COMM 323 S.W.O.T. Analysis

For my SWOT analysis assignment, I am instructed to choose one local business and review their internal and external information that will help assist me in putting together an event for this company. The business that I will be researching for this SWOT analysis is Sugar + Spruce. This woman-owned business is located in downtown Fredericksburg, Virginia. They sell a range of bath-related items from bath bombs, bath salts, soaps, and other similar items. All of the products are made by a licensed esthetician who use handpicked, nontoxic ingredients which are also safe for the environment. Their customer demographic is mainly catered to women, although they do carry men's and kids' products as well. Downtown Fredericksburg is a historic area, so many customers that come through include tourists and new customers.

Strengths:

• Consistent customer service, most reviews state that employees are friendly and do not hesitate to help customers pick out items.

• The company has a social media presence. The marking done through their Instagram and Facebook is trendy and up to date which helps grow their relationship with the online community as well.

• They make a variety of fragrances to suit everyone’s personal preference, making sure to include customers who are into earthy and natural fragrances that are not as sought after.

• Member rewards program that includes free gifts for a certain number of points.

Weaknesses

• Very high pricing on certain items. The price of a bar of soap is $7 alone. Although paying for the quality, the price is certain to steer potential customers away.

• Only one strong demographic group, their marketing and storefront is mostly catered to women although they sell kids and men’s products.

• Although they include a rewards program, it is confusing, and points are not clearly stated

Opportunities:

• Expand their men’s line to include more potential male customers.

• Get customers involved with DIY soap making classes.

• They are one of the only locally owned businesses that sell handmade bath products and have little to no local competition (Outside of bigger corporations) which gives them room to grow their company.

Threats:

• Bigger corporations that sell the same products for less money

• The location is not ideal for people who are not local to Fredericksburg.

• Slower business or markets can cause lower sales. This is a big threat because it is something that is unexpected and unpredictable.

An event that would benefit this establishment would be Make-Your-Own-Bomb Day. Where customers can come in and choose from a variety of fragrances and put together their own DIY bath bomb or body soap. Customers would only have to pay for the class but would be able to take their own products home for free, and they would get a discount on any other purchases they make in the store that day as well. This event would be great for returning customers and new customers so they can see what goes into making their favorite bath products.

References:

https://sugarandspruce.com/