Umbro SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 7331

SWOT Analysis of Umbro with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Nike Inc


Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

Go Out There; Tailored by


Umbro is known for English football tailoring

Umbro STP


Apparel for athletics

Target Group

Athletes who play football


Umbro is a sportswear and football equipment brand

Umbro SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Umbro :

1. Umbro has a strong presence in around 90 countries

2. Enduring presence of 85 years in Manchester with launch of kits for them

3. Strong management of the Umbro brand as it is a subsidy of Nike

4. Strong brand equity and financial position

5. Excellent branding and advertising through

6. Umbro has sponsored several events especially football tournaments in the UK

7. Association with international football players as brand ambassadors boosts the brand image


1. High brand switching among customers with many other powerful sports brands available

2. Limited presence of Umbro in emerging economies as compared to a few other popular brands


1. Product differentiation which can label the brand as fashion brand

2. Tie- up with more emerging sports team can boost Umbro's brand presence

3. More branding and innovation needed as it comes under Nike


1. Fake imitations from other local brands can affect the brand sales

2. Brands which offer same style at lesser cost

3. Nike the parent brand is very established brand may eat the market share of Umbro

Umbro Competition


Below are the 12 main Umbro competitors :

1. Nike

2. Reebok

3. New Balance

4. Converse

5. Puma

6. Fila

7. Bata

8. Liberty Shoes

9. Under Armour

10. Adidas

11. Lotto Sport

12. Asics

The brandguide table above concludes the Umbro 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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