John Lewis SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 13488

SWOT analysis of John Lewis analyses the brand/company with its strengths, weaknesses, opportunities & threats. John Lewis is one of the leading brands in the lifestyle and retail sector. The table below also lists the top John Lewis competitors and elaborates John Lewis segmentation, targeting, positioning & USP.

John Lewis

Parent Company

John Lewis Partnership


Department Store


Lifestyle and Retail

Tagline/ Slogan

Never Knowingly Undersold


Department store with online shopping which includes fashion, homeware, sports and electrical items.

John Lewis STP


People who have irregular working hours or work shifts

Target Group

Working class professionals who are fashion conscious and build a brand for themselves


The 'at home' stores are located within pre-existing shopping regions, and focus on Electrical, Home and Technology products

John Lewis SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of John Lewis. Strengths are:

1. One of the most upmarket retail stores in the UK
2. Offers wide range of fashion brands to choose from and also their own brands.
3. Also offers option to shop inline along with international delivery

4. The company has over 35,000 employees

5. The chain is known for its policy of "Never Knowingly Undersold"


Here are the weaknesses in the John Lewis SWOT Analysis:

1. The range of items offered is limited compared to super-markets 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


Following are the Opportunities in John Lewis SWOT Analysis:

1. More young professionals living away from home and are brand and image conscious. Hence their target group is increasing fast.
2. Increasing purchasing power parity leading to improved lifestyles
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


The threats in the SWOT Analysis of John Lewis 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 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.

John Lewis Competition


Below are the top 3 John Lewis competitors:

1. Marks and Spencer Group plc
2. ASDA Group Limited
3. Tesco PLC

The brandguide table above concludes the John Lewis 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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