Some of the strengths that I believe we have are the fact that many people have already have candles in there homes so technically that's already half of the battle. Many of there significant others will enjoy the scents and appeal of having Yankee candles around the house. The overall price for the product is very obtainable and will allow for anybody to have the product. On the other hand weakness's that I see possibly happening are "buddies" giving there friends a hard time. Men feeling comfortable enough to walk into the candle section of there favorite store. Durability as well could be a problem because candles don't take too well of a beating and can often be handled poorly.As far as opportunities, I see this product as a market that nobody has yet significantly tapped into. The trust has already been built up from over a hundred years of manufacturing and can only increase, people respect the name. This can also be a opportunity to set aside Yankee from the other basic and generic candles that are floating around in the market. The biggest threat are going to the the shops that sell the extremes of candles. Bath and Body Works would be an example that would automatically turn most men off of the idea of purchasing candles. Lower priced generic candles as well are a obstacle with stores like Wal-Mart and Target.
Managing the marketing function begins with a complete analysis of the company’s situation. The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T)
In a small group, develop a SWOT analysis for a business in your community. From that analysis, recommend a marketing strategy and marketing mix for this business.
(Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions)
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