SWOT analysis of Athletes Warehouse

This case study provides a SWOT analysis of Athletes Warehouse, evaluating its internal and external factors. The strengths include the experience and background of the founders, their expertise in goods, and established credit score with manufacturers. The weaknesses include lack of funds, competition, and costs. The opportunities include different options for store location, no other business providing expert services, and growing industry. The threats include three other sporting goods stores in Grand Falls and Windsor, B&B Sports being an established store in the area, and Sports Stop offering similar goods.

SWOT analysis of
Athletes Warehouse

INTRODUCTION
Swot analysis is basically assessing the internal and external factors of a firm. Swot
evaluates a company’s position, potential, risks, and competition and makes further plans and
strategies to make the business profitable (Djellabi and et. al., 2021).
TASK
STRENGTHS
 Expirence and background – colin was so expierenced by working in other stores as a
executive director. And also he was a physical education teacher earlier and apart from
teaching he also had experienced other aspects of the business world.
 Colin’s established credit score with manufacturers – being experienced, brothers have a
very impactful and new ideas of running the store, finalizing prices of the goods, and
other factors of the company (Teoli, Sanvictores and An, 2019). So colin knew all the
external factors of other company’s procedures and protocols.
 Expertise in goods – colin and ed knew what people want, and help the customers and
after customers find that the brothers’ recommendations are right, the people became
their regular customers.
WEAKNESS
 Lack of funds - there was a lack of capital while starting the business. Brothers were
unable to stock the goods until when their business made enough goods but customers
prefer goods from other similar brands and might not prefer buying goods from the stores
like athlete’s warehouse. (Falcone and et. al., 2020).
 competition – the main competitive stores of the company would be the stores in Grand
Falls and Windsor as well as, Woolworths which have low price lines. People with low
budgets choose to shop from these stores.

 Costs – athlete’s warehouse had earned the average gross profit of 50 percent because
there were similar stores in the markets, colin and ed were sure that the other stores could
earn the same gross margin.
OPPORTUNITY
1. DIFFERENT OPTION FOR STORE LOCATION: To open stores the company has
many options.
The area of Grand Falls older down town area still posses some businesses, in which
there was the Grand Falls Co-op, a grocery store. Apart from this the Sobey's grocery
store was another store in the down town area. Also only 2.5 kilometres away from the
down town there are two stores namely Woolworth and Dominion are located in The
Exploits Valley Mall (Paes and et. al., 2019).
2. NO OTHER BUSINESS PROVIDING EXPERT SERVICES: There is no other
company which is providing services such as Athlete Warehouse. The company knows
the need of customers and is facilitating them by best possible services. From analysing
the required material to good customer services, the company is delivering expert
services.
3. GROWIN INDUSTRY: Health and fitness are a matter of talk now than ever, due to this
reason there will be increase in the number of people practising sport and thus needing
appropriate sportswear. This is not an opportunity unique to Athlete Warehouse,
however.
THREATS
1. The three other sporting goods stores in Grand Falls and Windsor: Apart from the
respective company there are 3 more competitors in the market located in Grand Falls
and Windsor (Büyüközkan, Mukul and Kongar, 2021).
2. B&B Sports is an established store in the area, being open for well over 15 years: B&B
sports store had been the only sports store in town since last 15 years which has similar
line of goods as Athlete Warehouse.

3. Sports Stop offers similar goods to them: Many sports stores in the market are selling the
same line of products to the consumers due to which the preference to the respective
company may decrease.

REFERENCES
Büyüközkan, G., Mukul, E. and Kongar, E., 2021. Health tourism strategy selection via SWOT
analysis and integrated hesitant fuzzy linguistic AHP-MABAC approach. Socio-
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Djellabi and et. al., 2021. SWOT analysis of photocatalytic materials towards large scale
environmental remediation. Current Opinion in Chemical Engineering, 33, p.100696.
Falcone and et. al., 2020. Towards a sustainable forest-based bioeconomy in Italy: Findings from
a SWOT analysis. Forest policy and Economics, 110, p.101910.
Paes and et. al., 2019. Organic solid waste management in a circular economy perspective–A
systematic review and SWOT analysis. Journal of Cleaner Production, 239, p.118086.
Teoli, D., Sanvictores, T. and An, J., 2019. SWOT analysis.