Waitrose SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 6090

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


Parent Company

John Lewis Partnership




Lifestyle and Retail

Tagline/ Slogan

Quality you'd expect at prices you wouldn't


A retailer that is not characterized by its quality, but its range

Waitrose STP


Households and Hospitality industry

Target Group

People from all age groups wanting to buy groceries


Britain's largest employee-owned retailer

Waitrose SWOT Analysis


1. Company 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.It 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. Building up a brand identity worldwide by sponsoring English Cricket Team

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

7. Close to 100,000 people employed with the organization

8. Recipient for several awards and recognition


1.Intense competition means price wars, hence lesser margins
2.Social media backlash regarding an article published in the magazine Waitrose Kitchen


1.Success of its white based packaging 
2.Take forward there “community matters” campaign to generate good word of mouth publicity
3.To gain more market share in coming times

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


1.Laging behind the competition locally and globally
2.Failure to clarify there stand on ‘ free coffee’ scheme 
3.Poor economic situation in UK

Waitrose Competition


1. J Sainsbury PLC

2. Tesco

3. Morrisons

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.


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