Harvey Norman SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 8021

SWOT Analysis of Harvey Norman with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Harvey Norman

Parent Company

Harvey Norman Holdings Ltd




Lifestyle and Retail

Tagline/ Slogan



Deliver everything to everyone

Harvey Norman STP


Cost conscious group

Target Group

Middle class and upper middle class


Everything to everyone in profitable manner

Harvey Norman SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Harvey Norman :

1. Largest Australian based retailer of electrical  and entertainment goods

2. Wide spread in countries like New Zealand, Malaysia, Singapore etc.

3. Attractive promotional offers to attract consumers from all strata

4. Has nearly 250 stores globally

5. Over 10,000+ employees form the workforce


1. Company faced controversies under alleged illegal business practices

2. Stiff competition from global players means market share growth is limited


1. Providing high quality products even at low prices is a tactic company could apply to win consumer mind

2. Expansion into lifestyle product segment by leveraging on brand name


1. Consumer durable segment is highly conscious about quality and brand name

2. Maintaining consumer top of mind position is consumer durable segment

3. Prices of electrical categories products have been decreasing year on year

Harvey Norman Competition


Below are the 5 main Harvey Norman competitors :






The brandguide table above concludes the Harvey Norman 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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