Wesfarmers SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 3047

SWOT Analysis of Wesfarmers with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Corporative structure


Diversified interests



Tagline/ Slogan

100 years, thousands of stories


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



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

Target Group

Shoppers seeking convenience, variety, discounts and services


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

SWOT Analysis


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


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

2. Experiences limited to Australia means low geographic presence


1. Expand outside Australia

2. Enhance quality, service and experience benchmarks across stores

3. Employee and customer loyalty initiatives across businesses


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



1. Best & Less

2. Myer

3. Woolworths

4. hs home

The table above concludes the Wesfarmers SWOT analysis along with its marketing and brand parameters.


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