SWOT Analysis of Russell Athletic with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Apparel and Accessories
Lifestyle and Retail
True to the Game
Quality sporting goods
Men and women who are into sports and atheletics
Young men and women from the upper middle class
Complete American sportswear brand.
1. Strong brand portfolio for the American sports which almost all categories of clothing, equipment and accessories to make it a complete sports lifestyle brand. 2. The brand has well stabilized after it being acquired by Mr. Warren Buffett led Berkshire Hathaway one of the largest conglomerate holding companies in the world. 3. With a contract with a lot of sports teams across USA it is the largets producer of sports uniforms and accessories in USA. 4. The company has outsourced its manufacturing outside America to maintain economies of scale
5. Good brand visibility of the brand across US
1.The brand has faced difficulties in expanding outside the US market and to go global 2. The brand has not been able to sustain its own retail fronts compared to competitors
1. The brand can start e-tailing which has emerged as a successful form of retailing. 2. The brand can also look at overseas markets where there is a demand for American sportswear products. 3. The brand can also engage in several CSR initiatives along with its sports tie-ups to improve its credibility.
1. The brand faces the largest apparel ban on its products since 2009 by various organizations for its discrepancies in labor conduct policies. 2.The brand also faces challenges its competitors who are global leaders in terms of sports products and the recent allegations also rake up this threat. 3. Fake imitations cause brand problems
The brandnames and other brand information used in the brandguide section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only. Utmost Care has been taken in the analysis of the brands. However, if you find any ambiguity kindly help us improve.