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

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

SWOT analysis of Converse analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Converse 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 Converse to benchmark its business & performance as compared to the competitors and industry. As of 2020, Converse is one of the leading brands in the lifestyle and retail sector.

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

Converse SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Converse Brand Analysis
Parent company

Nike

Category

Apparel and accessories

Sector

Lifestyle and Retail

Tagline/ slogan

Band and Of Ballers; All star –shoes, we have got you covered-clothes

Usp

Converse offers trendy and vibrant sports  apparel for men and women

Converse STP
Converse Segmentation

Men and women sporting casual sports apparels

Target group

Converse loyal customers and other SEC A men and women in the age group of  18-24 sporting casual wear

Converse Positioning

Converse is America's original sports company

Converse SWOT Analysis
Converse Strengths

Below are the Strengths in the SWOT Analysis of Converse:

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

4. The company has a long history since 1908 and a huge loyal customer base.

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

Converse Weaknesses

Here are the weaknesses in the Converse SWOT Analysis:

1. Tough competition from existing brands means limited market share growth

2. Converse products can be cannibalized by its popular parent brand

Converse Opportunities

Following are the Opportunities in Converse SWOT Analysis:

1. Very well known brand in across the world

2. More product development opportunities exist for Converse as most of the products are fashion sensitive

3. Converse can also diversify into shirts, bags as these are high value items

4. More aggressive advertising and promotion through e-commerce platforms

Converse Threats

The threats in the SWOT Analysis of Converse are as mentioned:

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

3. Fake imitation products is a threat to the brand

4. Being a global brand, Converse's business can be affected by recession and economic fluctuations

Converse Competition
Competitors

Below are the top 12 Converse competitors:

1. Nike

2. Reebok

3. New Balance

4. Adidas

5. Puma

6. Fila

7. Bata

8. Liberty Shoes

9. Under Armour

10. Umbro

11. Woodland

12. Asics


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 Converse. 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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