ASICS SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 19051

SWOT analysis of ASICS analyses the brand/company with its strengths, weaknesses, opportunities & threats. In ASICS 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 ASICS to benchmark its business & performance as compared to the competitors and industry. ASICS is one of the leading brands in the lifestyle and retail sector. The table below also lists the top ASICS competitors and elaborates ASICS market segmentation, target group, positioning & Unique Selling Proposition (USP).

ASICS SWOT, Competitors, Marketing STP & Brand analysis Table
ASICS Brand Analysis
Parent Company



Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

Sound mind sound body


ASICS offers shoes for sports enthusiasts & professional atheletes


People Enthusiastic about sports

Target Group

Men and women from the upper middle class and upper class


ASICS offers all-sports footwear, apparel & accessories


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


Here are the weaknesses in the ASICS SWOT Analysis:

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


Following are the Opportunities in ASICS SWOT Analysis:

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


The threats in the SWOT Analysis 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

Below are the top 12 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. Browse marketing analysis of more brands and companies similar to ASICS. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories.

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