O Neill SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 3223

SWOT Analysis of O Neill with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

O’Neill Inc.


Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

Cross the Line between Sanity and Madness


Complete water-sportswear brand

O Neill STP


Water sportswear brand

Target Group

Urban upper middle class men and women


Exclusive water-sportswear

O Neill SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of O Neill :

1.The brand has a legacy of half a century and is attributed to be the pioneers of the modern wet-suits which create a special place for the brand in this segment with it having a 60% share in surf-wear in the world.
2. The brand is present across the world through MBO’s with leading retailers with every retailer stocking up a particular category for the brand.
3. The brand’s Sea Odyssey program to educate youth about the maritime environment has been a great success.
4. The brand has diversified into various other clothing lines like casual wear thereby extending brand portfolio.

5. The brand is the biggest sponsor of sports events like Big Mountain Pro, World-Cup of Surfing.


1. The brand has not been able to make a great impact on overseas markets and is primarily big only in the American markets.
2.The brand does not have flagship stores or an online store which limits the long-time prospects


1. The brand can start an online store selling select merchandise online.
2. The brand can foray into overseas markets with exclusive stores which improves brand visibility.
3. The brand can start Sea programs like Odyssey in emerging markets.

4. The brand can outsource its production units in order to maintain the economies of scale in the long-run.


1. The brand faces the largest threat of environmental regulations which is a threat.
2. The brand also faces the dilemma of currency fluctuations across the world which can cause serious scale issues.
3.The recent slowdown in global markets can affect the sales in a big way.

O Neill Competition


Below are the 3 main O Neill competitors :

1. Quick-silver
2. Adidas
3. Nike

The brandguide table above concludes the O Neill SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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