Assessment Task 2 Cal Downing Executive Summary: o This report provides an analysis of 2XU Limited’s existing business strategy, accompanied by both an industry and an evaluation of its organizational strengths, weaknesses, opportunities and threats. o Both the SWOT and Pest analyses’ were used to provide both transparency of 2XU’s position in the market and their… as a business but also to give appropriate recommendations. Business description: o 2XU Limited manufactures and supplies apparel to athletes and sporting institutions; founded in 2004 by Clyde Davenport, Aidan Clarke and Jamie Hunt 2XU sells its products online, domestically and internationally (57 markets worldwide). o In December 2013 L Capital Asia (an arm of LVMH) acquired a 40% stake in 2XU for an estimated A$75 Million which followed a trend in the companies recent acquisition policy after they previously acquired other Australian …show more content…
o The first consumer category “Fit To Win” represents the tip of the performance pyramid ‘when they’re involved in an athletic pursuit, clearly they want to win. It’s about beating somebody else’ o 2XU was made for this high performance, singly focused athlete from their inception; their garments were created to help improve their performance credentials. o 2XU from its inception was focused on the global market, the peak %5 of athletes not just in Australia but across the world. Their distinct partnerships with the Australian Institute of Sport, The U.S Marine Corp and SWAT Analysis Strengths- o It’s joint venture with the Australian Institute of Sport and RMIT University helps take it forward in the field on innovation. o It came out with innovative designs and technology, attracting consumers fanatical about their sport. o It makes its products locally in Australia which guarantees ethical conditions for its