Lillywhites SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1761

SWOT Analysis of Lillywhites with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Sports Direct International


Sports Retailer



Tagline/ Slogan

Dedicated to sport


History of sporting connection since 1859, sporting standards set by Lillywhites. Known for their quality products.



People who are into sports as a passion or as a profession - sportsmen

Target Group

Sporting class professionals who have traditional likings for sports good and prefer quality of good even at higher prices.


Lillywhites have been associated with different sports for generations standing for sporting standards. They are positioned as high quality premium price sports goods for sportsmen.

SWOT Analysis


1.Legacy of being associated with different sports and setting sporting standards since 1859.
2. Rich heritage of offering high quality sports goods since 1925.
3. Strategic location offering rich status to the store at Piccadilly circus.
4. Located in major cities renowned for sports like Leeds.

5. Apart from sports goods, also offers camping equipments.


1. Financial difficulty faced when tried to move into lower price segment by offering goods at lower prices.
2.The prices of items are higher than supermarkets and other stores which might limit the target group.


1.Looking for other opportunities and diversifying- recently launched London Fight Zone on their Lillywhites store in Piccadilly Circus.
2.Increasing purchasing power parity leading to improved lifestyles e.g – spend more on sports as hobbies and passion
3. Expand network, product selection  and reach to people by opening up more flagship stores and subway brands along the lines of their growth strategy currently being pursued.

4. Involved in many football teams as sponsors which forms a dedicated group of target consumers and also increases brand value.


1.Robbery attempts and other threats lead to high priority security concerns for property loss as also safety of employees working late into the night.
2. Intense competition from other cheaper sports stores, supermarkets, and other convenience stores.
3. Competition laws an lack of large scale development space leading to merger of many stores.



2.M&M Sports
3.JD Sports



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