Charles & Keith: SWOT Analysis Report - Business Development

This report provides a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis of Charles & Keith, a Singaporean footwear and accessories brand. The report begins with a brief history of the company, founded in 1996, and its evolution from a business model based on wholesalers to one focused on direct manufacturing. The analysis identifies Charles & Keith's strengths, including strong brand awareness and a significant customer base in both local and international markets, supported by a robust financial position. Weaknesses include high prices compared to competitors and customer complaints about product comfort and limited product supply. The report outlines opportunities for product expansion, brand promotion through celebrity endorsements, and further international expansion. Threats include intense market competition and evolving consumer preferences. The report concludes with references to the sources used for the analysis.

Charles And Keith
SWOT ANALYSIS
Introduction:
SWOT Analysis is the study that the organisation takes in order to do the internal analysis of
the organisations strengths and weaknesses and the external threats and opportunities that the
organisation faces.
In this report the SWOT analysis of the well known organisation of Singapore that is Charles
and Keith is conducted .
History: Charles and Keith is a Singaporean-footwear brand and accessories retailer. It was
founded in 1996 by Charles Wong and Keith Wong. They adopted ingenious business model
for their brand as they perceived that the conventional model of selling shoes purchased from
wholesalers was unsustainable. In, 1997 they emerged an improved business model and
started making their own shoes based on customer input. As their business expanded they
started eliminating middlemen and started working directly with factories.
Strengths:
 They have created an excellent brand awareness with their various promotions
and advertisements.
 They have tremendous amount of client base both in local and international
market which helps them to maintain a positive brand image.
 They have a very strong market holding in Singapore, with which they have
successfully bagged the international markets with a subtle combination of
design and affordability.
 With more than 12 years of abetment from DBS group(one of the strong
financial banks in Singapore.) they have made a rugged financial position in
the market.
Weaknesses:

 Charles and keith charge high prices for their products as compared to the
various other brand products in the market. The reason for that could be
quality of goods they provide. But, it should be managed to reduce the price so
that it could be affordable by the customers.(Marti roll, 2012)
 The footwear of their shoes is very uncomfortable. Many customers have
complained for that. It should be replaced with better quality so that all the
users are satisfied with the product.
 Goods they provide are limited in quantity. Market demand for their product is
increasing gradually while the supply of their products is not matching the
requirements of the market.
SWOT
GreatawarenessofbrandGreatclientaileinlocalaswellasinternationalmarketsStrongholdinginthemarkeExpansionopportunitiesAdvertisementscanbedonethroughmodelsandcelebritiescanexpandinothersStrengthsThreats

Opportunities:
 There is opportunity for the company to expand their products.
 They can market and advertise there brand through celebrities and models.
They should hire them to act and display the features of their brand. This
would attract more clients for them.
 Recently, Company is working in the singapore only. It will be beneficial for
them to get more popularity and generate more profits if they expand their
operations in other countries of Asia.(Opportunity, 2013)
Threats:
 Their is intense competition in the market which has attracted the
customers of same products to different competent brands.(Threat, 2015)
 Preferences and taste of the people for different products is changing over
the time which is a threat for the company to compete in the market.

References
Weaknesses. 2012. Martinrollcom. [Online]. [3 October 2019]. Available from:
https://martinroll.com/resources/articles/asia/charles-keith-a-truly-successful-asian-global-
fast-fashion-retail-brand/
Opportunity. 2013. Datagrouporg. [Online]. [3 October 2019]. Available from:
https://martinroll.com/resources/articles/asia/charles-keith-a-truly-successful-asian-global-
fast-fashion-retail-brand/
Threat. 2015. Graduatewaycom. [Online]. [3 October 2019]. Available from:
https://graduateway.com/charles-and-keith-analysis-essay-sample-essay/