Published in Lifestyle and Retail category by MBA Skool Team

ASICS is one of the leading brands in the lifestyle and retail sector. ASICS SWOT analysis evaluates the brand by its strengths & weaknesses which are the internal factors along with opportunities & threats which are the external factors. Let us start the SWOT Analysis of ASICS:

ASICS Strengths

  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

Above are the strengths in the SWOT Analysis of ASICS. The strengths of ASICS looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

ASICS Weaknesses

  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

These were the weaknesses in the ASICS SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

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ASICS Opportunities

  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

Above we covered the opportunities in ASICS SWOT Analysis. The opportunities for any brand can include prospects of future growth.

ASICS Threats

  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

The threats in the SWOT Analysis of ASICS are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the ASICS SWOT analysis.

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The table below gives the brand overview along with its target market, segmentation, positioning & USP

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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