M and M Direct SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1648

SWOT Analysis of M and M Direct with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

M and M Direct

Parent Company

TA Associates


Online retail



Tagline/ Slogan

The biggest brands at the lowest prices for the whole family!


Branded products at clearance prices



People looking for lifestyle products

Target Group

Middle class people who are aspirational


Catalogue and online based branded retailer on an everyday discount basis

SWOT Analysis


1. Presence of major brands like Nike, Ralph Lauren, Diesel etc.
2. All the products are sold at clearance prices with up to 80% off
3. One of the oldest online retailers in the country
4.  Word of mouth advertising campaigns and strong customer involvement

5. Serves over a million customers annually and offers over 200 brands


1. Mail order retailing is on a decline
2. Drop in sales and operating profits compared to the year 2011
3. Could lose revenue share due to limited reach


1.  Online shopping business is on a rise and M and M direct occupy a niche in the online business
2. Opportunities to expand the business to other European countries
3. Can fortify their mobile app since mobile shopping is on the rise


1.  Competition is very high in online fashion retail
2.  Mail order business faces threat of extinction since more online stores come into fore
3. Since they are competing on prices, the presence of more competitors can significantly reduce profits



1. Asos
2. TK Maxx
3. Zalando

The table above concludes the M and M Direct SWOT analysis along with its marketing and brand parameters.


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