Let's pick Columbia Sportswear, which is into Apparel and accessories segment with an usp of being end to end aports wear brand. They have positioned themselves as a brand that provides sports brand with target audience as young generation of upper and urban classes.
Let's move ahead with SWOT analysis.
Strengths:
1. Established in 1938, there is a strong legacy behind the company and hence loyal customer base.
2. Got the name of being largest American ski apparel brand
3. Innovative digital marketing campaigns that were so successful.
4. Effective production plans and teams in place, which means lower costs and better economies of scale.
5. International presence, across 70+ markets and 10000+ outlets.
Weaknesses:
1. Though present in various locations, strong presence is witnessed only in America and weak presence in other international locations.
2. Competitors have aggressive marketing strategies which they don't adopt.
3. Competitors are global leaders as against this company's weak footprints.
Opportunities:
1. Aggressive marketing strategies, that can help them take forward.
2. Collaboration with retailers at places of weak presence.
3. Organic and inorganic takeovers can be targeted to expand presence.
Threats:
1. Presence of too many brands, that into a very generic segment, is too detrimental in the long run
2. Customer loyalty is too difficult to maintain in this dynamic segment.
3. Local brands in various countries, that have access to resources at cheaper rates, provide similar products at much cheaper rates.
4. Weaker presence outside America can become a bigger issue as time passes on.
Competitors:
Umbro, Nike, Adidas, etc.
Concentrating on expanding outside American continent with aggressive marketing strategies laying a close eye on threats and weaknesses is the way forward for better brand management.
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