O Neill SWOT Analysis

Published in Lifestyle and Retail category by MBA Skool Team, Last Updated: April 26, 2020

Here is a detailed SWOT analysis of O Neill covering strengths, weaknesses, opportunities and threats.

O Neill Strengths

  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.

Above are the strengths in the SWOT Analysis of O Neill. The strengths of O Neill looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

O Neill Weaknesses

  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

These were the weaknesses in the O Neill SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

O Neill Opportunities

  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.

Above we covered the opportunities in O Neill SWOT Analysis. The opportunities for any brand can include prospects of future growth.

O Neill Threats

  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.

The threats in the SWOT Analysis of O Neill are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Read Similar SWOT analysis

Hence this concludes the O Neill SWOT analysis.

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About O Neill

The table below gives the brand overview along with its target market, segmentation, positioning & USP

O Neill Overview
Parent Company

O’Neill Inc.

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Cross the Line between Sanity and Madness

USP

Complete water-sportswear brand

O Neill STP
Segmentation

Water sportswear brand

Target Market

Urban upper middle class men and women

Positioning

Exclusive water-sportswear


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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