Sports Direct SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 14166

SWOT Analysis of Sports Direct with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Sports Direct

Parent Company

Mike Ashley Sports




Lifestyle and Retail

Tagline/ Slogan

24HR Delivery


UK’s number one sports retailer

Sports Direct STP


Sports goods and accessories

Target Group

Youth, Sports and fitness, above average


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

Sports Direct SWOT Analysis


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


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


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


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


Below are the 3 main Sports Direct competitors :

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


The brandguide table above concludes the Sports Direct 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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