Umbro SWOT Analysis

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

Umbro SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Umbro, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

Umbro is one of the leading brands in the lifestyle and retail sector. The article below lists the Umbro SWOT and includes its target market, segmentation, positioning & USP.

SWOT Analysis of Umbro

For Umbro, 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.

Umbro Strengths

The strengths of Umbro 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.

A list of strengths is mostly the starting point in starting SWOT analysis. Below are the Strengths in the 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

Umbro 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 Umbro SWOT Analysis:

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

Read more about Umbro

Umbro 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 Umbro SWOT Analysis:

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

Umbro 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 Umbro are as mentioned:

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

Hence this concludes the Umbro SWOT analysis.

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About Umbro

Umbro Overview
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 Market

Athletes who play football


Umbro is a sportswear and football equipment brand

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.

Browse marketing analysis of more brands and companies similar to Umbro. This section covers SWOT Analysis along with Segmentation, Target Market, Positioning & USP of more than 2000 brands from over 20 industry sectors.

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