·       Mamas & papas

·       Argos 

·       Kiddicare

·       Supermarkets – tesco, sainburys, asda

Dominant economic features:

Rivalry amongst firms: Mothercare is an established brand however the company faces strong competition from other retailers for example from retailers such as Mamas & papas, Hamleys, Argos, Kiddicare and supermarkets such as Tesco, Sainsburys and Asda. These retailers make competition for Mothercare tough as they sell the same products as Mothercare even though some operate rate at a lower scale. Hence the company has been struggling with its sales in the UK even though the company has showed strong performance internationally. 

Bargaining Power of Suppliers: Mothercare sells the same products as it sells online as well as what it sell in stores,
the company operated in multiple countries and therefore has and needs to keep a good relationship with its suppliers and has the choice to change therefore has a low bargaining power with it suppliers

Bargaining Power of Buyers: As there are other retailers selling similar products as Mothercare, customers have more choice also the increase in the availability of products online Mothercare faces high bargaining power from its buyers. 

Barriers to New Entry: Mothercare is an established brand across Europe, Asia and the Middle East, there are little barriers of entry for retailers trying to enter the market in which Mothercare operates within. However, countries from the Middle East and Asia face trade restrictions however the countries do not face barriers to start up online businesses and this is increasing amongst developing countries.   

Threat of Substitute: In the present generation internet has practically no feasible substitute, hence e-commerce is a safer platform from substitute technology perspective and makes it easier for companies who are looking for this medium as an option of entry. Hence threat of substitutes is low.

Typical customer - expectant mothers, mothers, grandparents and children under the age of 8 years

Targets mothers of all income from low to high as the company sells a range off products from the Mothercare own brand which is relatively affordable to high market brands depending on the product. 

Mothercare have positioned there brand to appeal to there main target market 

Price – Mothercare sell there own brand products at a lower price to cater to the lower income mothers that they market to. Also have a higher branded products which target mothers with more income. 

Product – products range from all types which aid new born babies, children and mothers, expectant mothers for example buggies, maternity wear, babies clothing – these products are targeted for the typical customer.

Promotion – event for expectant, first times mothers, promote new product to expectant mothers- vouchers – get feedback from events, online promotion mainly on social media – YouTube page where they show new products. 

Place – 152 stores in the UK and 1,302 Internationally , online – most sales come from online due to it being convenient especially for expectant mothers