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Alfred Dunhill SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: May 11, 2024Read time:

Here is a detailed SWOT analysis of Alfred Dunhill covering strengths, weaknesses, opportunities and threats.

Alfred Dunhill Strengths

  1. Dunhill is a prestigious member of the Richmond group which is owns brands like Cartier and other luxury leather goods brands.
  2. Gives the ultimate experience of masculinity to men by opening the “Dunhill House” in New York, Shanghai, Tokyo, Paris, London with tailors on hand, barbers, treatment rooms, restaurant bars and even rooms if customer wants to stay overnight.
  3. Dunhill is been worn by royalties and is been supplying suits to “James Bond” series
  4. The brand has stores more than 50 stores all around the world and was one of the first brands to have a flagship stores in London, Paris and New York.
  5. Dunhill uses extensive advertising to promote its products which has been a great success. Voice their recent advertising movie showing their spring collection in relation to London 2012 olympics.
  6. A brand which recognizes success has been sponsoring golf tournaments rewarding talented golfers.

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

Alfred Dunhill Weaknesses

  1. Thier online retail business has not been as successful as some other brands
  2. Presence of other international brands hence high brand switching
  3. Limited presence in some emerging economies which can be a potential market

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

Alfred Dunhill Opportunities

  1. Emerging markets and various expansions and acquisitions abroad
  2. Expansion into Hospitality sector

Above we covered the opportunities in Alfred Dunhill SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Alfred Dunhill Threats

  1. Other Luxury brands offering the similar quality at cheaper rates.
  2. Increasing Raw material prices
  3. Fake imitations and replicas affect the brands

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

Hence this concludes the Alfred Dunhill SWOT analysis.

About Alfred Dunhill

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

Alfred Dunhill Overview
Parent Company

Alfred Dunhill ltd


Apparel and accessories


Lifestyle and Retail

Tagline/ Slogan

Passion for creation


An innovative and masterpiece brand which aims at giving perfection to its customers with a British attitude.

Alfred Dunhill STP

Premium segment

Target Market

Successful men between age 35 and 55 who is “understated yet individual” fashion aware and are not dictated by to by fashion.


A brand which emits masculinity, ingenuity and Englishness into a contemporary attitude to a customer.

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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