Sports Direct SWOT Analysis, Competitors & USP

Sports Direct

Parent Company

Mike Ashley Sports

Category

Retail

Sector

Lifestyle and Retail

Tagline/ Slogan

24HR Delivery

USP

UK’s number one sports retailer

Sports Direct STP

Segment

Sports goods and accessories

Target Group

Youth, Sports and fitness, above average

Positioning

Customers get more for their money through being fit, socialize or simply enjoy the products

Sports Direct SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Sports Direct :

1. UK’s number one sports retailer with over 470 stores.
2. Trusted brand as it had been for over decades
3. Tie-up with large number of famous sports brands like Nike, Adidas, Reebok, etc
4. Long list of renowned subsidiaries like Slazenger, Lilywhites, USC, etc

5. Savvy price strategy that hits the mark with consumer, thus increasing the credibility of the retailer

6. Low staff turnover: Company pays high bonuses to floor staff and managers

7. Strong online presence with the tagline 24HR delivery, this gives access to customers to get the products delivered to their home

Weaknesses

1. Sports industry is a highly competitive market which result in slow growth in market share
2. Company operates under low margins which creates doubt about future profitability

Opportunities

1. With the economic problems in EuroZone rumbling on, company has exciting opportunity to establish itself in Eastern and Western Europe
2. Company follows aggressive strategy in acquiring brands across Europe which gives it opportunity to reach customers across segments

Threats

1. Rising cost of raw material can affect revenue vastly, since the firm operates at low profit margin
2. Tax changing policy due to Eurozone crisis can adversely affects the functioning
3. Development of new digital technology can cause strong technological problems.

Sports Direct Competition

Competitors

Below are the 3 main Sports Direct competitors :

1. Foot Locker, Inc.
2. JJB Sports plc
3. Snow & Rock Sports Ltd