Associates

Category

Online retail

Sector

Retail

Tagline/ Slogan

The biggest brands at the lowest prices for the whole family!

USP

Branded products at clearance prices

STP

Segment

People looking for lifestyle products

Target Group

Middle class people who are aspirational

Positioning

Catalogue and online based branded retailer on an everyday discount basis

SWOT Analysis

Strengths

1. Presence of major brands like Nike, Ralph Lauren, Diesel etc.
2. All the products are sold at clearance prices with up to 80% off
3. One of the oldest online retailers in the country
4.  Word of mouth advertising campaigns and strong customer involvement

5. Serves over a million customers annually and offers over 200 brands

Weaknesses

1. Mail order retailing is on a decline
2. Drop in sales and operating profits compared to the year 2011
3. Could lose revenue share due to limited reach

Opportunities

1.  Online shopping business is on a rise and M and M direct occupy a niche in the online business
2. Opportunities to expand the business to other European countries
3. Can fortify their mobile app since mobile shopping is on the rise

Threats

1.  Competition is very high in online fashion retail
2.  Mail order business faces threat of extinction since more online stores come into fore
3. Since they are competing on prices, the presence of more competitors can significantly reduce profits

Competition

Competitors

1. Asos
2. TK Maxx
3. Zalando


The table above concludes the M and M Direct SWOT analysis along with its marketing strategy and brand parameters.

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