ASICS SWOT Analysis, Competitors & USP

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

ASICS SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of ASICS, 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 make strategic improvements. ASICS is one of the leading brands in the lifestyle and retail sector.

The article below lists the ASICS SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the ASICS SWOT Analysis:

SWOT Analysis of ASICS

For ASICS, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

ASICS Strengths

The strengths of ASICS looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 12 competitors of ASICS:

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

Hence this concludes the ASICS SWOT analysis.

Continue reading more about the brand/company.


ASICS Overview
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 Market

Men and women from the upper middle class and upper class


ASICS offers all-sports footwear, apparel & accessories

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.

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