A.F. Blakemore SWOT Analysis, USP & Competitors

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SWOT Analysis of A.F. Blakemore with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

A.F. Blakemore

Parent Company

A.F. Blakemore


Convenience Store


Retail, wholesale and distribution

Tagline/ Slogan

Achieve sustainable growth together The Blakemore Way


Have been led by 3 generations of the Blakemore family; Pioneer in developing local convenience stores across England and Wales



People who have irregular working hours or work shifts and might go for impromptu purchases

Target Group

Working class professionals who want to buy everyday items like groceries, toiletries, drinks even during a weekend and also late at night as per their convenient time


A.F Blakemore is always there for the consumer whenever and wherever he needs, -- when payday is far, when winter is near, when mornings are lazy, when nights are big

SWOT Analysis


1. Legacy of serving people for 3 generations since 1917 leading to strong brand equity
2. Offers wide range of fresh and chilled food along with regional lines sourced from local suppliers for local community
3. Also offers a wide range of services including Post Office, PayPoint or Pay Zone, lottery, cash back, cash machines, E-top ups, news.
4. In store shopping experience caters to every customer

5. Over 7500people are employed with the organization


1. The range of food offered is limited compared to supermarkets which limits the options available to consumers.
2.The prices of items are higher than supermarkets and grocery stores which might limit the target group


1. More young professionals living away from home and working long hours prefer shopping at convenience stores. Hence their target group is increasing fast.
2.Increasing purchasing power parity leading to improved lifestyles e.g – more ready to eat foods
3. Expand network, product selection  and reach to people by opening up more flagship stores and subway brands along the lines of their growth strategy currently being pursued.


1.Robbery attempts and other threats lead to high priority security concerns for property loss as also safety of employees working late into the night.
2. Intense competition from corner stores, supermarkets, grocery stores and host of other convenience stores.
3.Competition laws an lack of large scale development space leading to merger of many convenience stores.



1.Booker Group PLC
2.Musgrave Group PLC
3.Palmer & Harvey McLane PLC


The table above concludes the A.F. Blakemore SWOT analysis along with its marketing and brand parameters.


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