Fruit of the loom SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 4258
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SWOT Analysis of Fruit of the loom with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Fruit of the loom

Parent Company

Berikshire Hathaway

Category

Apparel and accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Good days start with Fruit of the loom

USP

A brand that has a rich heritage and an asuuarnce of standard quality.

STP

Segment

Middle to higher segment

Target Group

All men and women who have a good purchasing power

Positioning

A brand that has all kinds of apparel with good quality and affordable price.

SWOT Analysis

Strengths

1. Fruit of the loom has over 233000 employees and over 500 stores all over the world.

2.The Brand is the leader in underwear Garments section in the world.

3. The company was very innovative and were given the credit to invent the V-neck vests in the world.

4. The brand offers unconditional guarantee on all its products it sells.

5.The distribution system of the brand was very effective in the form of supplying the garment to wholesalers, discount merchandisers.

6. The company is vertically integrated

Weaknesses

1. The brand had issues like manufacturing overcapacity, allocation of raw material.

2. Policy of depending on low margin in boxers and underwear’s backfired over a period of time.

Opportunities

1.Expansion into countries  in Africa, Asia.

2. Brand extension in the form of creating a quality and brand for niche customers.

Threats

1.Existing Competitor’s and other new entrants providing the same product in the same price –structure.

2. The switching cost in this segment is low, hence the brand has to be extremely competitive and innovative in the market.

Competition

Competitors

1.Jockey

2.Hanes


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