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Kohl’s SWOT & PESTLE Analysis

ID : 52338453| Feb 2019


Business Sector :Retail

Operating Geography :North America, USA

About Kohl's :

Kohl’s Corporation, or simply Kohl’s, is an American publicly traded, departmental retail store chain founded on 12th September, 1962 in Milwaukee, United States. It is America’s largest departmental retail store chain operating more than 1100 stores across 49 states and generating an annual sales of approximately USD 18 billion. As of January, 2017 it had close to 138000 full-time and part-time associates. It offers apparel, footwear, accessories for men, women and children as well as home products and home wares. It offers a mix of private label and exclusive brands as well as national brands.

Kohl's Revenue :

$ 18686 million – 2016

Competitive Analysis of Kohl's

The SWOT analysis for Kohl's is presented below:
1. Strong Merchandising
2. Strong Brand Equity
3. Strong Distribution Network
4. Bargaining Power over Vendors
1. Minimal Global Presence
2. Seasonality
1. Potential in Online Markets
2. Potential in Emerging Economies
1. Change in Government Policies
2. Increased Competition
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Detailed SWOT Analysis of Kohl's



1. Strong Merchandising: Kohl’s stores have a fairly consistent assortment of merchandise across its stores which helps in maintaining a standard among the customers. Also the wide range of products offered at the stores ranging from national labels to private and exclusive labels helps in increasing sales. Its private brands such as Apt. 9, Croft & Barrow etc. are well-known and established in the US market. Also it targets the middle-income segment customers with housewares and home products which forms a core business segment for them.

2. Strong Brand Equity: Having being in operation for more than 50 years, Kohl’s enjoys a great amount of trust and loyalty among its customers. This loyalty has made Kohl’s into the number 1 retailer in US of many national brands such as Levi’s, Columbia etc. Their focus on creating personalized connections with their customers serves as a key competitive advantage which helps in retaining their existing customers as well as win new customers.

3. Strong Distribution Network: Kohl’s enjoys a strong distribution network spread across the length and breadth of US which helps it in maintaining inventory and easy shipping and delivery. It has 9 retail distribution centres which help in easy shipping of inventory to the retail stores several times in a week. All the stores of Kohl’s are equipped to ship online orders which helps in reducing distribution costs. It also has 5 online-fulfillment centres which are dedicated to shipping online orders.

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SWOT & (2020). Kohl’s SWOT & PESTLE Analysis - SWOT & [online] Available at: [Accessed 06 Apr, 2020].

In-text: (SWOT &, 2020)

Copyrights and Disclaimer

Kohl's SWOT and PESTLE analysis has been conducted by Mrinal Ojhaand reviewed by senior analysts from Barakaat Consulting - an Ezzi IT and Business Consulting venture.

Copyright of Kohl's SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.

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