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Learning Journal 5

The SWOT analysis of Athlete's Warehouse identifies its strengths in reputation, product quality, and leadership, while highlighting weaknesses such as narrow focus, seasonal sales, and weak marketing. Opportunities for growth include e-commerce expansion and partnerships with sports teams, but threats from competition and economic fluctuations pose challenges. The company must enhance marketing efforts and diversify its product range to capitalize on these opportunities and mitigate risks.

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13 views3 pages

Learning Journal 5

The SWOT analysis of Athlete's Warehouse identifies its strengths in reputation, product quality, and leadership, while highlighting weaknesses such as narrow focus, seasonal sales, and weak marketing. Opportunities for growth include e-commerce expansion and partnerships with sports teams, but threats from competition and economic fluctuations pose challenges. The company must enhance marketing efforts and diversify its product range to capitalize on these opportunities and mitigate risks.

Uploaded by

juniormargan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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SWOT Analysis of Athlete’s Warehouse (A)

Donald J. Margan
Principle of Business Management, University of The People
BUS 1101-01 - AY2025-T2
December 19, 2024
SWOT Analysis of Athlete’s Warehouse (A)

Introduction:
In this section, Athlete’s Warehouse SWOT Analysis will be presented One of the main
objectives of this analysis is to know the position of the company with respect to its expansion
plans. The other objectives are to identify the strengths, weaknesses, opportunities and threats of
Athlete's Warehouse.
Strengths
• Strong Reputation: Sports gear and clothing for athletes is the specialty of Athlete’s Warehouse.
This strategy aids them in differentiating themselves in the market and earning customers’ money
and trust.
Why it Matters: Having a strong focus оn a certain category of product limits competition and
creates strong customer loyalty. According to the case, they have a strong fan base for other
sporting activities.
• Quality Products: The company is committed to high performance goods. This one clearly
makes them stand out from the crowd.
Why it Matters: High precision and quality of products results to many satisfied customers one
of them is the reviewers seen in this case which automatically results to high sales figures.
• Good Leadership: The leaders know the direction where they are supposed to go, and they
know how to deal with markets’ dynamics.
Why it Matters: The case study reveals that management is highly proactive in adjusting the
business plan to satisfy trends in the marketplace.
Weaknesses
• Narrow Focus: By concentrating only on sports equipment and clothing they have a relatively
limited sphere of growth.
Why it Matters: It implies that they can also expand by introducing additional goods or entering
new markets.
• Seasonal Sales: Sales greatly fluctuates during the year in relation to the sports season.
• Why it matters: According to the case financial reports when sales are slow they can cause
money flow issues.
• Weak Marketing: Their marketing strategies are not firm enough and their visibility is
suffering.
• Why it matters: The case states that advertisement has a limited volume and does not help them
acquire more customers.
Opportunities:
• E-commerce Growth: There is an increase in online shoppers and this is a great opportunity for
Athlete’s Warehouse to capture more customers.
• Why it matters: The case argues that targeting young customers through online channels can
lead to increased sales.
• Team Partnerships: Collaborating with regional sports teams may enhance their visibility and
augment their sales.
• Why it matters: The case mentions sponsorships and partnerships as opportunities they have not
yet fully taken advantage of.
• Trends in Health and Fitness: There has been an increase in fitness popularity which has led to
and increase in the need for more sports products.
• Why it matters: The case indicates this trend presents an opportunity to diversify the product
mix and target new markets.
Threats:
• Competition: Retail chains and online retailers could be formidable rivals to Athlete’s
Warehouse.
• Today’s biggest revelation: The case outlines how they compete by undercutting prices and
providing a variety of them.
• Economic Trouble: Altered economic conditions are able to influence the amount of money
people are willing to devote to the purchase of sports items.
• Why it Matters: Retail is highly sensitive to the economy, the case observes, and economic
recessions can render it almost moribund.
• Changing Tastes: Some customers/clients and persons who sell the products may have changing
tastes over a short time, thus making the product at some time less marketable.
• Why it Matters: The case warns that one should never lose sight of designs of the market
economy and always be ready to adjust to them.
Overall Evaluation:
The Company has merits such as emphasis specialization and product quality. The Company has
also disadvantages such as narrow focus, and poor marketing. They can take on e-commerce and
the fitness culture without the need for serious competition and economic conditions. In order to
do it more thoroughly they should focus on marketing, expanding product range and using
targeting new opportunities. Their success in the new world will depend on how they react and
strengthen their businesses against the competition.
References:
Howse, B. (1992). Athlete’s Warehouse (A). Atlantic Entrepreneurial Institute. Kotler, P., &
Keller, K. L. (2016).
Marketing Management (15th ed.). Pearson Education.David, F. R., & David, F. R.
(2017). Concise Introduction to Strategic Management: Concepts and Cases (16th ed.).
Pearson Education.

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