Wesfarmers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of Wesfarmers analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Wesfarmers SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Wesfarmers to benchmark its business & performance as compared to the competitors and industry. As of 2020, Wesfarmers is one of the leading brands in the lifestyle and retail sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Wesfarmers competitors and includes Wesfarmers target market, segmentation, positioning & Unique Selling Proposition (USP).

Wesfarmers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Wesfarmers Brand Analysis
Parent Company

Corporative structure


Diversified interests


Lifestyle and Retail

Tagline/ Slogan

100 years, thousands of stories


A conglomerate of department stores and acquired supermarkets for a range of retail offerings

Wesfarmers STP
Wesfarmers Segmentation

Grocery shoppers; shoppers of automotive parts; shoppers of home and lifestyle products

Wesfarmers Target Market

Shoppers seeking convenience, variety, discounts and services

Wesfarmers Positioning

Wesfarmers has a diversified business with stores like Coles, Kmart, Bunnings Warehouse, Officeworks, Target

Wesfarmers SWOT Analysis
Wesfarmers Strengths

Below are the Strengths in the SWOT Analysis of Wesfarmers:

1. Established since 1914 shows the brands legacy

2. Emphasis on community development initiatives
3. Delivering convenience and customer service
4. Key importance to quality and performance

5.Large number of stores, in-store staff and a strong workforce of over 200,000

6. Special offers and discounts for attracting customers

7. Sales also through online formats

8. Variety suiting every price points

Wesfarmers Weaknesses

Here are the weaknesses in the Wesfarmers SWOT Analysis:

1. Being a market leader, always under scrutiny for any critical decision taken

2. Experiences limited to Australia means low geographic presence

Wesfarmers Opportunities

Following are the Opportunities in Wesfarmers SWOT Analysis:

1. Expand outside Australia

2. Enhance quality, service and experience benchmarks across stores

3. Employee and customer loyalty initiatives across businesses

Wesfarmers Threats

The threats in the SWOT Analysis of Wesfarmers are as mentioned:

1. Businesses facing threat from competitors
2. Economic downturn leading to plummeted consumer confidence levels, and lower demand

3. Competitor offering specialized products and services at equitable price levels

Wesfarmers Competition

Below are the top 4 Wesfarmers competitors:

1. Best & Less

2. Myer

3. Woolworths

4. hs home

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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Wesfarmers. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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