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Crabtree & Evelyn SWOT Analysis (Weaknesses (brand - appeal to older…
Crabtree & Evelyn
SWOT Analysis
Opportunities
re brand open to a new younger market
Ecommerce allows for consistent global appraoch
Reduced costs in terms of stafffing rent etc.
Centralised management allows for mmore responsive capability of decision making
Total global rebrand
Create products and services that appeal to their target segments in a way that encourages customers to identify with the brand: buy it for themselves rather than for their grandmother's at Christmans time. /
Strengths
brand identity
orderly wind down of business in Australia assists to maintain goodwill for the brand as well as shows that the owners are financially committed to maintaining that goodwill and the brand as a going concern
Legacy of brand- the C&E story
Connection of brand to England and the English Garden - appeals to nostalgia
Luxury
Botanicals and connection to home apothecary - appeal to more generations
.
• Crabtree & Evelyn holds the Royal Warrant from HRH the Prince of Wales in recognition of its services as a supplier of fine toiletries
• Established brand; familiar and respected:
• Awarded products
• La Source Hand Recovery company claims sold one … One La Source Hand Recovery product is sold somewhere in the world every minute.
• Self-purchase, indulgence, pampering
• Strong gift business
Threats
Trends: Tefchnology
Trends: personalisation
Competitors are huge business with L'Oreal etc being highly successful and with personal care, cosmetics as core capabilites
Easy market to get into
Global Competition - ecommerce focus
Speed of innovation and responsiveness to trends and the market
Weaknesses
brand - appeal to older demographic
Alienating existing customer base by re brand to appeal to younger customers
Reputational Risk if online service is not excellent
Finances
stores lacked innovation and experience quality of many other beauty personal care brands
Costumers only buying asonef off gifts at Chrsitmas - lack of continutiy of customers
Structure - In country CEO is not free to be responsive must retain consitent approach worldwide
Nan Hai - owner org runs cinemas. Personal Care and giftware is not their core business,