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

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

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

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

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

Apparel for athletics

Umbro Target Market

Athletes who play football

Umbro Positioning

Umbro is a sportswear and football equipment brand

Umbro SWOT Analysis
Umbro Strengths

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

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

Umbro Opportunities

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 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

Umbro Competition

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

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 Umbro. 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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