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The SWOT Analysis Of Dunelm Add in library

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Describe about the SWOT Analysis of Dunelm?


The Dunelm is a British based home furnishing retail company. The store is in a prime location and is an one stop solution to the customers. But the store has certain weaknesses that are the store is not managed properly and there is a space crunch. The SWOT analysis of the company is done so as to understand the company and improve its weaknesses.

The strengths of Dunelm

  • The retail store is situated in a very god location with lots of retailers in the area. It is also surrounded by residential area and even has a university opposite to it.
  • The shop has an excellent layout which attracts the customers. The lightings are good with large displays of the brands at the entrance.
  • The store has lots of in-house brands as well as brands from outside which draws customers from all demographics (Ahmad, 2013).
  • It is a one stop shop for the people. The people find all the products under the same roof, from the house hold décors to garments; Dunelm is the ultimate solution for the local people.
  • There are several ‘touch and feel’ displays in the store for the customers. By this the customers get to feel the products before purchasing. It is a positive experience for the people which other retailers are unable to provide; leading to an increase in footfall.
  • The shop gives a value for money shopping experience to the people and also provides high quality product (Fine, 2009).
  • The shop has no close competitors in the neighborhood leading to more footfalls in the store.

The weaknesses of Dunelm

  • The first weakness is that there is a lack of space at the entrance of the shop. The shop floor area needs to be improved since it remains untidy with cartons of damaged products (Ahmad, 2013).
  • The fresh good that arrives are left on the aisle making it narrow and also they do not try to maintain the standard of the store.
  • The store has poor merchandising standards and some of the P.O.S has no mention of the prices on them.
  • There is lack of staffs on the shop floor area. Moreover there is no engagement of the staffs and the management while a delivery is being processed.
  • Due to the lack of the space the customers with push chairs find it hard to move around the store space leading to risks of health and safety (, 2015).

The opportunities of Dunelm

  • The store can improve its entrance and provide someone at the entrance to welcome the customers and meet their queries and assist them.
  • The store should replenish the stocks before and after the working hours so that the people or the customers do not feel crowded by the cartons of product laying on the shop floor.
  • They should appoint some staffs who can interact with the customers to ensure that they try and influence them and maximize the sales.
  • The use of click and collect would offset the customers to make the customers to purchase the products online from some fixes terminals inside the store.
  • The customers should be promptly interviewed in the store to get the feedback of the customers (, 2015).

The threats of Dunelm

  • The huge amount of the stock on the store floor can make the retail store lose its customers and may in turn lead to a risk in the profit margin.
  • A local competitor ASDA is also gaining up pace. The store sell products same as that of Dunelm and even has internal click and collect point. The competitor also has bright well lit stores and has catalogues with seasonal ranges.
  • The lack of staff in the floor space may even lead to customers leaving the stores without any purchase. If this happens then it is difficult to find any future customers.
  • The bulky stack of cartons in the kids section as well as in the trolleys in the fire exit can be a serious threat to the customers.


Ahmad, M. (2013). Marketing Case Studies and Swot Analysis. Saarbrücken: LAP LAMBERT Academic Publishing.

Fine, L. (2009). The SWOT analysis. [S.l.]: Kick It., (2015). [online] Available at: [Accessed 19 Feb. 2015]., (2015). [online] Available at: [Accessed 19 Feb. 2015].


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