SWOT Analysis of Arrow Shirts with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Phillipe Van Heusan
The Finest Shirt You'll Ever Put On; Authentic American style
Quality and finish. Arrow is famous for its ultra- formal shirts.
People who want to be in vogue and formal dressing as a lifestyle
Urban males from the middle and upper-middle class
Arrow customer continues to represent great values such as freedom, adventure, individual expression, and style through out the world
1. Excellent Products in terms of Quality and the market reach
2. It has a Premium Brand Image
3. Huge Brand Equity and Awareness of the brand 4. Arrow is licensed in over 55 countries and offers clothing for men, women and children 5. Good branding and advertising through TVC and print ads
1. Tough competition means limited market share 2. Due to many options to customer, brand loyalty is less and brand switching is high
1.The Dealer Base is small - thus it is easier to build an emotional connection with the customers
2.Customers are upgrading themselves, as the standard of living improves more people are now preferring branded and premium shirts 3. Global penetration with tie-ups would be beneficial 4. Tie-ups with offices, corporate etc
1.Huge competition with many new brands in market
2.Less switching cost for the consumers because of price wars and less differentiation
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