Swot Analysis

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SWOT Analysis of “Elit Electronics”

1. Introduction
2. Review of the company
3. Strengths
4. Weaknesses
5. Opportunities
6. Threats
7. Matrix of SWOT analysis
8. Conclusion
9. References


In the following essay I am going to talk about the strengths and weaknesses of the company “Elit Electronics”, also threats and opportunities of the company in the existing market. SWOT analyze will help us to evaluate the market position of the firm and what it can achieve in the future. We can also find out competitors of the company and compare to “Elit Electronics”.

Review of the company

JSC "Elit Electronics" started its operation on the Georgian consumer market in 1996. Area of the activities of the Company covers retail and wholesale trade with TV sets, audio and video devices, home appliances, computers and cell phones. Mission of the "Elit Electronics" is to make valuable contribution in development of successful individuals and the country, deliver advanced technologies to each family and each individual with wide range of options and at best service. Under the name "Elite XXI” on May 8, 1996, JSC "Elit Electronics" was founded in Batumi. At the time of its establishment the staff of the Company comprised of only 3 members. At present total number of the company's staff is about 900. Initially the Company was involved just in the selling of video cassettes, but later they expanded their activities and started trade with audio and video appliances. Nowadays "Elit Electronics" is an official distributor of VESTEL, SAMSUNG, VOGEL, GORENJE, FAGOR, BOCSH, SIEMENS, TEFAL, ROWENTA, MOULINEX and GAGGENAU. Currently the company includes 35 shops of "Elit Electronics" (in Batumi, Kobuleti, Poti, Senaki, Kutaisi, Khashuri, Chiatura, Sagarejo, Martvili, Telavi, Rustavi, Tbilisi and other towns) and 40 dealership shops throughout Georgia. Best prices, wide and regularly renewed assortment, warranty and post-warranty services, home delivery of purchased products, opportunity to buy the products on an instalment plan, high level service and individual approach to each consumer conditions current reputation and place of "Elit Electronics" on Georgian consumer market.

Brief review of the market

“Elit Electronics” has been operating in the market since 1996 and it is considered as the leader in Georgian market. But as the range of the products that the company is suggesting to customers is wide, it has a big amount of competitors. “Elit Electronics’ main competitors are: “Mobi” and “Eliteli” in the market of mobile phones, “Alta” and “Eliteli” in the market of computers and its accessories, “Sony”, “LG” and “Beko” in the market of domestic techniques. Company’s target market is not only one segment of customers. As it suggests different products for different price and quality it meets the wants of almost all segments of customers.


One of the key reasons of company’s success is a strong top management and high competence of employees. “Elit Electronics” has young, professional and highly motivated management team. Their main principle is to be better than they were yesterday. The company is trying to improve the education of the employees all the time. There are always trainings in the company to improve the customer services, efficiency of management, and the knowledge about the goods that are suggested. As “Elit Electronics” is a leader in Georgian market, it has received a lot of domestic or international awards; that improves the image of the company. Also it increases customers’ and financial institutions’ loyalty and trust towards “Elit Electronics”. In the field of social responsibilities main direction of the firm is education and upbringing of young generation, taking care about formation of their national spirit, expressed in various projects implemented by the company. They also spend a...
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