O Neill SWOT Analysis
Here is a detailed SWOT analysis of O Neill covering strengths, weaknesses, opportunities and threats.
O Neill Strengths
- The brand has a legacy of half a century and is attributed to be the pioneers of the modern wet-suits which create a special place for the brand in this segment with it having a 60% share in surf-wear in the world.
- The brand is present across the world through MBO’s with leading retailers with every retailer stocking up a particular category for the brand.
- The brand’s Sea Odyssey program to educate youth about the maritime environment has been a great success.
- The brand has diversified into various other clothing lines like casual wear thereby extending brand portfolio.
- The brand is the biggest sponsor of sports events like Big Mountain Pro, World-Cup of Surfing.
Above are the strengths in the SWOT Analysis of O Neill. The strengths of O Neill looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.
O Neill Weaknesses
- The brand has not been able to make a great impact on overseas markets and is primarily big only in the American markets.
- The brand does not have flagship stores or an online store which limits the long-time prospects
These were the weaknesses in the O Neill SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.
O Neill Opportunities
- The brand can start an online store selling select merchandise online.
- The brand can foray into overseas markets with exclusive stores which improves brand visibility.
- The brand can start Sea programs like Odyssey in emerging markets.
- The brand can outsource its production units in order to maintain the economies of scale in the long-run.
Above we covered the opportunities in O Neill SWOT Analysis. The opportunities for any brand can include prospects of future growth.
O Neill Threats
- The brand faces the largest threat of environmental regulations which is a threat.
- The brand also faces the dilemma of currency fluctuations across the world which can cause serious scale issues.
- The recent slowdown in global markets can affect the sales in a big way.
The threats in the SWOT Analysis of O Neill are as mentioned above. The threats for any business can be external factors which can negatively impact its business.
Hence this concludes the O Neill SWOT analysis.
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About O Neill
The table below gives the brand overview along with its target market, segmentation, positioning & USP
| O Neill Overview | |
|---|---|
| Parent Company |
O’Neill Inc. |
| Category |
Apparel and Accessories |
| Sector | |
| Tagline/ Slogan |
Cross the Line between Sanity and Madness |
| USP |
Complete water-sportswear brand |
| O Neill STP | |
| Segmentation |
Water sportswear brand |
| Target Market |
Urban upper middle class men and women |
| Positioning |
Exclusive water-sportswear |
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