Wham-O SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 1161
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SWOT Analysis of Wham-O with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Wham-O

Parent Company

Mattel Inc

Category

Toy Brands & Manufacturers

Sector

Media and Entertainment

Tagline/ Slogan

-

USP

Earliest manufacturer and marketer of Frisbees and hoola-hoops

STP

Segment

Outdoor sports products

Target Group

Children and adults from the middle and upper middle class

Positioning

Outdoor sports enthusiasts

SWOT Analysis

Strengths

1.A wide product range for outdoor enthusiasts with products like boogie boards, Frisbees hoola-hoops and many others

2.Excellent pre and post-purchase service for the swing sets

3.Its 60 year old history has helped build a strong and trusted brand name

4.Products over a wide price range help the company cater a wider audience

5. Strong brand backing of Mattel

Weaknesses

1. The company has been acquired and hence lost its own name

2.The fad for some of its products like Frisbees, sling-shots is now limited

3.The company is currently autonomous but can be downsized by parent Mattel at any point of time

Opportunities

1.To bring back the craze for old products and new outdoor games via indirect advertising through movies etc.

2.To enter the party-organization space to expose more children to their products

3.Expand into markets like India where the craze of toys is still nascent due to late entry of big brands.

Threats

1.Decreasing space, especially in urban areas means the demand for such outdoor sport accessories is dying

2.Most of the products have a short life-cycle

3.The electronic games industry is attracting younger children. Games like the Wii help children perform physical exercises indoor. This is detrimental to the sales of Wham-O

Competition

Competitors

1. Creative Playthings

2. Fisher-price


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

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