Waterstones SWOT Analysis, USP & Competitors

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


Parent Company

A&NN Capital Fund Management





Tagline/ Slogan

Your local bookshop


Each Waterstone outlet sells books prominent and useful for that particular locality



Customers including wide range of age groups and income

Target Group

Those who are willing to buy books


Place to hang around with friends, sit and have coffee and read/buy books

SWOT Analysis


1. Leading bookseller in UK with close to 300 stores
2. Strategic tie ups with e-commerce companies
3. Rapid expansion across various localities and 4500+ employees
4. Enhancing readership by obtaining concession agreements with Starbucks, Costacoffee etc and later started its own Café W Brand

5. Received numerous awards and thus enhancing its own credibility among its customers

6. In-store marketing and merchandizing initiatives make the brand stand out of the crowd

7. Ventured into e-books and e-shopping platform

8. Huge brand recognition and brand identity in the places where the stores are present


1. Less offers/discounts compared to e-commerce counterparts
2. Not much expanded globally 
3. Number of people visiting the store would be reduced with increasing use of technology and Internet which is a concern


1. Leverage more on its digital/e-book space
2. Expand globally into the potential untapped market/economies
3. Strategic tie ups with shopping malls, schools etc


1. Increasing readership of e-books where the company didn’t make a strong presence
2. Increasing second hand book seller shops 
3. Discounts/offers offered by e-commerce book sellers



1. Foyles
2. WHSmith
3. Blackwell’s bookshop

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


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