The goal of a SWOT analysis is to match Ci Vediamo Amsterdam’s strengths to attractive opportunities in the environment, while eliminating or overcoming the weaknesses and minimizing the threats. As a final point, the SWOT matrix will give a clear review of the most important elements of the SWOT analysis. STRENGTHS
Strengths include internal capabilities, resources and strategically desired factors that could increase the company’s ability to serve its customers and to reach its objectives. The company values their close customer relationships. Thanks to personal sales activities of the owner of Ci Vediamo Amsterdam, clients have a strong connection with their ice cream supplier (this can be concluded from the Positioning Advantages and from one current customer mentioning this advantage during the qualitative research). This will eventually lead to brand loyalty. Another strength of the company are their flexible delivery times. The firm is able to deliver the products every day of the week for the convenience of the buyer. This gives Ci Vediamo Amsterdam the advantage and ability to differentiate itself from its competitors. The company is also able to adapt and customize the ice cream flavours to the wishes of the customer. Through this approach, the firm can always fulfil the needs and wants of the client.
Weaknesses are internal limitations and negative situational factors that may affect the company’s performance and its objectives. A significant missed opportunity for the ice cream seller is their total absence on the corporate website. The website, owned by Ci Vediamo Egmond, does not provide any information of their franchise in Amsterdam. Due to lacking physical and low brand awareness, a strong brand image is not yet created. It must be stated that the company did attempt to apply simple marketing strategies in the past, but failed in succeed in them.
Opportunities are positive trends or factors in...
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