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Crabtree and Evelyn SWOT Analysis (Weaknesses (Logistics, Bought chiefly…
Crabtree and Evelyn SWOT Analysis
Strengths
Brand
Natural
Quality
Luxury
Legacy
Knowledge
History of R&D in botanicals
Commitment from Nan Hai Corp
Strong sales as gifts
La Source Hand Recovery cream outstanding sales.
Weaknesses
Logistics
Bought chiefly as gifts
Seen as an "old lady' brand
Brand - Customers do not identify themselves with the brand
Structure - In-country CEO had littel power to innovate
Declining sales
Nan Hai Corp experience is in cinemas not personal care companies.
Threats
Competitors
R&D
Innovation
Brand Identity
New Entries
E-commerce focus
Risks of poor service
Lack of opportunity for consumers to try products
Marketing to a new demographic segment may alienate traditional customer base
Changing Trends
Opportunities
Change
E-commerce focus
Facilitates central responsive management and consistent global approach
Re-Brand
Marketing to a younger demographic segment
Demand for natural and environmentally friendly products
Trends
Personalisation
Nature
E-commerce