CHAPTER II

SWOT ANALYSIS

SWOT stands for 'Strengths, Weaknesses, Opportunities and Threats'. This is a

method of analysis of the environment and the company's standing in it. SWOT is made

of two parts: the strengths and weaknesses refer to the internals of a company while the

opportunities and threats are external to the company and exist in the environment. The

two external factors, opportunities and threats, are not in the company's control. The

environment, composed of social, economic, legal, regulatory, national and even

international events, has to be continuously scanned to track these.

Using the SWOT analysis we can easily identify what are the strengths, weaknesses,

opportunities and threats of our business and we can provide solutions in the existing

problems of our business, also in order to make an outline or strategies for the

innovation and progress to our business.

Marketing Plan Rationale
Table 1.

Strength Weakness

• •unknown brand
• Employees itself

• •competing with the famous brand

• The quality of the products

• •promotion
• Pricing

• •the establishment
• Style

Opportunities Threat

•can help people to start business • competing with local famous brand
and online stores

• •product development
• •manufacturing and equipment

• •offers job/employment
• •unstable income

• •gives a good quality of product in

affordable price • •Feedbacks
 The strength of our company or the employees itself the quality and design of the

products the pricing and the creation of the products. This factors define sir strength on

how we can give our customers need or what they want such as good service and good

quality of products that is affordable and worth it.

All of the weakness Is Comparing your business to other companies may make

us feel like we’re behind the curve. But if focus on those weaknesses things may

change and it can help to build a better company. Those opportunities above are the

great things that we can offer to our costumers, since we built the Comfort Apparel to

help and deliver a good value of thing in order to succeed together. Those threats are

greatest enemy when it comes to this kind of business, we need to be tough in order to

compete with strong brands and other local sellers.

TOWS Analysis is an extension of the SWOT Analysis framework it identifies our

Strengths, Weaknesses, Opportunities and Threats but then goes further in looking to

match up the Strengths with Opportunities and the Threats with Weaknesses. The main

purpose of a TOWS Analysis is to is to improve our business, development and

enhance our strategy. By using TOWS analysis we can easily define our common

strength and the things we need to improve all the time.

TOWS MATRIX OF Comfort Apparel

Table II.

STRENGTH Weakness

• Employees itself • Unknown brand

• The quality of the • Competing with the

products famous brand

• Pricing and • Promotions

discounts

• The establishment

• The style

Opportunities SO Strategies WO Strategies

• Can help people to • We will seek for a • Promoting our

start business good quality of fabric products online with

manufacturer within the help of our loyal

• Product and the local area. (S1- customers and offer

establishment O2) ambassadorship.

development • We accept resellers (W1-O3)

with discounts and • Develop a safety and

• offers freebies. (S3-O1) customer friendly
job/employment establishment that
 makes them feel

• Gives a good quality comfortable and

of product in free. (W4-O2)

affordable price

Threats ST Strategies WT Strategies

•competing with local - We will continue to - We are going to

famous brand and online develop our products promote our products in

stores unsecured its quality, in any online platforms such

order to meet the customer as tiktok, facebook, youtube

•manufacturing and the satisfaction and their and online stores, so that

equipment expectation, and for us to the customers can easily

get the loyalty of the find us. (W3-T3)

•unstable income costumers. (S2-T2) - We are going to

- We are going to secure that our products

•Feedbacks
have a return and are well made and secure

exchange policy. (S3-T4) our equipments are in good

condition to prevent

mistakes that can ruin our

business brand and

customers loyalty. (W1-T2)

 INTERNAL FACTOR EVALUATION

Internal Factor Evaluation (IFE) Matrix is a strategy tool used to evaluate firm’s internal

environment and to reveal its strengths as well as weaknesses. Strengths and

weaknesses are used as the key internal factors in the evaluation.

This factors are important for our business, it refers our capability to handle our

business and on the other hand it shows our weaknesses that we need to develop and

learn overtime in order to succeed in this industry.

INTERNAL FACTOR EVALUATION MATRIX

Table lll

STRENGTH WEAKNESS

 Employees itself  Unknown brand

 The quality of the products  Competing with the famous

brand

 Pricing and discounts

 Promotions

 The style
 The establishment
 External factors evaluation

External Factor Evaluation (EFE) Matrix is a strategic analysis tool used to

evaluate firm's external environment and to reveal its strengths as well as

weaknesses. According to the author, both tools are used to summarise the

information gained from company's external and internal environment analyses.

The importance of External Factor Evaluation (EFE) Matrix in our business is it

serves as a strategic tool, used to visualize and prioritize the opportunities and

threats that a business is facing.

Opportunities Threat

 Can help people to start business  competing with local famous

brand and online stores

 Product and establishment

development  •manufacturing and the

equipment

 offers job/employment

 •unstable income

 Gives a good quality of product

in affordable price  •Feedbacks