CHAPTER 7

SWOT ANALYSIS

7.1 Strength

· Well established company

· Lower price than the competitors

· Offers a variety of cool color

· Compact & Lightweight

· Distributed to most convenient stores & available at every supermarket and hypermarket

· Variety of products

· Small in size that’s why easy to carry

7.2 Weakness

· Brand awareness is low

· Products quality low

· Unattractive packaging

· Target market is very wide

· Consumer don’t trust on local brand

· Colors are not long lasting

· Does not fully use the media for eye shadow product promoting and advertising.

7.3 Opportunity

· It provides full range of color cosmetics that can fulfil consumer needs.

· Young women or teenagers like variety of color products.

· Local product so no import tax.

· Halal cosmetic certificate.

· Young women & teenagers who don’t earn, always look good quality products in reasonable price.

7.4 Threats

· Too many color cosmetic products in the market.

· High competitors in the market.

· Market demand of international brand’s product.

· Sometimes consumer prefer same quality like silkygirl but different brand

· Consumers use various brands products to meet their needs rather than using one specific brand

· Consumers always like to try and experiment products until they find something that suits their liking.

· Fast changing past of consumers’ lifestyle.