Analyzing Athlete's Warehouse (A): A Business SWOT Analysis Report

This case study analyzes Athlete's Warehouse, a sports shoe and clothing business, using a SWOT (Strengths, Weaknesses, Opportunities, Threats) framework. The analysis identifies the company's strengths, such as the expertise in the goods, and established credit ratings. Weaknesses include lack of starting funds, limiting expansion. Opportunities involve engaging in CSR initiatives, renovating, and leveraging quality products. Threats comprise competition from global leaders and similar product offerings. The analysis highlights the need for strategic planning to navigate the competitive market and improve the business effectively. The study references key academic sources to support the findings.

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Business Management
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SWOT Analysis
Strengths
Firstly, the company had the expertise in the goods themselves that helps in
effectively helping the customers and deciding what they want to purchase. Furthermore, this
can be seen that the company is new into the sporting gear and they feel that they are the ones
who can provide themselves good advice (Čular et al., 2007).
Secondly, Colin had the established credit rating with some of the suppliers wherein
this was noticed that the brothers had expertise in the different goods themselves. Due to the
establishment score of Colin, both the brothers were able to borrow merchandise from
manufacturer, sell them and then buy merch that was sold by them to manufacturer. This
helped them in reducing upfront costs as well.
Weaknesses
There was lack of starting funds and this was difficult for the company to get the
business off the ground. Both Collin and Ed were not being able to stock much from the cash
on delivery-based suppliers until the company made sufficient kind of profit (Hill, Jones &
Schilling, 2014). However, these kinds of issues can create problem for the company and the
customers are not satisfied.
Furthermore, there are different difficulties faced by the company in which it has been
seen that they are not being able to expand in the other markets and this forced the company
to close down as well in comparison to the other competitors in the market.
Opportunities

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In order to increase the credibility of the organization, the brand needs to engage the
different kinds of initiatives related to CSR as this helps them in managing the activities
effectively (Gupta & Mishra, 2016). Proper renovations are required to be done along with
establishment of CSR activities to become more popular in other emerging markets.
The quality of the product along with knowledgeable staffs in the market will provide
them with competitive advantage as this helped the company in maintaining their competitive
position effectively.
Threats
There are different other competitors in the market who sells such athletic shoes in the
entire competitive market. The brand faces major problems from such competitors who are
the global leaders in the competitive market and this created huge issues for the company as
well (Geisler & Wickramasinghe, 2015).
Lastly, the other competitors try to offer the same kinds of products and services to
the different customers which created huge issues for them.

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References
Čular, D., Hauptman, D., Dupor, M., & Tomljanović, M. (2007). A study on the possibility of
using devastated athlete warehouse Stadium" Poljud" in sporting purposes.
Geisler, E., & Wickramasinghe, N. (2015). Principles of Knowledge Management: Theory,
Practice, and Cases: Theory, Practice, and Cases. Routledge.
Gupta, G., & Mishra, R. P. (2016). A SWOT analysis of reliability centered maintenance
framework. Journal of Quality in Maintenance Engineering, 22(2), 130-145.
Hill, C. W., Jones, G. R., & Schilling, M. A. (2014). Strategic management: theory: an
integrated approach. Cengage Learning.