ASICS SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 12568
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SWOT Analysis of ASICS with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

ASICS

Parent Company

ASICS

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Sound mind sound body

USP

Shoes for Sports Enthusiast

STP

Segment

People Enthusiastic about sports

Target Group

Men and women from the upper middle class and upper class

Positioning

All-Sports Footwear Brand

SWOT Analysis

Strengths

1. Has established itself as a niche brand in sports footwear
2. Known as a leader in innovation
3. Global Presence which results in strong reach
4. Sponsorship of many international teams and players, apart from being associated with international sports events
5. Strong rd team coming up with innovative products for apparel and equipment form different disciplines

Weaknesses

1.Diversification may lead to brand dilution
2.Has to first create more market and awareness in countries where sports shoes shopping is not a culture

Opportunities

1.To increase awareness about ASICS in emerging countries
2.Integrate the e-business in the business model to increase efficiency
3.To become a market leader in this segment as there are limited well known players

Threats

1.Substitutes available at cheaper costs
2.Increasing indirect players getting into this sports segment
3. Competitors increasing brand awareness and penetration

Competition

Competitors

1.Nike
2.Adidas
3. Fila


The table above concludes the ASICS SWOT analysis along with its marketing strategy and brand parameters.

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