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Lowe’s SWOT & PESTLE Analysis

ID : 52569353| Jul 2019| 15 pages


Business Sector :Retail, Home Improvement

Operating Geography :United States and Canada

About Lowe's :

Founded by Carl Buchan in 1946, Lowe’s is a Fortune 50 home improvement company headquartered in Mooresville, North Carolina, USA. The company serves 18 million customers every week across USA and Canada. The company also had a presence in Mexico but had to pull out due to poor performance of its stores in the Mexican market. The company operates 2200 home improvement and hardware stores. The company has 300000 employees. The stores sell merchandise of many top brands like GE, Samsung, Whirlpool, Stainmaster, Sylvania etc. The products are sourced from 7500 vendors around the world. The company also provides installation services through contractors in various product categories like appliances, kitchens, millwork etc. The company also has an Authorised Service Repair network that provides repair services for tools, fireplaces, water heaters etc.

Lowe's Revenue :

US $ 71,309 million (FY ended February 1, 2019) (3.9% YoY increase)
US $ 68,619 million (FY ended February 2, 2018)

Competitive Analysis of Lowe's

The SWOT analysis of Lowe's is presented below:
1. Presence of well-known brands across categories attracts customers
2. Efficient supply chain is a win-win scenario for company and customers
3. Strong omni-channel capabilities enabling seamless customer experience
4. Lowe’s Innovation Labs – a major source of competitive advantage
1. Poor overseas performance forcing store closures and suspending expansion plans
2. Weak performance compared to biggest competitor Home Depot
1. Rising trend of DIY in home improvement
2. Baby boomers are looking to make their homes old age friendly
3. Booming home improvement market in Asia offers a great expansion opportunity
4. Strategic acquisitions to enhance operational capabilities
1. Cybersecurity incidents to affect business and reputation
2. Payments related risks could prove costly for business
3. Uncertainties involved in acquisitions could harm the company
4. Highly competitive home improvement market
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Detailed SWOT Analysis of Lowe's



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1. Rising trend of DIY in home improvement: The home improvement market is expected to cross $1120 billion by 2025, of which DIY based home improvement market is estimated to be worth $680 billion as per leading industry estimates. The major driver of this trend is the high cost of hiring professionals. People with tight budget constraints prefer to opt for the cheaper option of watching a DIY tutorial and carrying out home improvement work themselves. A survey result shows that 80% of Americans found hiring professionals to be costly and 73% felt there is enough information available for them to do the work by themselves. Lowe’s is capitalizing on this trend to position itself as a trusted source of DIY material by posting helpful tips about many home improvement projects on the company website. There are tips for bathroom, kitchen, dining room, garden, etc.

2. Baby boomers are looking to make their homes old age friendly: As baby boomers are entering their 70s and 80s, they are realizing the need to make their homes old age friendly. This is one of the major drivers of the home improvement market, with households having people aged 55 and above accounting for half of the spending on home improvement of $424 billion in 2017. These people wish to grow old in the same place and are willing to spend on making the place accessible even in old age. People who are doing home improvement projects to increase accessibility spend more than those doing home improvement for other purposes. So, baby boomers are an important target group for companies like Lowe’s to generate significant revenues. However, Lowe’s seems to be focusing more on millennials and the DIY generation like its competitors. As the company struggles to fight off competition, it might be good to put some investment in targeting baby boomers, which is the segment that other companies do not seem to be focusing much on.

3. Booming home improvement market in Asia offers a great expansion opportunity: The strong housing market in Asia Pacific and introduction of innovative high-margin products in the Asian market has led to this region becoming the fastest growing home improvement products market in the world. The Asia Pacific home improvement market was worth $91 billion in 2016, which was 35% of global sales. The growth rate was 30% during 2011-2016, surpassing North America in 2012, and is expected to be high in future too. There is great potential in this region for retailers who can come up with comprehensive packages to cater to the do-it-for-me nature of customers in this region. Major countries for home improvement products in this region are China, India, Malaysia, Japan, Thailand, Taiwan, Philippines, South Korea and Singapore. Lowe’s had a joint venture in this region with an Australian company Woolworth, but withdrew due to lack of growth. The company can make another attempt in this region by focusing on the above-mentioned countries that have better growth opportunities than Australia. In these countries, Lowe’s presence is currently limited to a Global Innovation Centre in India that supports the customer experience enhancement efforts of Lowe’s through analytics. It is time to launch stores and internet retailing options in this region too.

4. Strategic acquisitions to enhance operational capabilities: Lowe’s acquires companies that provide services that can complement its existing products and services in order to provide better service to customers. In 2017, the company acquired Maintenance Supply Headquarters, a top distributor of products related maintenance, repair and operations (MRO) for multifamily housing industry. This was an important part of Lowe’s strategy to better serve the needs of Pro customers. In 2016, the company had acquired another MRO distributor named Central Wholesalers. To strengthen its data-driven merchandise assortment and pricing decisions, the company also acquired Boomerang Commerce’s Retail Analytics platform. Assortment and pricing were key areas of Lowe’s strategy that needed modernization.


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Major Competitors :

  • Home Depot
  • Ace Hardware
  • Bed Bath & Beyond
  • Do It Best Corp
  • The True Value Company
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Check Out Analysis of Other Relevant Companies

References used in Lowe's Analysis Report

1. Lowe's Companies Inc (LOW)

2. Lowe's 2018 Annual Report

3. Lowe’s Plans to Exit Home Improvement Joint Venture in Australia

4. Lowe's to get rid of Mexico stores in further restructuring

5. Lowe's stores closing in dozens of locations across U.S., Canada

The detailed complete set of references are available on request in the 'Complete report' on purchase.

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SWOT & (2020). Lowe’s SWOT & PESTLE Analysis - SWOT & [online] Available at: [Accessed 04 Jun, 2020].

In-text: (SWOT &, 2020)

Copyrights and Disclaimer

Lowe's SWOT and PESTLE analysis has been conducted by Nipunn V and reviewed by senior analysts from Barakaat Consulting.

Copyright of Lowe'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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