The Chaucer Head Bookshop SWOT Analysis, USP & Competitors

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SWOT Analysis of The Chaucer Head Bookshop with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

The Chaucer Head Bookshop

Parent Company

The Chaucer Head Bookshop


Second hand book seller



Tagline/ Slogan



Friendly, family owned second hand bookstore with a rich historical connection to William Shakespeare



People who are not very well to do and rely on buying second hand books.

Target Group

Working class people not affluent enough to buy books from standard stores and literature enthusiasts wanting the Shakespeare connection.


The Chaucer Head Bookshop carries a rich legacy and caters to the literary appetite of the residents of Stratford upon Avon

SWOT Analysis


1. Legacy of association with Shakespeare and the rich history of the building of 400 years
2. Strategic location on Stratford upon Avon
3. Offers books at lower prices second hand for less affluent

4. Has been a popular destination in UK for avid readers


1. The range of books is limited and hence offers little option.
2. Only second hand books sold, so higher class people not frequent much.


1. More young professionals indulging in Shakespeare and literature. Hence their target group is increasing fast.
2.Strategic location, also open to tourist book lovers.
3. Expand network, product selection and reach to people by opening up more flagship stores 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.
2. Intense competition from well established book stores.
3.Competition laws and lack of large scale development space leading to merger of many stores.



1. Blackwells

2. Foyle


The table above concludes the The Chaucer Head Bookshop SWOT analysis along with its marketing and brand parameters.


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