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WH Smith SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: August 22, 2023Read time:

Here is a detailed SWOT analysis of WH Smith covering strengths, weaknesses, opportunities and threats.

WH Smith Strengths

  1. Prominent brand name: Presence in the category for more than 200 years
  2. Strong distribution network: over 600 stores on the high street and over 600 stores at airports, train stations, etc
  3. Meaty global presence: Beyond UK company also operates in Australia, South East Asia, India and Middle East
  4. Strong online service: offers like deliver orders over £15 free to your address, etc
  5. Generating awareness about environmental aspect of business thus increasing brand loyalty
  6. Company is made up of two core businesses- Travel and High Street. This provides stability, since low performance by one can be compensated by other.

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

WH Smith Weaknesses

  1. The travel business is impacted by geopolitical events, wars and acts of terrorism, etc. Thus resulting in generation of lower revenue during crisis
  2. With increase awareness of online shopping, entry barrier in the business has decreased significantly

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

WH Smith Opportunities

  1. With experience of more than 200 years in the sector company can strengthen its position across the globe
  2. Vertical Integration: Can develop its own branded magazines, entertainment products, etc

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

WH Smith Threats

  1. Long term economic slowdown can decrease the revenue significantly since consumer spending will reduce
  2. High competition from both supermarkets and online retailers in the high-street segment
  3. Growing awareness of E-books which are cheaper and easily available

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

Hence this concludes the WH Smith SWOT analysis.

About WH Smith

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

WH Smith Overview
Parent Company

WH Smith


Books, stationary, magazines, newspaper


Lifestyle and Retail

Tagline/ Slogan



More than 200 years old: First newsagent in the Smith family opened in 1792

WH Smith STP

Income, hobby, attitude

Target Market

High income, reading, travelers


Being a responsible business is a high priority

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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