Recall that in a SWOT analysis, the Strengths and Weaknesses are internal.

This means that the

organization has more control over these factors. The opportunities and threats are external,

meaning that they have little to no influence over them. Read the following case study and

provide three strengths, weaknesses, opportunities, and threats (each) for Athlete’s Warehouse.

Provide an analysis of each of these, including the justification for why you chose them.

SWOT Analysis for Athlete’s Warehouse

The core purpose of this analysis is to provide strategies that Athlete’s Warehouse can utilize

to take advantage of opportunities and strengths, and counter or eradicate the threats and

weaknesses.

Strengths:

I. They were both experienced in athletics industry. The brothers have knowledge in

athletic industry and their needs: Colin had a PhD in Physical education and Ed also was

athlete and runner. Besides, Cohn is has a business experience since he had similar

business in the past, so he had experience the product costs and price in the market.

II. Have good stock and variety of quality athletic products: The bothers says that their store

will have a mix of athletic quality products. They also have at least half of their estimated

opening inventory.

III. Colin is available fulltime and this makes it easy to manage the business in order to

realize its vision.

Weaknesses:

I. Ed did not have enough time to manage the store: Cohn said that his brother will work

only 10 hours a week and will be a part time.

II. Also, Ed is looking to retire within the next few years, and this could pose pressure on

deadlines

III. Slow cash flow: to start the business again they did not have enough money to restart the

store, some things needed to pay in cash.

IV. They had also experienced past failure. However, since no analysis was given on the

causes, the same may repeat.

V. Ed did not want to invest his retirement money in the same business again: Ed was a little

bit afraid to invest in this business again and he did not want to take the risk of losing his

retirement funds.

Opportunities:

I. Good economy around the towns where the store will be located: "Grand Falls was the

primary service center for a retail trading area of at least 50,000 people. Many shoppers

came to the town from

II. They are also likely to benefit from the 50,000 potential customers since they are located

at a large shopping center.

III. Competitors offer lower quality of products and doesn't have variety of products:
IV. Competitors doesn't have knowledgeable staff: All or most of the competitors didn't have

a knowledgably person in their staff who can suggest customers which products fits most

with their needs.

Threats:

I. No credit built with suppliers: Suppliers does not give credit to newer customer, they

need prepaid orders first to establish credit line with them.

II. There are already at least four stores around the town who offers similar products: A

III. Competitors have more years of experience in the business: As for example B & B Sports

that have been in the market for about 15 years already and have a loyal customers

already.