Dunelm Group SWOT Analysis, Competitors & USP

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

SWOT analysis of Dunelm Group analyses the brand by its strengths, weaknesses, opportunities & threats. In Dunelm Group 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 Dunelm Group to benchmark its business & performance as compared to the competitors. Dunelm Group is one of the leading brands in the lifestyle and retail sector.

The article below lists the Dunelm Group SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Dunelm Group SWOT Analysis:

SWOT Analysis of Dunelm Group

For Dunelm Group, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Dunelm Group Strengths

The strengths of Dunelm Group looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Dunelm Group :

1. Legacy of serving people since 1979 leading to strong brand equity
2. Offers wide range options for home furnishings including bedding, cushions, blinds, decors, lights, mirrors, rugs.
3. Gives an option to reserve your furnishings and collect it later.
4. Accepts newer idea from the customers.

5. One of the largest homewares retailers in the United Kingdom

Dunelm Group Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Dunelm Group SWOT Analysis:

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.


Dunelm Group Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Dunelm Group SWOT Analysis:

1. More young professionals living away from home and living in nuclear families building new homes. Hence their target group is increasing fast.
2.Increasing purchasing power parity leading to improved lifestyles e.g – buy more sophisticated home furnishings
3. Expand network, product selection  and reach to people by opening up more flagship stores.

4. open up opportunities for personalized furnishings on the lines of Presto.

Dunelm Group Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Dunelm Group are as mentioned:

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 other furnishings stores.
3.Competition laws an lack of large scale development space leading to merger of many convenience stores.


Dunelm Group Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Dunelm Group:

1. Debenhams PLC
2. Halfords Group PLC
3. Mothercare PLC

Hence this concludes the Dunelm Group SWOT analysis.

Continue reading more about the brand/company.

About Dunelm Group

Dunelm Group Overview
Parent Company

Bill Adderley & Jean Adderley

Category

Home furnishings store

Sector

Lifestyle and Retail

Tagline/ Slogan

Add some wow to your windows

USP

Stylish décor for house interiors for furnishing

Dunelm Group STP
Segmentation

People who want to give a personalized touch to their homes.

Target Market

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.


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.

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