Dorothy Lane Market SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 962

SWOT Analysis of Dorothy Lane Market with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Dorothy Lane Market

Parent Company

Dorothy Lane Market Inc.


Grocery Store



Tagline/ Slogan

Honestly Local


Gourmet Grocery Store



Sells across all demographic segments

Target Group

Food Enthusiasts and Upper Middle class


Grocery Store specializing in hard to find items

SWOT Analysis


1.Good quality of products at competitive prices

2.Extended dining options at many stores

3. It’s innovative new recipes are highly popular

4.Store ambience very good with clean and hygienic feel

5. Excellent customer service leading to customer satisfaction

6.Good image in the local community thanks to its community service programs

7. Received several national awards for its innovation and quality

8. DLM culinary school is highly popular and drives in many new customers

9. DLM Loyalty program heavily rewards regular customers

10. DLM has many innovative programs/events on weekends which are a huge pull


1. Other than its highly popular dishes other dishes are not that appreciated

2. Limited brand awareness and market share compared to big retail giants

3. Customers may often shop for basic groceries at competitors and come here just for the speciality items

4. Business model makes price conscious customers avoid this stores


1. Expand the restaurant part of the store as it is a major draw

2. Provide better promotional offers

3. Product and services expansion

4. Try to reduce costs by building better ties with local producers

5.Consumer trends towards healthier foods

6. Opening new stores in high growth neighbourhoods

7. Expansion into new gourmet foods segments like releasing recipe books, etc.

8. Build on its international reputation and expand into new markets


1. Low-price competition

2. Changing customer shopping preferences and trends
3.Weak economic conditions will particularly affect Dorothy Lane because it specializes in high price niche groceries

4.Suppliers providing tainted products may affect the well-built brand image

5. New entrants like Whole foods entering the market near Dorothy Stores



1.  Walmart

2. Kroger

3. Earth Fare

The table above concludes the Dorothy Lane Market SWOT analysis along with its marketing and brand parameters.


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