Wesfarmers SWOT Analysis, Competitors & USP

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

Wesfarmers SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Wesfarmers, 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 make strategic improvements. Wesfarmers is one of the leading brands in the lifestyle and retail sector.

The article below lists the Wesfarmers SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Wesfarmers SWOT Analysis:

SWOT Analysis of Wesfarmers

For Wesfarmers, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Wesfarmers Strengths

The strengths of Wesfarmers looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 4 competitors of Wesfarmers:

1. Best & Less

2. Myer

3. Woolworths

4. hs home

Hence this concludes the Wesfarmers SWOT analysis.

Continue reading more about the brand/company.

About Wesfarmers

Wesfarmers Overview
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

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

Target Market

Shoppers seeking convenience, variety, discounts and services


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

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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