WH Smith SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

SWOT analysis of WH Smith analyses the brand/company with its strengths, weaknesses, opportunities & threats. In WH Smith SWOT Analysis, 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 WH Smith to benchmark its business & performance as compared to the competitors and industry. As of 2020, WH Smith is one of the leading brands in the lifestyle and retail sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top WH Smith competitors and includes WH Smith target market, segmentation, positioning & Unique Selling Proposition (USP).

WH Smith SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
WH Smith Brand Analysis
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
WH Smith Segmentation

Income, hobby, attitude

WH Smith Target Market

High income, reading, travelers

WH Smith Positioning

Being a responsible business is a high priority

WH Smith SWOT Analysis
WH Smith Strengths

Below are the Strengths in the 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.

WH Smith Weaknesses

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

WH Smith Opportunities

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

WH Smith Threats

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
Competitors

Below are the top 3 WH Smith competitors:

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

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.

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, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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