Waitrose SWOT Analysis, Competitors & USP

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

SWOT analysis of Waitrose analyses the brand by 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. Waitrose is one of the leading brands in the lifestyle and retail sector.

The table below lists the Waitrose SWOT (Strengths, Weaknesses, Opportunities, Threats), top Waitrose competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Waitrose SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & 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

SWOT Analysis of Waitrose
Waitrose Strengths

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

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

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 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
Waitrose Competitors

Below are the top 9 competitors of Waitrose:

1. Asda

2. Tesco

3. Sainsburys

4. Morrisons

5. Walmart


7. Debenhams

8. Amazon

9. Boots

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.

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. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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