WH Smith SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 6058

SWOT analysis of WH Smith analyses the brand/company with its strengths, weaknesses, opportunities & threats. WH Smith is one of the leading brands in the lifestyle and retail sector. The table below also lists the top WH Smith competitors and elaborates WH Smith segmentation, targeting, positioning & USP.

WH Smith

Parent Company

WH Smith


Books, stationary, magazines, newspaper


Lifestyle and Retail

Tagline/ Slogan



More than 200 years old: First newsagent in the Smith family opened in 1792

WH Smith STP


Income, hobby, attitude

Target Group

High income, reading, travelers


Being a responsible business is a high priority

WH Smith SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of WH Smith. Strengths are:

1. Prominent brand name: Presence in the category for more than 200 years
2. Strong distribution network: over 600 stores on the high street and over 600 stores at airports, train stations, etc
3. Meaty global presence: Beyond UK company also operates in Australia, South East Asia, India and Middle East
4. Strong online service: offers like deliver orders over £15 free to your address, etc

5. Generating awareness about environmental aspect of business thus increasing brand loyalty

6. Company is made up of two core businesses- Travel and High Street. This provides stability, since low performance by one can be compensated by other.


Here are the weaknesses in the WH Smith SWOT Analysis:

1. The travel business is impacted by geopolitical events, wars and acts of terrorism, etc. Thus resulting in generation of lower revenue during crisis
2. With increase awareness of online shopping, entry barrier in the business has decreased significantly


Following are the Opportunities in WH Smith SWOT Analysis:

1. With experience of more than 200 years in the sector company can strengthen its position across the globe
2. Vertical Integration: Can develop its own branded magazines, entertainment products, etc


The threats in the SWOT Analysis of WH Smith are as mentioned:

1. Long term economic slowdown can decrease the revenue significantly since consumer spending will reduce
2. High competition from both supermarkets and online retailers in the high-street segment
3. Growing awareness of E-books which are cheaper and easily available

WH Smith Competition


Below are the top 3 WH Smith competitors:

1. Blackwell UK Limited
2. HMV Group plc
3. Amazon.co.uk Ltd

The brandguide table above concludes the WH Smith 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.

Browse marketing analysis of more brands and companies similar to WH Smith. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories.

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