Speedo: Leading the Swimwear Market

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Case Details:

Case Code : BSTR327
Case Length : 20 Pages
Period : 2002-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Speedo International Limited
Industry : Swimwear
Countries : UK; Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Background Note

During the 19th century, improved economic conditions led people to indulge in recreational activities. Seaside activities such as swimming, surf bathing, and diving became popular all over the world...

Speedo Products - Combining Technology and Fashion

At the start of the new millennium, Speedo was a leading player in the swimwear market.

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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 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...

Excerpts Contd...>>

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