Bath & Body Works SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 9770

SWOT Analysis of Bath & Body Works with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Bath & Body Works

Parent Company

L Brands


Beauty products, Cosmetics


Lifestyle and Retail

Tagline/ Slogan

Straight from the heartland


Quality products perfect for treating oneself

Bath & Body Works STP


Urban men and women, Higher Income group

Target Group

High income group beauty conscious men & women, cosmopolitan customers


High quality care for the body

Bath & Body Works SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Bath & Body Works :

1. It has an annual revenue of about $3.3 billion
2. It operates about 1640 stores throughout North America and also has online store 
3. Its online store sales grew by 18% in 2014 while the same store sales increased by 7%

4. It constantly tries to do innovation in its product variety
5. It has a wide variety of personal and beauty care products

6. Very strong parent company in L Brands which is financially very strong


1. It had unsuccessful promotions of natural care products
2. It has an inefficient supply chain
3. It has low market share as compared to competitors


1. It has a huge potential to grow its natural and ecofriendly products
2. Online expansion due to growth of ecommerce
3. Increase in demand from emerging economies


1. Fierce competition in personal and beauty care category
2. Sales are severely affected by the performance of the economy

Bath & Body Works Competition


Below are the 3 main Bath & Body Works competitors :

1. Avon Products Inc.
2. The Body Shop
3. Procter and Gamble

The brandguide table above concludes the Bath & Body Works 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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