Roxy Swot Analysis (Part Threat and Opportunity)

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Thanks Lydia, now let's move to Opportunities and threats .

Let's first talk about the threats that Roxy are facing .

-As Lydia mentioned ,Roxy's failure on this advertisement caused fans' dissatisfaction ,they expressed their outrage on the internet, branding roxy as "disrespectful" and "disappointing" and roxy's response appears to have made the situation worse by saying "it's not wrong to be an athlete and to be sexy if you choose to be" whereas viewers think that the ad shouldn't be focused on a surfer's body or sex at all ,it should be about their talent. The impact of this ad will probably prevail in the future , Some even said they were boycotting the brand ,and Roxy also has to face negative attention because of lawsuit.

- Secondly ,as we know ,worldwide economic crisis has engulfed the entire world , Roxy's turnover is surely influenced , how to survive through the crisis and then make a profit is very crucial for Roxy .

-What's more, Roxy operates in markets that are highly competitive, competitors such as pacsun , hurley, billabong, hollister… (photo) all of them have both men & women collection while Roxy focus only on female products. Roxy's ability to evaluate and respond to changing consumer demands and tastes is critical to their success. If they are unable to remain competitive and maintain their consumer loyalty, their business will be negatively affected.

However if Roxy makes the most of it's current position on the market, while dealing with these threats, the company may on the other hand be able to seize many opportunities .

-Firstly, Celebrity Endorsement in advertising . Roxy has always been using female athletes as advertisements' models such as Kelia Moniz(photo) Women's longboard world champion,but to those who don't surf and don't know the sports world , they seem to be less attractive.

1°It's important for a customer sees an advertisement involving his or her favorite celebrity endorsing a...