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David Jones Limited SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: December 06, 2023Read time:

Here is a detailed SWOT analysis of David Jones Limited covering strengths, weaknesses, opportunities and threats.

David Jones Limited Strengths

  1. Exclusive Design and wide presence, currently has 38 stores located in most Australian states and territories
  2. David Jones, a Welsh immigrant, and is claimed to be the oldest continuously operating department store in the world still trading under its original name
  3. Wide selection of products offered and a plenty of space of parking for customers coming from far off places
  4. High product quality
  5. Acquisition by Woolworths “breathe new life” into the David Jones brand at a time when apparel companies are expanding in South Africa and Australia
  6. David Jones promises to offer competitive prices on the best national and international brands, to provide a high standard of service while maintaining integrity as a company serving Australia.
  7. Approx 40 stores and around 7000 employees

Above are the strengths in the SWOT Analysis of David Jones Limited. The strengths of David Jones Limited looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

David Jones Limited Weaknesses

  1.  Limited brand presence as compared to market leaders in terms of total stores
  2. The brand has lower revenues as its business is restricted when measured with global players

These were the weaknesses in the David Jones Limited SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

David Jones Limited Opportunities

  1. Global expansion into the new markets
  2. Expansion of product lines with investment coming from parent company
  3. More advertising and marketing activities

Above we covered the opportunities in David Jones Limited SWOT Analysis. The opportunities for any brand can include prospects of future growth.

David Jones Limited Threats

  1. Local Competitors
  2. Other players of the market which have established stores in New York
  3. Fluctuating economic conditions

The threats in the SWOT Analysis of David Jones Limited are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the David Jones Limited SWOT analysis.

About David Jones Limited

The table below gives the brand overview along with its target market, segmentation, positioning & USP

David Jones Limited

Parent Company

Woolworths Holdings Limited


Department Store


Lifestyle and Retail

Tagline/ Slogan

There's no other store like David Jones


The best and most exclusive goods

David Jones Limited STP

Urban  Metropolitan retail and departmental stores

Target Market

High End/ High Income group


Shop with confidence at David Jones


This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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