Like I stated in the previous re-branding blog post, it’s crucial to outline the weaknesses of Slazenger before we actually re-brand it. This is exactly what the SWOT analysis provides, except it isn’t as pessimistic as JUST outlining the weaknesses. It also provides the strengths, opportunities and threats of the brand!
Here is our SWOT analysis for Slazenger:
| STRENGTHS -specialises in tennis, golf and cricket-longest running sporting sponsorship in history -was the first tennis ball supplier for Wimbledon in 1902. -strong range of sports accessories such as tennis rackets and balls etc -reasonably priced-stores in 23 countries | OPPORTUNITIES -more sponsorship opportunities with other sports -more countries to open up stores-enhance social media platforms and gain more social attention -embracing the heritage of the brand with nearly 150 years of global presence – engaging in more celebrity endorsements to represent the brand as prestige |
| WEAKNESSES -logo resembles the Puma logo with the similar jumping animal-shipping isn’t free-don’t have a mission statement-lacks social media platforms -very poor customer service page and form -no consistency within celebrity endorsements -bought out by Sports Direct | THREATS -competition from other sports brands such as Puma, Nike and Adidas – products are manufactured in China – the origin of CoronaVirus -unethical manufacturing and labouring could lose customers -other sportswear brands that are cheaper within the market e.g. Primark |
As MindTools states, a SWOT analysis ‘helps you to build on what you do well, to address what you’re lacking, to minimise risks, and to take the greatest possible advantage of chances for success.’. We as a company can now take these factors and focus on them for the re-branding – in order to make Slazenger the best that it can be!
Reference: SWOT Analysis: How to develop a strategy for success. MindTools. Accessed March 3, 2020. https://www.mindtools.com/pages/article/newTMC_05.htm
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