2. SWOT Analysis STRENGTHS
WEAKNESSES
• Strong brand recognition
• Brand portfolio
• Loyal customers
• Small business units and revenues except
• Wide range of price points (affordable to high-end)
on shoes line • Productivity
• Skilled workforce in marketing and sales • Endeavors about the environment and ethical issues • Income level is at a constant increase OPPORTUNITIES
THREATS
• Markets in all parts of the world
• Competitive market
• Growing demand of shoes including
• Tax structure
men’s luxury shoes demands
• Price changes of raw materials
• Global markets, especially in China
• Increasing salaries
• Online markets particularly e-commerce
• Cash flow
• Social medias (YouTube and Instagram)
• Customers preference • Decrease of tourism derived from terrorism and visa policies • Unpredictable exchange rate fluctuations • Counterfeit goods