A SWOT analysis is “An overall evaluation of the company’s strengths (S), weaknesses (W), opportunities (O), and threats (T)” (Marketing: An Introduction, Kotler, pp. 54 - 55) A strength for 24k is that the luxury brand market is expanding in this bad economic down turn. The weakness for the brand is that just fewer than 50 percent of America will be targeted for the brand, because of the price point. Since the price will be higher than most chocolates the market will not be as big as a normal candy bar. An opportunity for 24k will be to introduce other products within the 24k brand that may not have such a high price point to help to pick up other market shares. Lastly a threat to the brand will be other high-end chocolate brands that are more established than 24k.
No comments:
Post a Comment