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ng the SWOT technique to identify how the firm is going to prepare themselves against the competition. Step six is summarizing. Look for common themes and summarize the items into a more filtered through list in the meeting progress. The final step is analyzed and prioritizes. The purpose of this step is to allow business to take advantage of opportunities and those that should be addressed quickly in order to avoid immediate or potential threats.

The diagram 2 shows the SWOT analysis of the OSIM International Ltd. The strengths of the company are experienced large network of outlets showcasing a diverse range of products across different geographical markets, the brand of OSIM have 608 of outlets across geographical presence of North Asia, South Asia Africa, Europe and Middle East, the brand of Brookstone have 301 outlets in America, the brand of GNC have 154 outlets in the South Asia markets while the brand of RICHLIFE have 97 outlets in China markets. The world is OSIM's market with over 1,100 outlets in more than 360 cities across 31 countries in 6 continents namely Asia, Oceania, Africa, the Middle East, Europe and North America. This explains that the company had successful proven track record with established brands and strong partnerships with shopping mall owners. Whether at Times Square in Hong Kong, Changi International Airport in Singapore or Harrods in London, OSIM Global Retail Concept platform gives a singular image, one that is welcoming, attractive and inspiring

On another point of note, the company has two weaknesses that were identified and they keep striving to improve on over the years. Firstly, is the change in consumer taste. Sales of OSIM's products are relied on consumer demand and are affected to changes in consumer tastes. There is no guarantee that its efforts in niche marketing, brand management and product innovation would enable the group to meet the evolving consumer tastes. Secondly, is vulnerability to downturns in economic cycles. OSIM's healthy lifestyle products are more exposed to reduced demand in times of downturn as they may not be considered as essential health products.

After expecting the internal environments of the SWOT analysis, the external environments also should be taken in to account by the company. Beginning with the opportunities, OSIM are well-positioned to tap on improving global economic outlook and likely to gain from growing wealth and urbanization in China.

Lastly, OSIM International Ltd may face threats too. The threats that the company meet are vulnerable to health epidemics and terror activities. The appearance of health epidemics and terror activities may greatly affect sales and the economic growth. A majority of its outlets are located within high traffic malls and airports, any health epidemic or terror activity is likely to lead to a decrease in consumer traffic in these areas and followed by a decline in its sales. The continuous success of the Group has been attracting counterfeit products traders. As results, the company also face threats of the subject to market competition and negative media publicity caused by lower cost, but often of inferior quality products which also resulted in short term business impact. Each of these two factors is related to one and 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。