Athlete's Warehouse

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Athlete's Warehouse: A SWOT Analysis Introduction: Athlete's Warehouse is a leading company for sports shoes and clothing serving the Grand Falls market. Howse, et al. (1992). It is guided by a case study analysis to carry out a SWOT analysis and discern its internal strengths and weaknesses relative to its external opportunities and threats. Strengths: Developed Supplier Relationships: During his tenure at the University of Ottawa, one of the founders, Colin Power, forged relationships with suppliers. This gives Athlete's Warehouse an advantage in sourcing quality products for their store. Knowledgeable Staff: Colin and Ed Power possess athletic expertise and can provide expert advice to customers. This expertise can enhance the customer experience and build trust in the store. Unique …show more content…

Lack of Full-Time Management: The closure of the previous store in Comer Brook was primarily due to Colin's unavailability for management. Cash Flow Issues: The Fitness Factory, a business previously operated by Colin, experienced cash flow problems. This indicates a potential weakness in Colin's understanding of managing cash flow effectively, which could challenge Athlete's Warehouse. Opportunities: Growing Market: The case study indicates positive economic conditions in Grand Falls, with a high average family income and a large retail trading area. This suggests a growing market potential for sports shoes and clothing in the area. Limited Competition: While there are sporting goods stores and other clothing and shoe stores in Grand Falls, Athlete's Warehouse can position itself as a specialized store focusing on quality products and knowledgeable staff. Expand Customer Base: Athlete’s Warehouse can use its location to attract the store as the only service center in a retail trading area with a primary customer base of no fewer than 50,000

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