SWOT ANALYSIS

STRENGTH
1. Action is amongst the top 5 largest seller of athletic footwear and athletic apparel in the world. 2. Action brings out the perfect combination of technology and fitness each year in its products. 3. Products are made not only in the premium range but also in mid-range. 4. The Action value store targets lower income groups thus categorizing its products for each class of society. 5. The brand has been endorsed by many sports stars and movie celebrities globally 6. Action operates through a network of Department stores, Sporting goods, Specialty retailers, Company-owned stores, Licensees thus having a better reach. 7. Action sponsors international teams, clubs, players from all sports like football, cricket, basketball, motor sport, etc

WEAKNESS
1.The brand faces tough problem from fake and duplicate sales 2. Being a popular brand means any controversy affects brand image considerably

OPPURTUNITY
1. Action can expand its kids section. 2. Lifestyle section can be expanded and can be given more focus. 3. More tie-ups with sports academies and schools worldwide

THREATS
1. Competition by Chinese market can be perceived as a threat. 2. Fluctuating international currencies can mean losses to the company