Waitrose SWOT Analysis, Competitors & USP

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

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

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

SWOT Analysis of Waitrose

For Waitrose, 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.

Waitrose Strengths

The strengths of Waitrose 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 Waitrose :

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

Waitrose 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 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

Waitrose 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 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

Waitrose 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 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 9 competitors of Waitrose:

1. Asda

2. Tesco

3. Sainsburys

4. Morrisons

5. Walmart


7. Debenhams

8. Amazon

9. Boots

Hence this concludes the Waitrose SWOT analysis.

Continue reading more about the brand/company.

About Waitrose

Waitrose Overview
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 Market

People from all age groups wanting to buy groceries


Waitrose is Britain's largest employee-owned retailer

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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