SWOT Analysis of Converse with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
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Converse |
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Parent company |
Nike |
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Category |
Apparel and accessories |
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Sector |
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Tagline/ slogan |
Band and Of Ballers; All star –shoes, we have got you covered-clothes |
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Usp |
Converse offers trendy and vibrant sports apparel for men and women |
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Converse STP |
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Segment |
Men and women sporting casual sports apparels |
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Target group |
Converse loyal customers and other SEC A men and women in the age group of 18-24 sporting casual wear |
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Positioning |
Converse is America's original sports company |
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Converse SWOT analysis |
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Strengths |
1. Converse offers mid premium segment apparels, shoes and other accessories for the youth with good adveritisng 2. Range captures international designs and trends and also special editions are launched for special occasions. 3. Converse shoes and the skate boards come in customizable designs 5. Converse has partnered with a NGO called RED, working for AIDS relief in Africa. 6. Famous sports celebrities are brand ambassadors 7. The lean organization system which converse follows makes in manufacture at least cost and minimum wastage 8. Strong backing of parent company Nike gives a big boost to the brand |
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Weaknesses |
1. Tough competition from existing brands means limited market share growth 2. Converse products can be cannibalized by its popular parent brand |
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Opportunities |
1. Very well known brand in across the world 3. Converse can also diversify into shirts, bags as these are high value items 4. More aggressive advertising and promotion through e-commerce platforms |
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Threats |
1. The industry is very price and fashion sensitive and hence Converse too faces the threat. 2. Local market also poses risk to the brand 4. Being a global brand, Converse's business can be affected by recession and economic fluctuations |
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Converse Competition |
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Competitors |
1.Nike 2.Puma 4.Fila 5.Adidas 6.Reebok 7.Bata |
The brandguide table above concludes the Converse 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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