David Jones Limited SWOT Analysis, USP & Competitors

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SWOT Analysis of David Jones Limited with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

David Jones Limited

Parent Company

Woolworths Holdings Limited


Department Store



Tagline/ Slogan

There's no other store like David Jones


The best and most exclusive goods



Urban  Metropolitan retail and departmental stores

Target Group

High End/ High Income group


Shop with confidence at David Jones

SWOT Analysis


1. Exclusive Design and wide presence, currently has 38 stores located in most Australian states and territories

2. David Jones, a Welsh immigrant, and is claimed to be the oldest continuously operating department store in the world still trading under its original name

3. Wide selection of products offered and a plenty of space of parking for customers coming from far off places

4. High product quality

5. Acquisition by Woolworths “breathe new life” into the David Jones brand at a time when apparel companies are expanding in South Africa and Australia

6. David Jones promises to offer competitive prices on the best national and international brands, to provide a high standard of service while maintaining integrity as a company serving Australia.

7. Approx 40 stores and around 7000 employees


1. Limited brand presence as compared to market leaders in terms of total stores

2. The brand has lower revenues as its business is restricted when measured with global players


1. Global expansion into the new markets

2. Expansion of product lines with investment coming from parent company

3. More advertising and marketing activities


1. Local Competitors

2. Other players of the market which have established stores in New York

3. Fluctuating economic conditions



1. Myer Holdings

2. Harvey Norman Holdings Ltd


The table above concludes the David Jones Limited SWOT analysis along with its marketing and brand parameters.


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