SWOT Analysis of Sports Direct with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Sports Direct |
|
Parent Company |
Mike Ashley Sports |
Category |
Retail |
Sector |
|
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. 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 |
Opportunities |
1. With the economic problems in EuroZone rumbling on, company has exciting opportunity to establish itself in Eastern and Western Europe |
Threats |
1. Rising cost of raw material can affect revenue vastly, since the firm operates at low profit margin |
Sports Direct Competition |
|
Competitors |
Below are the 3 main Sports Direct competitors : 1. Foot Locker, Inc. |
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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