Evans Cycles SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1003
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SWOT Analysis of Evans Cycles with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Evans Cycles

Parent Company

Active LLC

Category

Cycle

Sector

Retail (In-store/ Online)

Tagline/ Slogan

90 years in cycling

USP

Sharing customer passion by providing high-quality products

STP

Segment

Shoppers of cycles

Target Group

Cycle shoppers who seek variety

Positioning

Evans Cycles is a specialist in cycle retail (in-store and online formats)

SWOT Analysis

Strengths

1. International, specialist retailer
2. Ever progressive culture with over 1000 employees
3. Key importance to quality

4. Trained, passionate, knowledgeable in-store staff

5.Large online presence internationally

6. Customer enjoyment: mountain bike and sportive road bike events

7. Expanding number of stores

8. Attractive discounts  available on certain products

9. Multichannel distribution services

Weaknesses

1. Very low brand awareness compared to popular brands due to geographic limitation
2. Sub-optimal post purchase services
3. Supply chain and distribution issues

Opportunities

1. Improve and enhance their supply chain systems
2. Invest more in after-sales services for speedy redressal of issues

3. Expand in terms of number of stores and countries
3. Cost-leader: Competitive low-prices would have boosted sales volumes

Threats

1. Increase in competition
2. Economic downturn leading to plummeted consumer confidence levels, and lower demand
3. Emergence of better alternatives to cycle

4. Import/ Export restrictions In countries

5. Competitor offering same products at equitable price levels

Competition

Competitors

1. Wheelbase
2. Chain Reaction Cycles
3. Cycle Surgery

4. Ribble Cycles

5. Tredz

6. Halfords



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