Russell Athletic SWOT Analysis, Competitors & USP

Russell Athletic SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Russell Athletic, 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 Russell Athletic to benchmark its business & performance as compared to the competitors, and make strategic improvements. Russell Athletic is one of the leading brands in the lifestyle and retail sector.

The article below lists the Russell Athletic SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Russell Athletic SWOT Analysis:

SWOT Analysis of Russell Athletic

For Russell Athletic, 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.

Russell Athletic Strengths

The strengths of Russell Athletic 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. Below are the Strengths in the SWOT Analysis of Russell Athletic :

1. Strong brand portfolio for the American sports which almost all categories of clothing, equipment and accessories to make it a complete sports lifestyle brand.
2. The brand has well stabilized after it being acquired by Mr. Warren Buffett led Berkshire Hathaway one of the largest conglomerate holding companies in the world.
3. With a contract with a lot of sports teams across USA it is the largets producer of sports uniforms and accessories in USA.
4. The company has outsourced its manufacturing outside America to maintain economies of scale

5. Good brand visibility of the brand across US

Russell Athletic 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 Russell Athletic SWOT Analysis:

1.The brand has faced difficulties in expanding outside the US market and to go global
2. The brand has not been able to sustain its own retail fronts compared to competitors

Russell Athletic 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 Russell Athletic SWOT Analysis:

1. The brand can start e-tailing which has emerged as a successful form of retailing.
2. The brand can also look at overseas markets where there is a demand for American sportswear products.
3. The brand can also engage in several CSR initiatives along with its sports tie-ups to improve its credibility.

Russell Athletic 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 Russell Athletic are as mentioned:

1. The brand faces the largest apparel ban on its products since 2009 by various organizations for its discrepancies in labor conduct policies.
2.The brand also faces challenges its competitors who are global leaders in terms of sports products and the recent allegations also rake up this threat.
3. Fake imitations cause brand problems

Russell Athletic Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 4 competitors of Russell Athletic:

1. Nike
2. Adidas
3. Reebok

4. Fila

Hence this concludes the Russell Athletic SWOT analysis.

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About Russell Athletic

Russell Athletic Overview
Parent Company	Berkshire Hathaway
Category	Apparel and Accessories
Sector	Lifestyle and Retail
Tagline/ Slogan	True to the Game
USP	Quality sporting goods
Russell Athletic STP
Segmentation	Men and women who are into sports and atheletics
Target Market	Young men and women from the upper middle class
Positioning	Complete American sportswear 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.

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