Ellesse SWOT Analysis, Competitors & USP

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

SWOT analysis of Ellesse analyses the brand by its strengths, weaknesses, opportunities & threats. In Ellesse 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 Ellesse to benchmark its business & performance as compared to the competitors. Ellesse is one of the leading brands in the lifestyle and retail sector.

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

Ellesse SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Ellesse Brand Analysis
Parent Company

Ellesse Limited

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

The sport of life

USP

Complete Tennis wear brand

Ellesse STP
Segment

Sportspersons mostly  engaged in tennis sport

Target Group

Men, Women and teens from the urban upper class

Positioning

A premium tennis wear brand

SWOT Analysis of Ellesse
Ellesse Strengths

Below are the Strengths in the SWOT Analysis of Ellesse:

1. The brand has strong brand presence in over 20 countries through various MBO’s with sports retailers.
2. The brand is synonymous with the sport of tennis for than half a century giving it a unique place in the sportswear segment.
3. The Circolo Ellesse campaign for the sporting elite has been a success.
4. Ellesse depicts product connect stories of various famous tennis players  like Boris Baker, Goran Ivanisevic which gives a wide emotional connect to their proposition.

5.The brand lays special emphasis on new product development  and diversified into various sportswear like skiwear.

6.The brand runs various model hunt competitions and ad campaigns which view a story around the sport and the brand heritage which have been very effective.

Ellesse Weaknesses

Here are the weaknesses in the Ellesse SWOT Analysis:

1. Though the brand has diversified into various other product categories it has to depend on tennis-wear for most of its revenues.
2. The brand has not been able to expand its network effectively outside the European markets.
3. The brand does not have its own concept of flagship stores which kills the exclusivity of the brand.

Ellesse Opportunities

Following are the Opportunities in Ellesse SWOT Analysis:

1. The brand can start its own chain of exclusive stores in emerging markets like Asia where there is a huge market potential with the positive growth of tennis.
2. The brand can also start its own online store with shipping available across to improve visibility.
3.The brand can also auction sports memorabilia and use the proceeds for charity work under CSR programs.

Ellesse Threats

The threats in the SWOT Analysis of Ellesse are as mentioned:

1. The brand faces high fragmentation in the sports retail industry where there is low brand loyalty and high bargaining power of buyers.
2. The recent crisis in the European markets can affect the revenues of the brand which draws most of its revenues from there.
3. The brand also faces the threat of counterfeit products in its basic merchandise which can affect brand equity.

Ellesse Competition
Ellesse Competitors

Below are the top 3 competitors of Ellesse:

1.Nike
2.Adidas
3.Head


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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