Waitrose SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 6478
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SWOT Analysis of Waitrose with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Waitrose

Parent Company

John Lewis Partnership

Category

Supermarket

Sector

Lifestyle and Retail

Tagline/ Slogan

Quality you'd expect at prices you wouldn't

USP

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

Waitrose STP

Segment

Households and Hospitality industry

Target Group

People from all age groups wanting to buy groceries

Positioning

Waitrose is Britain's largest employee-owned retailer

Waitrose SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (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

Weaknesses

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

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

Opportunities

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

Threats

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

Competitors

Below are the 9 main Waitrose competitors :

1. Asda

2. Tesco

3. Sainsburys

4. Morrisons

5. Walmart

6. ALDI

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.

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