Myer SWOT Analysis, Competitors & USP

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

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

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

SWOT Analysis of Myer

For Myer, 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.

Myer Strengths

The strengths of Myer 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 Myer :

1.Australian chain of upscale mid to high range departmental store

2.Myer has stores in all Australian states and the Australian Capital Territory

3.Variety of brands in affordable price gives consumer a lot of choices

4. Strong brand presence and reputation in Australia

5. Customer-focused service

Myer 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 Myer SWOT Analysis:

1. Undeveloped distribution channel which serves only in some locations in Australia

2.Retail area prices are increasing still it has inadequate usage of area in showroom

3.Target consumers are present only in Australia and no global presence

Myer 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 Myer SWOT Analysis:

1.Foreign players are dominating retail sector so opportunity to tie up with these players

2.Opportunity to increase footfalls by exploring innovative promotional strategies

3.Enhance in showroom performance by effective use of staff members

Myer 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 Myer are as mentioned:

1. Consumer preferences are changing also lifestyle changing day by day

2.Customer are very much cautious about spending as disposable income decreasing due to slowdown

3.Difficult to target all segments of society

Myer Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 4 competitors of Myer:

1.David Jones Limited

2.Harris Scarfe

3.Kmart Australia

4.Target Australia

Hence this concludes the Myer SWOT analysis.

Continue reading more about the brand/company.

About Myer

Myer Overview
Parent Company

Myer Group




Lifestyle and Retail

Tagline/ Slogan

Myer is my store


Mid to high range stores

Myer STP

Price conscious group targeted departmental store

Target Market

Middle class and upper middle class individuals


Styles and quality

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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