Waitrose SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 11358

SWOT analysis of Waitrose analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Waitrose 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 Waitrose to benchmark its business & performance as compared to the competitors and industry. Waitrose is one of the leading brands in the lifestyle and retail sector. The table below also lists the top Waitrose competitors and elaborates Waitrose market segmentation, target group, positioning & Unique Selling Proposition (USP).

Waitrose SWOT, Competitors, Marketing STP & Brand analysis Table
Waitrose Brand Analysis
Parent Company

John Lewis Partnership




Lifestyle and Retail

Tagline/ Slogan

Quality you'd expect at prices you wouldn't


Waitrose is a retailer that is not characterized only by its quality, but its range

Waitrose STP

Households and Hospitality industry

Target Group

People from all age groups wanting to buy groceries


Waitrose is Britain's largest employee-owned retailer

Waitrose SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Waitrose. Strengths are:

1. Waitrose has a royal warrant to supply groceries to Queen Elizabeth and Prince Charles

2. It has a substantial share of the market with over 300+ stores in UK

3. Waitrose's advertising efforts are popular among the people in the country 

4. Recent marketing has attempted to portray it as more ethical than its competitors

5. Waitrose is building up a brand identity worldwide by sponsoring English Cricket Team

6. Success of myWaitrose loyalty card, as a disruptive innovation

7. Close to 50,000 people employed with Waitrose company

8. Recipient for several awards and recognition


Here are the weaknesses in the Waitrose SWOT Analysis:

1. Intense competition means price wars, hence lesser margins for Waitrose

2. Social media backlash regarding an article published in the magazine Waitrose Kitchen


Following are the Opportunities in Waitrose SWOT Analysis:

1. Success of its white based packaging of essential goods

2. Waitrose can take forward there “community matters” campaign to generate good word of mouth publicity

3. To gain more market share in coming times across various geograohies

4. Building upon rich image heritage and expanding in more favorable markets


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

1. Lagging behind the competition locally and globally

2. Increasing competition from ecommerce websites can affect the business

3. Poor economic situation in UK can hurt Waitrose's business

Waitrose Competition

Below are the top 9 Waitrose competitors:

1. Asda

2. Tesco

3. Sainsburys

4. Morrisons

5. Walmart


7. Debenhams

8. Amazon

9. Boots

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

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 Waitrose. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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