ECCO SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 8761
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SWOT Analysis of ECCO with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

ECCO

Parent Company

ECCO Sko A/S

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Shoes must follow the foot, Shoes for life

USP

Premium quality leather shoes and accessories.

STP

Segment

Shoes and accessories segment

Target Group

Men and women upper middle and upper class

Positioning

Long lasting leather shoes and accessories.

SWOT Analysis

Strengths

1.Attributed to be one of the only shoe company  in the world to own and manage each and every step in the production process from tanning to the end-point of sales.  
2. Strong brand presence in over 90 countries with more than 4000 points of sale.
3. Company maintains economies of scale with over 5 tanneries in five countries spread across Asia and Europe and nearly 80% of the shoes are manufactured in its own factories.
4. Company’s research program to reduce the environmental impact of the tanning process has been a success.

5.The  brand’s  foray into leather accessories has been a success .

6. The brands exclusive retail outlets as performance centers have been a great success.

Weaknesses

1.The brand does not heavily advertise as its competitors who only brand and market their products.
2.Fake replicas and imitation products affects brand image

Opportunities

1.The brand can tap new emerging markets like India and Africa.
2. In lieu of the research process to prevent environmental degradation the company can also work on a green campaign to promote its wares.

Threats

1. The fragmentation in the leather shoes segment is high leading to low customer loyalty.
2.The recent slowdown in the European and other markets could affect the profitability.
3. Many products coming as cheap substitutes for leather also pose a serious threat to the brand.

Competition

Competitors

1.Timberland
2. Clarks
3.Geox



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