SWOT Analysis of Dunelm Group with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Dunelm Group |
|
Parent Company |
Bill Adderley & Jean Adderley |
Category |
Home furnishings store |
Sector |
|
Tagline/ Slogan |
Add some wow to your windows |
USP |
Stylish décor for house interiors for furnishing |
Dunelm Group STP |
|
Segment |
People who want to give a personalized touch to their homes. |
Target Group |
Home makers who want to leave a touch of their personalities through their homes and its decors like curtains, blinds, beddings, cushions |
Positioning |
Dunelm group is always there with newer ideas to make your home resemble you and is always ready to accept newer ideas from its customers. |
Dunelm Group SWOT Analysis |
|
Strengths |
Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Dunelm Group : 1. Legacy of serving people since 1979 leading to strong brand equity 5. One of the largest homewares retailers in the United Kingdom |
Weaknesses |
1.The prices of items are higher than supermarkets which might limit the target group 2. The variety of items are limited by their offerings, options for personalized home furnishings like Presto not there. |
Opportunities |
1. More young professionals living away from home and living in nuclear families building new homes. Hence their target group is increasing fast. 4. open up opportunities for personalized furnishings on the lines of Presto. |
Threats |
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. |
Dunelm Group Competition |
|
Competitors |
Below are the 3 main Dunelm Group competitors : 1. Debenhams PLC |
The brandguide table above concludes the Dunelm Group 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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