ASICS SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

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. As of 2020, ASICS is one of the leading brands in the lifestyle and retail sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top ASICS competitors and includes ASICS target market, segmentation, positioning & Unique Selling Proposition (USP).

ASICS SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & 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

ASICS Segmentation

People Enthusiastic about sports

ASICS Target Market

Men and women from the upper middle class and upper class

ASICS Positioning

ASICS offers all-sports footwear, apparel & accessories

ASICS Strengths

Below are the Strengths in the SWOT Analysis of ASICS:

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

ASICS Weaknesses

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

ASICS Opportunities

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

ASICS Threats

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

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 ASICS. 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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