SWOT Analysis Focus Point

4.0

SWOT analysis 4.1

Strength 4.1.1

Core competencies Focus Point operates by using the “Focus Point” brand name and invests the resources to build its brands to create high customer confidence and a strong market reputation.

4.1.2

Location Focus Point locates at Tesco shopping center which has a large customer current capacity.

4.1.3

Clientele Focus Point is having regular customer which the major customer base are from 40 years old and above. (帮我确定下~我忘了是学生群还是中年群~呵呵)

4.1.4

Attractiveness/uniqueness Focus Point has a high level in its total customer satisfactions through quality professionalism and excellent service. Focus Point offers a wide variety of quality frames, sunglasses, ophthalmic lenses, contact lenses, solutions and accessories. Customers will enjoy the exclusive branded eyewear such as “Bollé”, “Morgan”, “Too Inch”, “Emporio Armani”, “Hugo Boss”, Christian Dior”, “Escada”, “Fendi”, Emergildo Zegna”, “Lindberg”, “Ray Ban”, and many more.

4.2

Weakness 4.2.1

Level of competition The overall level of competition among operators in the professional eye care industry in Sungai Petani is high as there are many players competing in the area.

4.2.2

Competitive prices Pricing of the product in Focus Point are extremely expensive compared with competitors as Focus Point only sale original branded product.

4.2.3

Low profit margin

Focus Point is facing a low sales when slack season (after Chinese new year and bulan puasa). 4.3

Opportunities 4.3.1

New markets Focus Point plans to launch a new outlet at Jitra because there are Jitra is a very potential market since the major consumer at there are the residents in Jitra and students from nearby Universities.

4.3.2

New products Focus Point provides necessary products and services to many consumers with the need to correct blurred vision.

4.3.3

Dense population Shop location at shopping mall and neighboring schools will create a great opportunities to increase the sales level of Focus Point.

4.4

Threat 4.4.1

Government regulations Government is strict on price set by franchisee Focus Point such as discount rate of the stocks and sales price after discount. Government also strict on the design and typesetting of the signboard of the shop.

4.4.2

Risks and uncertainties Sometimes Focus Point will meet the problem of stock obsolescence due to changes in customer preference. Besides, lack of stock also a big trouble for Focus Point. This problem is always appearing when a particular item asked for is out of stock, the franchisor cannot give a seasonable aid.

4.4.3

Economic downturn

Focus Point is to be innovative in fulfilling the ever-changing and increasing demands of the market and make sure these products can proved to be more resilient to the economic downturn. 4.4.4

Global competition Focus Point is facing a continuous competition in the professional eye care industry. The strongest competitor is A-Look.

4.4.5

Ease of entry There is a low barrier to entry into the professional eye care industry. Anyone who has a basic knowledge on optical and the adequate fund can entry this industry. This will increase a large number of competitors in the professional eye care centers.