Skagen Denmark

850 Words2 Pages

1 COMPANY OVERVIEW
1.1. SWOT analysis
SWOT analysis is a tool to identify strengths, weaknesses, opportunities and threats of a particular company. Strengths and weaknesses are internal factors that create value or destroy it. Opportunities and threats are external factors that a company can’t control. It is a representation of the situation of a product or service to the market. (4)
The purpose of the analysis is taken into account in the strategy, both internal and external factors, maximizing the potential of strengths and opportunities and minimizing the impact of weaknesses and threats. SWOT analysis identifies strategic areas to develop. It can be used to verify that the strategy put in place a satisfactory response to the situation described by the analysis. (4)
INTERNAL ANALYSIS
STRENGTHS
-Skagen Design frequently release new and update designs keeping current customers interested in their products and attracting new customers with new designs.
-Skagen’s fast pace of growth, the company has been listed as one of the fastest growing companies in the U.S.A. by publications such as Inc. Magazine.
-Skagen Design watches have a relatively high product recognition with their watches launched in popular magazines such as vogue, sponsorships of popular T.V. shows such as Ally McBeal and use of outdoor advertising such as billboards.
-Diversification in fashion accessories: handbags, jewelry, sunglasses. WEAKNESSES
-The limited range of products Skagen Design is producing limit the revenue and profit the company can make.
-With watches only available in mainly Europe and North America, Skagen design doesn’t have the global reach of most of its competitors.
-Skagen Design is only a small company in comparison to its competitors w...

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...e from: .
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[4] European Commission. L’analyse SWOT. European Commission: 2014. Available from: .
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[6] HOLLENSEN, S. Global Marketing. Harlow: Pearson Education Limited, 2014. 6th edition. 792 p. ISBN 978-0-273-77316-0.
[7] HOLLENSEN, S. Global Marketing: A decision-oriented approach. Harlow: Pearson Education Limited, 2011. 5th edition. ISBN 9780273726227.
[8] Skagen Denmark. Skagen Denmark. 2014. Available from: .

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