Mango SWOT Analysis, Competitors & USP

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

SWOT analysis of Mango analyses the brand by its strengths, weaknesses, opportunities & threats. In Mango 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 Mango to benchmark its business & performance as compared to the competitors. Mango is one of the leading brands in the lifestyle and retail sector.

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

Mango SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Mango Brand Analysis
Parent Company

Mango Inc.

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

What should I wear; Fashion for the young, urban woman

USP

Fashion from Spain

Mango STP
Segment

Fashion conscious women in the middle age group

Target Group

Urban upper-middle and upper class

Positioning

A complete lifestyle brand for women

SWOT Analysis of Mango
Mango Strengths

Below are the Strengths in the SWOT Analysis of Mango:

1.Strong brand presence with its goal to be present in every city of the world has seen its presence in over 100 countries with over 2000 stores
2. The online campaigns have been a highlight with the online store too being popular among buyers
3. The presence of stores at prime locations has given the brand a strong footing in terms of the overall brand equity
4. The unique product line by Mango helps it differentiate from its competitors

5. Its foray into menswear too has been a success as a part of their diversification strategy
6. Has approx 9000 employees

Mango Weaknesses

Here are the weaknesses in the Mango SWOT Analysis:

1. All the apparel is designed and sourced from Spain which can cause serious concern when it comes to pricing as compared to its European counterparts
2. The major revenues earned by the brand are from apparel and not from other product line
3.Controversies over designs of some products has invited lawsuits inviting considerable criticism from the fashion industry

Mango Opportunities

Following are the Opportunities in Mango SWOT Analysis:

1. Mango can emerging retail markets like India and Africa which are largely unsaturated and can instill growth and stability for the brand.
2.Mango could diversify further into many other product line in order to further bolster the brand as the complete lifestyle brand

Mango Threats

The threats in the SWOT Analysis of Mango are as mentioned:

1. Trade barriers in terms of fluctuations in terms currency denominations can be a serious threat to the overall sales revenues.
2. The highly fragmented fashion industry means low brand loyalty and high bargaining power for consumers due to low switching cost.
3.The emergence of many new designers in this segment could pose a serious threat to the brand

Mango Competition
Mango Competitors

Below are the top 2 competitors of Mango:

1. Zara
2.Bershka


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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