SWOT Analysis
Our SWOT analysis is conducted to gives a snap shot of the strategies which Speedo can take to moving forward. As explained in previous sections the FINA ban resulted in the LZR Racer becoming an illegal, obsolete product. However with Speedo's release of its latest innovation, the FastSkin 3 range the matrix below focuses on Speedo current position in the current economic climate.
The SWOT analysis above highlights that Speedo has a number of of strengths and opportunities at its disposal. Despite the FINA ban having a harsh effect on the business, their innovative strategy to bounce back with the FSIII has allowed them to retain their leading market position and strong brand image. A major threat that Speedo must be aware of lies in the potential that major competitors have due to a combination of current regulations alongside the increasing availability of new technologies.
Whilst Speedo remains a strong brand with a great following, its strategic positioning must remain focused on what it does best; innovation, marketing and endorsement. Focusing on these key areas will not only allow Speedo to maintain its competitive advantage but allow its products to be accepted in unstable market; the unpredictable mix of technology, politics and economics makes it incredible difficult to predict whether the sport will be around a generation or two from now.
Whilst Speedo remains a strong brand with a great following, its strategic positioning must remain focused on what it does best; innovation, marketing and endorsement. Focusing on these key areas will not only allow Speedo to maintain its competitive advantage but allow its products to be accepted in unstable market; the unpredictable mix of technology, politics and economics makes it incredible difficult to predict whether the sport will be around a generation or two from now.