1) Strength
Strength
|
Severity of the strength
|
Occurrence of the
strength
|
Unique product
|
8
|
7
|
Brand name
|
8
|
7
|
First mover’s advantage
|
9
|
8
|
Various distribution channels
|
9
|
8
|
Broad Franchinse network
|
10
|
10
|
Available export capacity
|
7
|
6
|
Strong marketing campaigns
|
7
|
8
|
Special technology
|
10
|
10
|
2) Weaknesses
Weaknesses
|
Severity of the weakness
|
Occurrence of the weakness
|
Lack of
investors
|
10
|
10
|
Short shelf
life
|
7
|
7
|
Comparatively
high price
|
7
|
8
|
High cose of
delivery
|
9
|
8
|
Lack of
Eastern European market knowledge
|
5
|
6
|
3) Opportunities
Opportunities
|
Severity of the opportunity
|
Occurrence of the opportu.
|
The ice cream market is not
saturated
|
10
|
10
|
More
favourable conditions for import of foreign goods
|
7
|
7
|
Growing
consumption
|
8
|
9
|
Value of
outdoor sales
|
6
|
7
|
Homogenous
products of the competitors
|
6
|
6
|
Increase of
the disposably income
|
8
|
9
|
Premiumization
|
7
|
8
|
4) Threats
Threats
|
Severity of
the threats
|
Occurrence
of threats
|
Seasonal selling
|
6
|
9
|
Dominating
domestic manufacturers
|
10
|
10
|
Tempting for new entrants
|
10
|
10
|
Tough competition
|
8
|
9
|
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