ASICS SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 18132
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SWOT Analysis of ASICS with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

ASICS

Parent Company

ASICS

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Sound mind sound body

USP

ASICS offers shoes for sports enthusiasts & professional atheletes

ASICS STP

Segment

People Enthusiastic about sports

Target Group

Men and women from the upper middle class and upper class

Positioning

ASICS offers all-sports footwear, apparel & accessories

ASICS SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of ASICS. Strengths are:

1. ASICS has established itself as a niche brand in sports footwear

2. The company is known as a leader in innovation

3. Strong global presence of ASICS which results in strong reach

4. Sponsorship of many international teams and players, apart from being associated with international sports events

5. Strong R&D team coming up with innovative products for apparel and equipment form different disciplines

6. Tie-up with sports teams & players help ASICS develop a high brand recall

Weaknesses

Here are the weaknesses of ASICS :

1. Diversification may lead to brand dilution

2. ASICS was to first create more market and awareness in countries where sports shoes shopping is not a culture

Opportunities

Following are the Opportunities of ASICS :

1. To increase awareness about ASICS in emerging countries

2. Integrate the e-business in the business model to increase efficiency

3. To become a market leader in this segment as there are limited well known players

Threats

The threats of ASICS are as mentioned :

1. Substitutes available at cheaper costs can affects ASICS' business

2. Increasing indirect players getting into this sports segment

3. Competitors increasing brand awareness and penetration

ASICS Competition

Competitors

Below are the 12 main ASICS competitors :

1. Nike

2. Reebok

3. New Balance

4. Converse

5. Puma

6. Fila

7. Bata

8. Liberty Shoes

9. Under Armour

10. Umbro

11. Woodland

12. Adidas


The brandguide table above concludes the ASICS SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.

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