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SWOT ANALYSIS
Running the SWOT Analysis on The Crystal Ballroom – Sizzling Salsa Workshop, we can see there are multiple dimensions to the ballroom, including both positive and negative aspects. The ballroom has several unique strengths which could be utilized to improve performance and attract more customers.
Salsa has been a relatively untapped area within the Crystal Ballroom, so this creates an opportunity for our product. There has been a shift on perception on salsa and ballroom dancing alike and that can be explained by such shows as "Dancing With The Stars". Launching the product at this time seems appropriate.
The biggest strength that we have is that The Crystal Ballroom has a large customer base, and if utilized effectively, our product can reach many of them. We strategically targeted our promotion in hopes of receiving the largest range of "word of mouth". Our survey results have also told us that there was enough interest in our new product so that it was not necessary to externally market it, thus saving additional marketing costs.
A major concern is the scheduling of our salsa class, in which we had no decision over due to many other classes that occur in the Crystal Ballroom. The time of the class is 7:30 to 8:30 every Wednesday so it may be a late evening class to some or just inconvenient to others. The fact that there isn’t multiple workshops running simultaneously, potential customers who were otherwise interested may opt to take our competitor’s products that fit their time schedules.
As mentioned above, there are many classes that take place in the Crystal Ballroom. A "Bronze 2 class" takes place at the same time as our workshop. This poses a barrier to us since our survey indicated that some of the students in the Bronze 2 class were interested in taking our workshop, but they obviously cannot be at two classes at the same time. As well, the Bronze 2 class is held by the boss of the Crystal Ballroom, so poaching his customers is not the best relation building move by us. Our only option is to let as many people know and let them decide on their own.
The Crystal Ballroom resides many award winning instructors, and this competitive advantage brings many new customers and keep existing customers. However, Luba is only known to be a ballroom dancing teacher within the Crystal Ballroom.