SWOT Analysis

Dark Currant has a product differentiation competitive advantage that will be discussed in the “strengths” section. This is sure to facilitate a long-term competitive advantage and ensure greater growth and profitability.

STRENGTHS:

Dark Currant fills a void in the fragrance industry bringing a unique blend of ingredients not seen in its competitors.

Dark Currant’s packaging is unique and will encourage sales and will stand out among the competition.

Dark Currant is competitively priced to gain the needed revenue and status among the industry.

WEAKNESSES:

Dark Currant is a new fragrance with no current customer base. It must start from the ground up, building its brand to be as trusted as its competitors.

OPPORTUNITIES:

Dark Currant can easily be translated to lotions, soaps, and other items to be sold as a package-deal or gift set.

Once the brand is established in the industry, Dark Currant can easily develop nighttime fragrances and other daytime fragrances to expand its product mix.

Also, once established Dark Currant could easily be sold internationally, opening up new opportunities for profitability. Dark Currant “must develop a global vision not only to recognize and react to international marketing opportunities but also to remain competitive at home.” (Lamb/Hair/McDaniel, 47)

THREATS:

Competitors could potentially come up with fragrances similar to Dark Currant thus cutting into Dark Currant’s revenue.

The current state of the US economy is still in a severe recession, which has the potential to effect profits.

“Pricing is always an important aspect of marketing, but it is especially crucial in times of inflation and recession. The firm that does not adjust to economic trends may lose ground that it can never make up.” (Lamb/Hair/McDaniel, 289)