Liverpool SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

Liverpool SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Liverpool, 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 Liverpool to benchmark its business & performance as compared to the competitors, and make strategic improvements. Liverpool is one of the leading brands in the sports teams and events sector.

The article below lists the Liverpool SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Liverpool SWOT Analysis:

SWOT Analysis of Liverpool

For Liverpool, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Liverpool Strengths

The strengths of Liverpool looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Liverpool :

1.Strong global brand name and loyal fan following
2.Excellent marketing, global brand presence and high quality merchandising
3.Their stadium Anfield can accommodate around 45,000 spectators
4.Have had sponsorships with Crown Paints, Candy, Carlsberg and Standard Chartered Bank.

Liverpool Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Liverpool SWOT Analysis:

1.Two major tragedies i.e Heysel Stadium disaster (1985) and Hillsborough Disaster (1989)
2.Have been unable to win major titles in the English competition since a considerable time
3.Player and management issues

Liverpool Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Liverpool SWOT Analysis:

1.Tapping global fan bases like India, China, USA
2.More advertising and brand visibility would help build on brand equity

Liverpool Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Liverpool are as mentioned:

1.Other top clubs buying out good players
2.Internal problems between players and management

3.Financial debts incurred due to expensive player transfers

Liverpool Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 9 competitors of Liverpool:

1. Manchester United

2. Chelsea

3. Arsenal

4. Barcelona Football Club

5. Real Madrid

6. AC Milan

7. Inter Milan

8. Bayern Munich

9. Juventus

Hence this concludes the Liverpool SWOT analysis.

Continue reading more about the brand/company.

About Liverpool

Liverpool Overview
Parent Company

Fenway Sports Group


Football Club- England (English Premier League)


Sports Teams and Events

Tagline/ Slogan

You’ll Never Walk Alone


One of the most popular sports clubs across the European continent

Liverpool STP

Millions of people across the world who love to play or watch football

Target Market

Men in the age group 15 and above globally


The Reds always perform and play together as a team

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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