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Yonex SWOT & PESTLE Analysis

ID : 521028453| Aug 2021| 21 pages

COMPANY PROFILE -Yonex

Business Sector :Sports Equipment

Operating Geography :Japan, Asia, Global

About Yonex :

YONEX is a sporting equipment manufacturer based in Tokyo, Japan. YONEX debuted in 1946, just after World War II ended, as Yoneyama Company, Ltd., a manufacturer of hardwood floats for fishing nets created by Minoru Yoneyama. In 1957, it transitioned to producing badminton racquets. It manufactures tennis, badminton, golf, and running equipment and apparel. The Badminton Equipment consist of racquets, shuttlecocks, strings, apparel, shoes, bags, etc.; The Tennis, Soft Tennis Equipment includes Racquets, strings, apparel, shoes, bags, balls, etc. and Golf Equipment includes Woods, irons, putters, shafts, apparel, shoes, bags, accessories, etc. It has four geographical segments Japan, North America, Europe, and Asia. The company remains committed to developing the most technologically advanced sports equipment to help amateur and professional athletes improve their performance. The firm said on August 23, 2021, that "ASTROX 99 PRO" for players and "ASTROX 99 GAME" for intermediate players would be published in 2021. It will be available for purchase from the end of September.
Yonex's Unique Selling Point or USP lies in it being the world leader in Golf, Tennis and Badminton sporting equipment. The mission statement Yonex reads, "Our current mission is to find solutions that help people resume their sporting activities and regain their physical and mental wellness. As a company that has grown with and alongside sports, we hope Yonex can grow into a brand that is needed by the sports themselves".

Yonex Revenue :


Yen 51,554 million - FY ending 31st March 2021 (y-o-y growth -16.8%)
Yen 61,967 million - FY ending 31st March 2020

Competitive Analysis of Yonex

SWOT
PESTLE
The SWOT analysis for Yonex is presented below in a matrix followed by the detailed analysis report:
StrengthsWeaknesses
1. Technologically advanced equipment producer
2. Renowned for manufacturing high quality products
3. Strong promotion through world athletes
4. Long term contracts with leading teams
1. Lack of presence outside sports
2. High accumulated short-term debt
OpportunitiesThreats
1. Resumption of previously cancelled events
2. Sportswear being used in formal settings
3. Need for sports with increased health concern
4. Increased sales in D2C channel
1. Reduced sporting events due to Covid
2. Supply chains disruption globally
3. Losing partnerships due to Covid curbs
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Yonex

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

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

Threat

1. Reduced sporting events due to Covid: Sporting activities have seen the axe following the social distancing curbs during Covid-19. The professional tournaments which were scheduled in the years 2020 and 2021 are already getting cancelled or postponed for the safety of players, local community, and the stadium staff. For instance, BNP Paribas Open in Indian Wells was postponed by around 7-8 months. Even the possibility of playing inside closed stadium was rejected due to the situation. Iconic events like the Tokyo Olympic Games have been postponed multiple times due to Covid-19 waves. These cancellations of sporting events have already led to reduced profits for Yonex, even after the expenses were curtailed. If the sports associations are not able to come up with the alternative ways for the sports events, Yonex will find it difficult to continue its branding.

2. Supply chains disruption globally: The demand for sporting goods recovered after COVID-19 curbs starting easing out and unlocking started to roll out in phases. But the companies found it hard to cater to the market’s pent-up demand, as the manufacturing operations and logistics had already been disrupted. Though Yonex could resume production in China, the company could not succeed in providing sporting goods to its global customers. However although the demand was consistent, it slumped again with rising cases. Yonex needs to develop an agile supply chain. The demand cycles will become shorter post Covid-19. The company should also focus on onshoring of its operations. New partnerships with suppliers are the most important step for Yonex to recover from the losses incurred during the pandemic.

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

Major Competitors :

  • Adidas
  • Li Ning
  • Victor
  • Wilson Sporting Goods
  • Ashaway
  • RSL
  • Felet
  • Black Knight
  • Babolat
  • Flypower
  • Thwack

Major Brands :

  • Yonex Country Club
  • ASTROX
  • EZONE
  • VOLTRIC
  • VCORE
  • ASTREL
  • Fiore
  • AEROSENSA
  • MAVIS
  • AEROCLEAR
  • ARCSABER
  • AERUS
  • E-tune
  • ECLIPSION
SWOT & PESTLE (combined)
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TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?

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Check Out Analysis of Other Relevant Companies

References used in Yonex SWOT & PESTLE Analysis Report

1. World Leader in Golf, Tennis and Badminton | YONEX U.S.A. - http://yonexusa.com/company/history/

2. Yonex 2020 Catalog - http://yonexusa.com/_assets/files/BADM_20190117_2020-Catalog.pdf

3. ASTROX 100: The Next Level of Power and Versatility - https://www.yonex.com/news/astrox-100-the-next-level-of-power-and-versatility/

4. Yonex summary of consolidated financial results for the year ended March 31, 2021 - https://ssl4.eir-parts.net/doc/7906/ir_material2/158963/00.pdf

5. State of the sporting goods industry 2021 | McKinsey - https://www.mckinsey.com/industries/retail/our-insights/sporting-goods-2021-the-next-normal-for-an-industry-in-flux#:~:text=A%20look%20ahead:%202021%20outlook

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

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

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Yonex SWOT and PESTLE analysis has been conducted by Mohit Harishchandra Deshmukh and reviewed by senior analysts from Barakaat Consulting.

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