Comet Group SWOT Analysis, USP & Competitors

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SWOT Analysis of Comet Group with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Comet Group

Parent Company






Tagline/ Slogan

We deal in your ideal


Offering best possible customer value



Shoppers of electrical products

Target Group

Electrical product shoppers who want to make the best choice among brands


Best price, best choice and best service

SWOT Analysis


1. One-stop-shop for buying electronics
2. Was once UK’s second largest electronic goods retailer
3. Customer engagement: assistance while purchase

4. Ease of purchase: touch and feel, compare brands prior to purchase


1. Low customer satisfaction and also the brand got closed in 2012
2. No online presence
3. Inability to evolve with the changing business and customer needs


1. Multi-channel: They could have proactively ventured in the online retail space
2. Shopping experience: They could have ensured a superior in-store shopping experience to deter customers from switching to other purchase formats
3. Cost-leader: Competitive low-prices would have boosted sales volumes


1. Increase in competition
2. Economic downturn leading to plummeted consumer confidence levels, and lower demand
3. Emergence of newer alternatives to make purchases: online and direct-formats



1. Dixon
2. Amazon
3.John Lewis

4. Argos

The table above concludes the Comet Group SWOT analysis along with its marketing and brand parameters.


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