The Works SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 1546

SWOT Analysis of The Works with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

The Works

Parent Company

Endless LLP, Anthony Solomon, David Luper and HSBC Bank Plc.




Lifestyle and Retail

Tagline/ Slogan

What will you discover?


Discount books

The Works STP


Price conscious and school goers

Target Group

Children and lower middle class


Books and other items at the lowest prices

The Works SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of The Works :

1. Over 300 stores in UK which is good presence
2. Also sells toys, gifts, stationary.
3. Opens additional temporary outlets to cater demand during Christmas period
4. Strong backing from Endless LLP


1. Since price is the main concern, the books are not the best in the market which also means limited market share
2. With the introduction of toys and DVDs, the customers see the store more as a place to buy gifts and not a bookstore


1. Sale of e-books and support software is a lucrative market
2. Emphasis can be laid on customized and personalized gifting
3. Delivery of goods outside UK can be done through postal and parcel service


1. The e-book market has eaten away a lot of the market share
2. File hosting sites often have the latest books as soon as they are in the market
3. While  The Works in into toys, there are a number of stores such as Toys ‘R’ Us which specialize only in toys.

The Works Competition


Below are the 4 main The Works competitors :

2. W & G Foyle Ltd
3. Waterstones

4. W H Smith


The brandguide table above concludes the The Works 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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