Speedo: Leading the Swimwear Market
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Case Code: BSTR327 Case Length: 20 Pages Period: 2002-2009 Pub Date: 2009 Teaching Note: Not Available |
Price: Rs.400 Organization: Speedo International Limited Industry: Swimwear Countries: UK; Global Themes: Market Leader Strategies, Growth Strategy |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
Speedo Products - Combining Technology and Fashion
At the start of the new millennium, Speedo was a leading player in the swimwear market. Not only was it one of the top-selling swimwear brands in the world, but it also dominated the world of competitive swimming with continuous investments in developing new swimwear products (Refer to Exhibit III for a brief on global swimwear market)...
Two-Pronged Strategy
Speedo was one of the most recognized brands in swimwear because of its innovative and hi-tech products. Its biggest markets were the US and the UK...
Sponsorship
Sponsorship played a central role in Speedo's marketing strategy. According to analysts, though Speedo did not rely on advertising for its promotion, it was the performance of Speedo-sponsored athletes that catapulted the brand to the top position in the global swimwear market....
Speedo as a Fashion Brand
One of the brand strategies of Speedo was to establish itself as a fashion brand. According to analysts, though technology was a priority for Speedo in designing its swimsuits, fashion was also a key element...
Distribution
In 2008, the biggest markets for Speedo were the US and Japan. Apparel firm Warnaco was the exclusive licensee for Speedo swimwear in North America. Speedo was sold in over 11,000 retail and high-end stores in North America as of 2008...
Competitors
General swimwear was a competitive market segment with several specialist swimwear manufacturers as well as sportswear companies extending their lines to customers...
Challenges
In 2008, when Speedo-sponsored athletes began setting a number of world records wearing the LZR Racer, a controversy erupted as several rival companies and national delegations protested against its use in swimming competitions...
Exhibits
Exhibit I: Pentland Group
Exhibit II: Timeline of Speedo
Exhibit III: Global Swimwear Market
Exhibit IV: Speedo LZR Racer
Exhibit V: Swimming Athletes sponsored by Speedo
Exhibit VI: Competitors of Speedo in the Performance Swimwear Market
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