WH Smith SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 5197
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SWOT Analysis of WH Smith with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

WH Smith

Parent Company

WH Smith

Category

Books, stationary, magazines, newspaper

Sector

Lifestyle and Retail

Tagline/ Slogan

-

USP

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

WH Smith STP

Segment

Income, hobby, attitude

Target Group

High income, reading, travelers

Positioning

Being a responsible business is a high priority

WH Smith SWOT Analysis

Strengths

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

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.

Weaknesses

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

Opportunities

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

Threats

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

Competitors

Below are the 3 main 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.

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