BHS British Home Stores SWOT Analysis, USP & Competitors

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SWOT Analysis of BHS British Home Stores with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

BHS British Home Stores

Parent Company

Arcadia Group




Department Store

Tagline/ Slogan

“Made Easy”, “ Modern Living”


Low cost modern household items



Apparel and household items

Target Group

Middle income families


British high street family favourite.

SWOT Analysis


1. Has a strong emotional connection with Britons as they connect it to childhood memories of buying school uniforms and kitchen ware with their mother.

2. Global presence through self- owned stores as well as wide franchisee network; has very strong presence in the Middle East countries.

3. Has 170+ stores throughout the United Kingdom; mainly located on high street

4. The company has over 17,000 employees working for thr organisation

5. The brand has also extended its presence in a few select international destinations


1. Its Online service is limited as many customers face trouble with less information

2. Presence of many substitute brands means less revenue share


1. Integrate online and store sale policy terms and have multichannel approach to tap in all segments of customers

2. Increase its global presence by partnering in emerging economies where there is demand for value for money products


1. The company runs on cost competition and hence costs have to be kept very low to make profit. With rising raw material and sourcing costs this is becoming more difficult.

2. Too many companies now catering to the same segment is decreasing volumes



1. Marks and Spencers

2. John Lewis


The table above concludes the BHS British Home Stores SWOT analysis along with its marketing and brand parameters.


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