Athlete's Warehouse By Colin And Ed Power In Grand Falls Newfoundland

Introduction

Athlete's Warehouse (A) is a case study that explores the potential opening of a sports shoes and clothing business by Colin and Ed Power in Grand Falls, Newfoundland. To evaluate the viability of the business, a SWOT analysis can be conducted to identify the strengths, weaknesses, opportunities, and threats that the organization may face. This analysis will provide insights into the internal factors that Athlete's Warehouse can control (strengths and weaknesses) as well as external factors that may impact its success (opportunities and threats). Based on the case study, I will identify three strengths, weaknesses, opportunities, and threats for Athlete's Warehouse and provide an analysis of each.

Strengths:

1. Knowledgeable

Lack of Established Brand and Reputation: As a new store, Athlete's Warehouse lacks an established brand and reputation in the market. They need to invest in marketing and promotional activities to create awareness and attract customers. Building trust and credibility among the target market will be a challenge initially, as customers may be more inclined to choose well-known competitors over a relatively unknown store.

Opportunities

1. Growing Market and Economic Conditions

Athlete's Warehouse has the opportunity to capitalize on the growing market and positive economic conditions in Grand Falls. The presence of a major employer, a renovation project, and favorable income levels indicate an improved economic outlook. This can translate into increased disposable income and consumer spending on athletic goods, presenting a favorable market environment for Athlete's Warehouse to thrive.

2. Unique Product Mix and Knowledgeable Staff

The lack of competitors offering a similar mix of quality athletic footwear and clothing, combined with knowledgeable staff, provides an opportunity for Athlete's Warehouse to differentiate itself and attract customers seeking expert advice and premium products. By positioning themselves as the go-to destination for athletic gear with superior customer service, they can establish a loyal customer base and gain a competitive

Established competitors such as B & B Sports and Sports Experts may have brand recognition, customer loyalty, and larger marketing budgets, posing a challenge for the new store to capture market share. The threat of competitors attracting potential customers away from Athlete's Warehouse is a significant concern that needs to be addressed through effective marketing strategies and competitive pricing.

2. Online Retailers

The rise of online retail presents a threat to brick-and-mortar stores like Athlete's Warehouse. Customers have the convenience of shopping from home, comparing prices, and accessing a wide range of products. Online retailers can offer competitive pricing due to lower overhead costs, potentially luring customers away from physical stores. Athlete's Warehouse needs to develop a strong online presence and provide added value to customers to counter this threat.

3. Changing Consumer