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

Nike Inc

Apparel and Accessories

Lifestyle and Retail

Go Out There; Tailored by

Umbro is known for English football tailoring

Apparel for athletics

Athletes who play football

Umbro is a sportswear and football equipment brand

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

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

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

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

Below are the top 12 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