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Analysis of Southern Lights CC,Explain Briefly What is Meant by Strengths, Weaknesses, Opportunities and Threats.



Due to changes in business operation globally, it is essential to keep business process with the current situation. Currently, all businesses are changing marketing mix strategies so as to increase the sales of their product.  (Michaux, Cadiat, & Probert, 2015). Managers must know the segment under their operation so as to retain existing customers and also be ready to acquire new segment with potential clients. Business should design their products accordance to customer wants and specification. When it comes to marketing, various methods such as a personal selling, advertising through the media or direct selling is crucial.

SWOT analysis should be very subjective, easy and straightforward to use, realistic, specific and focus on the present and future position of the business. First, strengths are one of the important aspects of the SWOT analysis which is an internal factor in the firm. It could entail having the market expertise, proper allocation of premises or introduction of the innovative commodity  (Mullins & Walker, 2013). In the strength analysis, one can look at for 4p’s of marketing strategies. Due to changing in global trend on, it of an essence to segment the market accurately; know the existing loyal customers and part with new potential clients. The advantages organization has over the competitive and what they can do what other competitive are doing are important.  Therefore strengths entail; what does your firm have better the competitor and what advantages do you possess that keeps you unique. Also, strength could help mean what factors contribute to your sales. Finally, strength can be show of how cost effective you can be more than other.

Secondly, weakness is one of the internal factors surrounding the business. Weakness is either in the form of similar products, bad reputation, and poor quality product and lack market expertise. Therefore, weakness focuses more on factors contributing to the reduction of sales. Another problem is about corporate social responsibility. Corporate social responsibilities enable real relationship of the company and its surrounding. Therefore, CSR allows capturing new market segment and retaining the existing clients. Analyzing your potential financial is of value since it can also help in case you want to expand your business which will result in a high return on investment  (Byrd & Megginson, 2013). Weakness shows you should do and what to avoid. Similarly, weakness can tell the factors contributing to the lower sales capacity. Strengths and weaknesses are internals factors and come in the form of human resources, past experiences, financial, physical resources or processes

Opportunities show what current trends and better opportunities do you see. Opportunities can be due to change in technology, government policies or local event. Opportunities as an external factor can also come in the form of acquiring market segment belonging to an ineffective competitor  (Michaux, Cadiat, & Probert, 2015). Managers should check if the weakness can change to be possibilities and if the existing strengths can bring new opportunities for the business venture. So the managers should check the interesting trends and spot the right opportunities that their competitor is not seeing.

Finally, a threat comprises the external factors affecting the company. Additionally, production differentiation is important in a different place according to the age, race, culture, gender and social class  (Michaux, Cadiat, & Probert, 2015). Threats can come in the form of unfair price competition, a new competitor in the market, new legislation like taxes and also competitor having an active distribution channel. Thus threats can tell what the competitors are doing and what problems they are currently facing. Deviation from the set standard can be a threat to your business. Moreover, due to change in technology can contribute threats since it can compromise high standard output. Consequently, opportunities and threats are an external factor that could influence economic, future trends, physical environment, legislation or demographic change.

SWOT analysis can identify the barriers in order to explore new solutions. Additionally, SWOT is can resolve the direction which is most real and discloses the likelihoods of change. Finally SWOT acts as brainstorming tool when discovering innovative solution to a problem.


Southern lights company SWOT analysis

Of utmost importance is strengths of southern lights; that they can do on the job and off job training, which necessary for the improvement of products; lamps production increase from 3500 to 6000. Customer’s relationship of southern lights sounds right. Southern lights have to do proper and efficient pricing method. Similarly, by providing a better price, they have managed to deliver the product to the potential customers at the right and the right place.

Southern should analyze accurately what other competitors are doing that they are not doing. Another issue is that the Southern Lights have no proper selling method such as advertising and direct personal selling. Southern light has proved there is no direct contact with their customers. Additionally, Ricardo and Marcia have no other source of the income in case the southern lights company comes under financial crisis

Opportunities can be market depending on internet usage, venturing into the new market segment and discovering a new international market or forming mergers like in the case of Ricardo and Marcia. Southern lights are using a very sophisticated machine which shows that they are in better place concerning the technology. Southern lights can increase the production of the lights due to improvement in the device and also use of qualifies personnel. Southern lights have future trends in place; being serving both locally, nationally and internally.

Lastly, Southern lights have improper market segmentation regarding the geographical and demographical location. Thus, Ricardo and Marcia should be familiar with changing population pattern and lifestyle in a particular segment. Ricardo and Marcia should focus on the large competitor who would possibly wipe out the market segment they already possess. Another is looking into the law or legislation which would make it hard for the business operation of the southern lights


Clearly, we have seen irrespective of the southern lights having some weakness; it has done a lot regarding achieving much in its functioning. Additionally, Ricardo and Marcia have done extra hard to venture new market globally. This expansion will create more sales hence high return on investment. Carrying SWOT analysis of the southern lights it will assist in identifying the barriers of objectives implementation.



Byrd, M., & Megginson, L. (2013). Small business management: an entrepreneur's guidebook. New York, NY: McGraw-Hill.

Michaux, S., Cadiat, A., & Probert, C. (2015). Porter's Five Forces. Namur: 50Minutes:

Mullins, J., & Walker, O. (2013). Mullins, J. W., & Walke Marketing management: a strategic decision-making approach. New York: McGraw-Hill.


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