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Business Analysis Of Athlete's Warehouse

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Athlete's Warehouse is a retail sports store that provides sports equipment, clothing, and accessories to athletes of all levels. I summarized strengths, weaknesses, opportunities, and threats for Athlete's Warehouse with the following: SWOT Analysis of Athlete’s Warehouse Strengths: Experienced and knowledgeable owners: The owners of Athlete’s Warehouse, Colin and Ed Power, have a background in athletics and have experience in teaching, coaching, and selling sporting goods. This provides them with a solid understanding of the industry and the needs of their customers. Strong supplier relationships: Colin has established supplier contacts during his time at the University of Ottawa, which allows him to supply a range of products to schools …show more content…

Wide Product Range: Athlete's Warehouse offers a wide range of products, from beginner to professional level, which increases the chances of attracting a broad customer base. Weaknesses: Limited financial resources: Colin's previous business ventures, including The Fitness Factory and the Comer Brook YMCA, had cash flow problems. Athlete’s Warehouse may be affected by this as well. Lack of focus: The owners are involved in multiple ventures, which may result in a lack of focus and attention on the Athlete’s Warehouse. Poor performance of the previous store: The first Athlete’s Warehouse store in Comer Brook had low sales and ultimately closed due to problems with the location. This may indicate that the owners have limited experience in running a retail store. Opportunities: Growing demand for sports and fitness products: The increasing awareness of the benefits of a healthy lifestyle and the growing popularity of sports and fitness can provide opportunities for Athlete’s Warehouse to expand its customer base. Expansion into new markets: Athlete’s Warehouse could expand its operations to other

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These qualities make it the best place to find items you would buy for sports or travel. They sell items from tons of major brands for clothing and sports but for cheaper than it is priced at from the actual store. The clothes, footwear, or other merchandise last longer than from other retail stores. Normally, when retail stores sell merchandise from big brands, they last about a week before they shrink in the wash or rip while it is in use. Their broad collection of every item in the store makes sure that people can get what they came to buy.

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This might provide a larger customer base for Athlete’s Warehouse. 3. Deficient inventory of competitors – As Colin states “According to my estimates there are at least 3000 people in this market area are willing to pay good prices for good quality merchandise. These people are not being serviced by the existing businesses”. (Howse, B. 1992).

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An analysis of the Athlete 's Warehouse case study will gather the inputs needed to plan a strategy. According to Carpenter, Bauer and Erdogan (2009), "At the most basic level, you will need to gather information and conduct analysis about the internal characteristics of the organization and the external market conditions." (p. 227) To accomplish this, the SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis tool can be used. To begin, the internal identification of strengths and weaknesses yields:

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