Case Details: |
Price: |
| Case Code |
: |
BSTR327 |
For delivery in electronic format: Rs.
400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling ChargesThemes
Market leader strategies / Growth strategy |
| Case Length |
: |
20 Pages |
| Period |
: |
2002-2009 |
| Pub Date |
: |
2009 |
| Teaching Note |
: |
Not Available |
| Organization |
: |
Speedo International Limited |
| Industry |
: |
Swimwear |
| Countries
|
: |
UK; Global |
Abstract:
|
This case is about Speedo International Limited, a part of
the London-based Pentland Group, Plc. Speedo is the world's leading swimwear
brand. The case highlights the strategies adopted by the company to maintain its
position in the global swimwear market. Founded in 1914, Speedo was a pioneer in
sports fashion wear. Competitive swimsuits were a core focus area of Speedo.
Since its inception, Speedo had been innovating in the competitive swimsuit
market to manufacture suits aimed to enhance the performance of swimmers. Over
the years, its swimsuits had been hailed as innovative and athletes sporting its
swimsuits had won prizes and broken records in various swimming events. More
recently, at the 2008 Beijing Olympics, Speedo was the biggest brand success
story.
|
|
Athletes competing in Speedo swimsuits won 47 medals and
broke 23 world records. As of 2008, in the US$200 million performance swimwear
market, Speedo was the market leader with about 60% of the market share.
The case discusses the strategy adopted by Speedo, particularly its technology
strategy and how it emphasized the fashion aspect of the brand. The case also
discusses the promotion and distribution strategy of Speedo - how Speedo
enhanced its brand image by sponsoring world-class athletes, etc. The case also
discusses the competitors of Speedo and the controversy surrounding its new
swimsuit, the LZR Racer, which some critics felt was giving the wearer an unfair
advantage. The case concludes with the challenges faced by Speedo in the
performance swimwear market which had a significant effect on the brand's
overall performance. With FINA formulating new guidelines for swimwear
manufacturers worldwide, designing new suits while adhering to the new rules was
expected to be the biggest challenge for Speedo. Another challenge before the
company was to convert the high visibility and publicity gained by the Speedo
LZR Racer in the Olympics to sales of all the products in its overall swimwear
portfolio.
Issues:
» Study the business strategy adopted by Speedo - a market leader in the
swimwear market.
» Understand how Speedo attained market leadership in the global swimwear
market.
» Examine the marketing strategies adopted by Speedo.
» Analyze its position in the swimwear market and identify the future challenges
before Speedo.
» Explore strategies that Speedo could adopt to maintain its leadership position
and improve its position in the swimwear market.
Contents:
Keywords:
Strategy, Market leader strategies, Marketing, Distribution, Product design and development, Elite swimwear market, High-end swimsuit market, Performance swimsuit market, Beachwear market, Fashion brand, Pentland Group Plc, Speedo International Limited, FINA regulations, Fastskin, Speedo LZR Racer, Warnaco Group, Inc., Aqualab, Comme des Garcons
Speedo: Leading the Swimwear Market
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