SWOT Analysis

Strengths- "Dark Fog" likes to focus on its strengths. One of our greatest strengths is that we offer an all organic product, from the ingredients in the fragrance, all the way down to our packaging. This is a strength because our major competitors do not offer anything like this! The customer out there that is looking for a great smelling cologne, and also wants to be environmentally friendly in the process will be amazed by our product. Another one of our strengths is our exculsivity. Our fragrance will only be able to be found at Neiman Marcus, or online at darkfog.com. " The most restictive form of market coverage is exclusive distrubution, which entails only one or a few dealers within a given area." (MKTG, Lamb Hair Mcdaniel, pg. 181) I would like to form a strategic alliance with Neiman Marcus. " A stategic alliance, sometimes called a stategic partnership is a cooperative agreement between business firms." (MKTG, Lamb Hair Mcdaniel, pg. 86.) Another strength for "dark fog" is our original scent. No one in market is currently selling a colgne that smells like fresh rain.

Weaknesses: One weakness that "Dark Fog" has is the newness of the product to the market. We have to work really hard to get out product our there, and create a sense of need for our product within our target market. When I survyed 10 people that were in my target market 9 out of ten said they would be really intrigued to try such a unique product because they loved the smell of fresh rainThis will be a weakness for a few years until we have established ourselves in the market as a top contender.

Oppurtunities: Our biggest oppurtunity is our "green product". Because none of our competitors our offering similar products we can take this a huge marketing objective and capatalize on the oppurtunity.

Threats: Our three top competiors Armani, YSL, and Diesel will always be a threat to our company. Since they are already well-known brands in the market it would be easy for them to come out with something similar to that of rain smelling cologne and take us out of the competition. We do not plan on this happening since we are going to have an agressive advertsing plan to gain loyal customers, and enhance brand recognition. Another threat on us is that our competitors have a global vision. " U.S managers must develop a global vision not only to recognize and react to international marketing oppurtunities but also to remain competitive at home." ( MKTG, Lamb Hair McDaniel, pg.47)There products can be purchased in different countries at brick and mortar locations. The only way that someone from out of the country could purchase is our product is off line. Until we have proven ourselves in the market our product will not be offered overseas.