SK-II | SWOT Analysis

This SWOT Analysis is based on Singapore market itself.

• SK-II is a good product with proven results • Strong brand image • Loyalty • Strong marketing support • Pitera trademark • High recognition Click here to find out more.

WEAKNESSES

• Niche market • Narrow range of product • Weaker bargaining - under department stores • Absence of retail flagship stores Click here to find out more.

OPPORTUNITIES

• Men industry • Launching of Makeup series • Growing affluence • More budget to pamper themselves, thus more collaborations with established brands. e.g. SK-II boutique spa Click here to find out more.

THREATS

• Imitations • Strong competitions Click here to find out more.

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SK-II produces quality premium skin care products which are largely successful as seen from their market share in the fragmented markets. In addition, they have also won many awards in many different countries such as Taiwan, Hong Kong and Japan. This clearly signifies SK-II’s advantages over their competitors in the market.

Having a strong brand image and being highly recognisable also shows how much people already know about the brand and what kind of image they are portraying. From the positive reviews we have read, it seems that majority of the SK-II current users adore the products and are very loyal to the brand (http://www.sk-ii.com.sg/en/club-skii/miracle-stories.aspx).

Being a child brand under Procter and Gamble also ensures strong marketing support and other benefits associated with the parent company such as perceived quality and assurance since Procter and Gamble is big and famous international fast-moving consumer goods (FMCG) company.