Mango SWOT Analysis, Competitors & USP

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

Mango SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Mango, 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, and make strategic improvements. Mango is one of the leading brands in the lifestyle and retail sector.

The article below lists the Mango SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Mango SWOT Analysis:

SWOT Analysis of Mango

For Mango, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Mango Strengths

The strengths of Mango looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 2 competitors of Mango:

1. Zara

Hence this concludes the Mango SWOT analysis.

Continue reading more about the brand/company.

About Mango

Mango Overview
Parent Company

Mango Inc.


Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

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


Fashion from Spain

Mango STP

Fashion conscious women in the middle age group

Target Market

Urban upper-middle and upper class


A complete lifestyle brand for women

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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