Athleta is a Brazilian-based sports goods manufacturing Japanese multinational company. A Brazilian company Santa Isabel Textile Manufacturing founded the sportswear company in 1935. Today, we’ll discuss the SWOT analysis of Athleta; it outlines strengths and weaknesses; opportunities, and threats that the company has to face; as a business strategy analysis example company.
The products and services portfolio of Athleta
- Tights
- Sneakers
- Shorts
- Vests
- Jackets
- Sunglasses
- Swimwear
- Totes
Parent Company of Athleta
- GAP
Statistical facts and figures of Athleta
- Annual revenue – 1.4 billion USD (2023)
- Employees – 3839
- Predictions – 4 billion USD (2028)
Competitors of Athleta
- GymShark
- Nike
- Outdoor Voices
- Columbia Sportswear
- Beyond Yoga
- Lululemon
- Under Armour
- Adidas
- Puma
The SWOT analysis of Athleta would analyze the internal strengths and weaknesses of the company; and external opportunities and threats that the brand has to face. Here’s Athleta SWOT analysis as a business strategy analysis example company as follows;
Strengths of Athleta
Some of the main internal strengths in the Athleta SWOT analysis example company as business strategy analysis are as follows;
Large Portfolio
Athleta has developed a very large and diversified product portfolio comprising of a wide range of sportswear products and goods. They range from yoga tights, shorts, shirts, swimsuits, sunglasses, and many other sportswear items for the sports market.
Product Variety
Along with a vast large product portfolio, Athleta offers a great variety of products in every sportswear item and category. For instance, customers could easily different sizes and colors of sportswear items. It allows the company to target different segments of the customer market.
Affordable Price Range
Athleta offers sportswear products and goods at an affordable price range to the customers; instead of offering highly expensive sporting items. It allows the company to target the price-conscious customer market that wants quality and affordable sportswear products.
Healthy Lifestyle Brand
Athleta has successfully established a healthy lifestyle brand image and it is relevant to the existing market trends. The company has done so by engaging and participating in healthy and sporting activities.
Marketing & Sponsorship
Athleta sponsors various mega sporting events especially the football team and football clubs. The sponsorship of mega sporting events and teams gives significant brand exposure to the company. Along with sponsoring mega-events, the company also sponsors various sporting celebrities, and their brand endorsement further strengthens the brand image.
Loyal Customer Base
Athleta has established a very large database of loyal customers in various countries across the world. Customers prefer to buy Athleta’s sportswear items because they are a good quality and available at an affordable price range.
Weaknesses of Athleta
Some of the main internal weaknesses in the Athleta SWOT analysis example company as business strategy analysis are as follows;
Limited Male Apparel
There is no doubt Athleta has established a very large and diversified sportswear product portfolio. It mostly focuses on offering a variety of female athletic wear; very few male sporting apparel are offered by the company. On the other hand, the male sportswear market is very large and big and earns significant revenue and profitability.
Lower Market Share
Athleta has a limited global market share as compared to other competitive brands like Nike and Adidas. Limited market presence and heavy reliance on a few regional markets is not a good marketing and business strategy for the brand.
Opportunities for Athleta
Some of the main available opportunities in the Athleta SWOT analysis example company as business strategy analysis are as follows;
Market Expansion
Athleta should consider expanding its customer market share by entering new geographical regions and markets across the world. It allows the company to increase its sales, revenue, and profitability; and strengthen its market and brand positioning.
Portfolio Expansion
Athleta should expand its product portfolio, especially in the male sportswear product line. The male sportswear market holds significant growth potential, and it would help the sporting brand to target new customers in new markets worldwide.
Research and Innovation
Innovation and research are the keys to business growth and development. Athleta invests resources in unique sportswear designs, comfortable and reliable products, and efficient methods of products. It would help the brand to decrease the wastage and improve the overall productivity.
Strategic Alliance
The best strategic approach for increasing the market share is building strategic alliances with other small regional brands in different countries. It allows the company to increase its customer market share.
Threats to Athleta
Some of the main potential threats in the Athleta SWOT analysis example company as business strategy analysis are as follows;
Tough Competition
Athleta is facing tough competition from various sporting brands like Lululemon, Adidas, and Nike. They have earned a significant market share in the sportswear industry. Their presence in the market has made it highly difficult for the sportswear brand to maintain its market share.
Economic Crisis
The global market is going through a phase of recession and financial crisis due to various international political conflicts. The unemployment rate is increasing; when people don’t have a job, they won’t spend it on the procurement of sportswear items.
Conclusion: Athleta SWOT Analysis Example Company |SWOT Analysis of Athleta |Business Strategy Analysis
After an in-depth study of the SWOT analysis of Athleta; we have realized that Athleta is the world’s leading sportswear Brazilian origin Japanese multinational company. If you are learning about Athleta SWOT analysis example company; then you should keep in mind the abovementioned internal strengths and weaknesses; external opportunities and threats as brand strategy analysis.
Ahsan Ali Shaw is an accomplished Business Writer, Analyst, and Public Speaker. Other than that, he’s a fun loving person.
