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Dick’s Sporting Goods SWOT & PESTLE Analysis

ID : 52636853| Jun 2021| 15 pages

COMPANY PROFILE -Dick's Sporting Goods

Business Sector :Retail, Sporting Goods

Operating Geography :United States, North America

About Dick's Sporting Goods :

Dick's Sporting Goods, Inc. is an American Omni-channel retail company that deals in sporting goods. It is currently the country’s largest store selling sporting goods. Its headquarters are located in Coraopolis, Pennsylvania. The company was created in 1948 by Richard "Dick" Stack. In the last couple of years, the company adopted various names. In November 1997, it was reincorporated as a Delaware corporation and in April 1999 changed to DICK’S Sporting Goods, Inc. It has the distinction of appearing 9 times on the Fortune 500 list and had ranked 340 in 2017. It has a nationwide reach with around 850 stores (124 are special concept stores and 726 are Dick's Sporting Goods stores) in 47 states of USA and as many as 15,300 full-time and 26,300 part-time employees as on Feb, 2020. Its international presence is limited to Canada, Hong Kong, and China. The store had initially started as an outlet offering fishing tackle and later in the 1970’s expanded into women's sporting, fitness, and lifestyle accessories and team sport footwear, apparel and accessories. Golfing, hunting and fishing products are also sold here although the sales of guns have been stopped in recent years.
Dick's Sporting Goods claims that no sporting season is complete without their products. This is backed by their mission statement which states, “Our Mission is to be recognized by our customers as the #1 sports and fitness specialty Omni-channel retailer that serves and inspires athletes and outdoor enthusiasts to achieve their personal best through the relentless improvement of everything we do.”

Dick's Sporting Goods Revenue :


US$ 8.75 billion - FY ended 1st Feb 2020 (y-o-y growth of 3.8%)
US$ 8.43 billion - FY ended 1st Feb 2019

Competitive Analysis of Dick's Sporting Goods

SWOT
PESTLE
The SWOT analysis of Dick's Sporting Goods is presented below:
Strengths
Weaknesses
1. Established authentic sporting goods retailer
2. Broad portfolio of sports brands
3. Premium footwear boosting Dick’s brand image
4. Strong focus on customer experience
1. Declining margins due to tussles and under-performance
Opportunities
Threats
1. Increasing popularity of private labels from consumers
2. Growing e-commerce segment
3. Sports Matter initiative to support youth sports
1. Increasing competition in the sporting goods industry
2. Availability of counterfeits in online marketplace
3. Impact of trade war and virus outbreaks on the supply chain
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Dick's Sporting Goods

Strength

This section is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

1. Increasing popularity of private labels from consumers: Dick’s private brands will continue to be integral to its strategy to drive differentiation and exclusivity, and they play a prominent role in its space allocation and assortment strategies. It is expanding the footprint of CALIA brand in approximately 80 DICK’S stores, launching a new athletic apparel brand in time for the back-to-school season, and enhancing the quality of existing offerings. To support these strategies and meet its target of delivering $2 billion in private brand sales, it continues to make key investments in its product development team. It also launched DSG, a new high-quality, value-oriented private brand. DICK’S has set a goal to make it the largest private brand by the end of 2020.

The remaining section under "Opportunity" is available only in the 'Complete Report' on purchase.

Threat

1. Increasing competition in the sporting goods industry: The marketplace for sports equipment is very fragmented and intensely competitive. DSG competes on several equipment stores such as traditional sporting goods stores, specialty and vendor stores, mass merchants and department stores, internet and catalog-based retailers, and vendors selling directly to consumers. Vendors of DSG - Nike and Adidas are making a heavy push into direct-to-consumer operations which has resulted in increased competition for the company. To tackle this, DSG seeks to attract athletes by offering a wide spectrum of products using distinctive promotion campaigns in stores to create an outstanding shopping experience and marvellous service through omni-channel capabilities.

The remaining section under "Threat" is available only in the 'Complete Report' on purchase.

Major Competitors :

  • Adidas
  • Nike
  • Finish Line
  • Brooks
  • Under Armour
  • Foot Locker

Recent Acquisition / Mergers / Alliance / Joint Ventures / Divestitures :

Open Table Preview
Name of the CompanyBusiness SegmentYearTypeObjective/Synergy achieved
GameChanger MediaMobile apps2016AcquisitionSoftware solutions required for e-commerce gateways.
Chick's Sporting GoodsRetail sporting goods chain.2007AcquisitionExisting chain of stores of Chick’s to increase the reach of DSG
Golf GalaxyGolf retailers2006AcquisitionTo provide gears required for Golf. (Expansion of product portfolio)
Source: Company website and other reliable sources. The detailed table is available in the Complete Report.
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References used in Dick's Sporting Goods SWOT & PESTLE Analysis Report

1. Dick’s Sporting Goods Annual Report 2019 - https://www.annualreports.com/HostedData/AnnualReports/PDF/NYSE_DKS_2019.pdf

2. Dick’s Sporting Goods 10 K report 2019: http://investors.dicks.com/Cache/IRCache/856d6bf8-9434-d9b3-10c0-ece239dcc2de.PDF?O=PDF&T=&Y=&D=&FID=856d6bf8-9434-d9b3-10c0-ece239dcc2de&iid=4193280

3. Dick’s Sporting Goods Company Profile - https://money.cnn.com/quote/profile/profile.html?symb=DKS

4. Dick’s Sporting Goods Company Website - https://www.dickssportinggoods.com/

5. Dick’s Sporting Goods CEO Ed Stack took a controversial stance on gun control. Then he wrote this book - https://www.cnbc.com/2019/09/28/behind-dicks-sporting-goods-ceo-ed-stacks-controversial-decison-on-guns.html

The detailed complete set of references are available on request in the 'Complete report' on purchase.

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SWOT & PESTLE.com (2021). Dick’s Sporting Goods SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/dicks-sporting-goods/ [Accessed 08 Dec, 2021].

In-text: (SWOT & PESTLE.com, 2021)

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