Dicks Sporting Goods SWOT and PESTLE Analysis

Strength

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Weakness

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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.

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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.

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Political

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Economic

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Social

1. Increasing acceptance of private labels: Private labels are being accepted by customers because of their exclusivity, customization and the immense amount of brand value attached to them. To take the advantage of this, DSG is expanding the exclusive portfolio of private brand offerings through a combination of brands which are owned as well as licensed from a third party. This allows DSG to sell their products at premium prices. To improve the experience of customers, DSG continuously evaluates, rolls-out and operates new specialty concept stores such as Field & Stream stores. DSG is also investing huge sums in research, development and procurement resources and marketing efforts for these private labels. As seen by DSG, if these private labels are unable to sustain in a long term, they will be curtailed or completely abandoned owing to the reasons unexpected or increased costs or delays in development of the brand, excessive demands on management resources, legal or regulatory constraints, changes in consumer demands, preferences and shopping patterns regarding sporting goods, change of consumer preferences.

2. Rising obesity levels encourage sports movement: Obesity essentially means the state of being extremely fat or overweight. The rapid changes in lifestyle of people are leading to the unhealthy way of living. Physical inactivity, dietary patterns, medication use, and other exposures can cause obesity. According to the data published by CDC, United States, from 1999–2000 to 2017–2018, the obesity increased from 30.5% to 42.4%.

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Technological

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Legal

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Environmental

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