Key Competitors Strengths: Weaknesses: Traditional well Regarded as being "out of established brand. touch" and unfashionable to Big variety of products/ wear, departments sometimes seen as not including food. Known for affordable for the average good quality food in parlower income consumer. ticular. No strong USP. Loyal consumer base Opportunities: To introduce more technologies in store, to collaborate with younger influencers. Expand upon older markets 40-50 and 60-80 year old womenswear
Threats: M&S is in close competition with other good quality food services like Ocario, CO OP and Waitrose. Failure of department stores in general Internet shopping
Strengths: Weaknesses: Seen as more Doesn't have food fashionable and young- sector to compete with er brands and designer M&S and John Lewis. brands are available. There is a confusing Appeals to both women store lay out, and men. there is no distinguished There are regular sales USP. and discounts. There is no clear target consumer. Threats: Online shopping Opportunities: is a big concern and could Improve online lead to it’s dismay shopping for modern conas many sumers and be known forproducts can be found fast home deliveries. cheaper online. Introduce self check out Introduce more technolo- There are already rumours of failure and closure of gies in store, the store. Introduce more student discounts.
Strengths: Appeals to modern consumer who can browse quickly on phone. Next day delivery on prime highly appealing. Covers most necessities. Prices can be easily compared. Known for good discounts on technology/ beauty (add on products) Opportunities: To open more physical stores Start a take away delivery service. Cater more towards older consumers by offering tutorials, communities, classes.
Weaknesses: Can't see/feel product. Amazon fresh is relatively new and not well known. Miss out on older consumers who don't trust online services/ don't use technologies often. Not known for good quality or fashionable clothing. Threats: Brick and mortar has a personal touch, can interact with staff for questions and doubts. Consumers see shopping as a social activity and go to physical stores. Wish.com sells items online for half the price sometimes even FREE but at the cost of a longer delivery.
