Kohls SWOT Analysis, Competitors & USP

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

Kohls SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Kohls, 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 Kohls to benchmark its business & performance as compared to the competitors, and make strategic improvements. Kohls is one of the leading brands in the lifestyle and retail sector.

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

SWOT Analysis of Kohls

For Kohls, 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.

Kohls Strengths

The strengths of Kohls 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 Kohls :

1. Kohls has over 1000+ stores & has entered the S&P 500 & NYSE list

2. The chain is one of the 20 largest retailer in the United States

3. More than 100,000+ people are employed with Kohls

4. Revenue performance and financial position is high year on year

5. Kohls stores feature nationally recognized brand-name merchandise, exclusive labels, and private-branded goods

6. Present in Clothing, footwear, bedding, furniture, jewelry, beauty products, electronics, and housewares.

Kohls 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 Kohls SWOT Analysis:

1. Competition means constant challenge of retaining customers and market share

2. Limited global presence of Kohls specially in emerging economies

Kohls 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 Kohls SWOT Analysis:

1.Disposable income is increasing of the customers

2. Tapping the international market specially emerging economies

3. Acquisition of smaller retail chains can boost business of Kohls

4. More visibility through advertising and customer focused services

Kohls 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 Kohls are as mentioned:

1. More capital required for rapid expansion plan

2. Increasing raw material prices of goods

3. Unfavorable govt policies and increasing competition can reduce business of Kohls

Kohls Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 10 competitors of Kohls:

1. Walmart

2. Coles Group

3. Kroger

4. Target Corporation

5. Amazon

6. eBay

7. Sams Club

8. JC Penney

9. Dillards

10. Macys

Hence this concludes the Kohls SWOT analysis.

Continue reading more about the brand/company.

About Kohls

Kohls Overview
Parent Company

Kohl's Corporation


Department Stores


Lifestyle and Retail

Tagline/ Slogan

Expect great things


Kohls is an American department store chain which started as a corner store

Kohls STP

Departmental stores with clothing electronics and accessories

Target Market

Upper middle and upper class individuals


Kohls is a complete store for American families

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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