SWOT analysis of Fila analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Fila SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.
SWOT Analysis is a proven management framework which enables a brand like Fila to benchmark its business & performance as compared to the competitors and industry. As of 2020, Fila is one of the leading brands in the lifestyle and retail sector.
The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Fila competitors and includes Fila target market, segmentation, positioning & Unique Selling Proposition (USP).
| Fila Brand Analysis | |
|---|---|
| Parent Company |
Fila Korea Limited |
| Category |
Apparel and accessories |
| Sector | |
| Tagline/ Slogan |
Sport for life |
| USP |
Fila offers high quality premium and innovative sports wear |
| Fila STP | |
| Fila Segmentation |
The Group of people who are fashion conscious and like the sporty look to their daily lifestyle. |
| Fila Target Market |
People between 18-35 Years including athletes, fashion conscious people. |
| Fila Positioning |
Fila is one of the world's largest sportswear manufacturing companies |
| Fila SWOT Analysis | |
| Fila Strengths |
Below are the Strengths in the SWOT Analysis of Fila: 1. The Fila brand has very popular sports brand ambassadors which has promoted their brand very well. 2. The innovative use of mixing different components of cloth into making a different sportswear was very successful 3. Fila’s has a very successful brand image due its motivational designs 4. They have a very good name for its brand logo as its full of colors and easily identifiable 5. The brand has over 100 stores all over the world 6. Strong legacy of the brand since its inception in 1911 7. Fila has diversified into clothes and kids apparel along with shoes |
| Fila Weaknesses |
Here are the weaknesses in the Fila SWOT Analysis: 1. Fila has tremendous competition from sports apparel brand globally meaning smaller market share 2. Limited range of products compared to big brands and low brand advertising |
| Fila Opportunities |
Following are the Opportunities in Fila SWOT Analysis: 1. Fila can be the first brand to inculcate a casual culture into a brand experience 2. The lines of expanding into casual clothing and sports equipment 3. More advertising can boost the brand image and presence of the brand 4. Opening more Fila stores can help attract the youth more. |
| Fila Threats |
The threats in the SWOT Analysis of Fila are as mentioned: 1. The new changing trends could replace the existing product range quickly 2.Switching cost is very low in this Industry, so regular innovation and adapting to changes in sports industry is quint-essential 3. High competition for Fila means limited market share growth 4. The industry is dominated by a few big players, hence difficult to overcome customer perception can be an issue |
| Fila Competition | |
| Competitors |
Below are the top 12 Fila competitors: 1. Nike 2. Reebok 3. New Balance 4. Converse 5. Puma 6. Adidas 7. Bata 9. Under Armour 10. Umbro 11. Woodland 12. Asics |
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Fila. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.
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