留学生论文网源于英伦 服务世界 专业代写服务12年
当前位置: 首页 留学生论文

专业定制留学生企业战略分析论文:SWOT分析—NUDE Skincare SWOT Analysis

时间:2011-07-12 15:46:31来源: 作者:www.liuxulw.com 点击:0
留学生论文网专业提供留学生企业战略分析论文定制,留学生企业管理毕业论文定制等论文服务。SWOT是一种分析方法,用来确定企业本身的竞争优势,竞争劣势,机会和威胁,从而将公
NUDE Skincare SWOT Analysis Strengths • NUDE 留学生企业战略分析论文 Skincare range is ethical and eco-friendly • The range uses natural products thus is filling a niche in the market, there are fewer competitors. • The skincare range is catering for a high end market, who wishes to live an eco-friendly lifestyle. • The packaging is bio-degradable. • The product already has celebrity endorsements such as Oprah Winfrey and Christy Turlington and the site carries all reviews that have been written since NUDE launch. • The product line is riding on the crest of a wave; it’s now trendy to be green. • The packaging is minimal, eye catching and trendy. The image created by NUDE – products displayed like pebbles piled high - is cool. • The founder – Brian Meehan – is reputable and has experience. He opened ‘Fresh and Wild’ organic foodstores in Britain 1998. He sold his chain to the American Whole Foods Market in 2004 for $38m. • The limited availability of the product - only available online or at SpaceNK in Northern Ireland - makes it more desirable. It’s now special. Weaknesses • NUDE Skincare launched in the UK June 2007, but it still has a low profile. • It’s an expensive skincare range. • It has yet to establish itself as a brand sitting next to other well known department store brands. • People may still be more likely to rely on proven works of science than nature when it comes to skincare, especially premature aging remedies. • It’s not as expensive as it once was to get cosmetic surgery, and there is no longer the same taboo about getting surgery or cosmetic treatments such as botox. Rather than having to go to Harely Street in London, one can book a surgery procedure in a Belfast clinic. • It’s difficult to gain access to the product; it can only be purchased online or in SpaceNK in Northern Ireland. • The language on the website is technical, complex, and potentially intimidating which may out customers off. • The general idea of being ‘eco-friendly’ may be considered unsexy. • While the NUDE website promotes its ‘ethical’ and ‘fair trade’ activities, there is no evidence of how this manifests itself. Other skincare companies such as DR Brandt and Shiseido show on their websites how they give back to society. • The website fails to show an ‘emotional’ side to the brand. • There is no option to request trial sizes. • NUDE needs to address its search engine optimisation. NUDE skincare is not listed when an ‘organic skincare’ search is performed. • There’s a risk that rather than having a USP, NUDE is trying to be too many things; ethical, anti-aging, bio degradable packaging, eco friendly, a competitor for other high end brands. Opportunities • NUDE can now attempt to revamp the image of natural skincare. • There is a niche in the market; there are no exclusively natural skincare products available in department stores. • More people are open to the idea of leading an eco-friendly lifestyle; the timing means NUDE has the potential to become the must have accessory/brand. For example, America’s Next Top Model, one of America’s most watched TV programmes, has promoted for the first time, an eco-friendly lifestyle. The model’s people carrier (season 9) is now called the ‘Green Machine’ run by 100% bio-diesel. This programme targets a fe/male audience aged 18-35 and is successfully merging fashion with being environmentally friendly. • There is the potential to take advantage of connections, Bono’s wife Ali runs clothing store Edun and could be key in the promotion of the NUDE line. She has successfully given high end fashion a social conscious. • Brian Meehan, the founder, shows that men can also become involved in and be aware of skincare.
Threats • There are much more experienced competitors in the natural skincare market, for example, Kiehl’s, Shiseido, Origins. • Competitors could step up their game in light of NUDE’s claims. • There is heavy reliance on the internet for access to information and products. This is assuming the potential customer has access to or an interest in the internet. • Negative press; User Generated Content could work against us. The ability for individuals to contribute to / create blogs www.liuxuelw.com/liuxueshenglunwen/means that negative views could be posted for all to read. • The public may view NUDE with all its claims as a novelty. • The language used on the website could be deemed pretentious.