Serving in a niche market providing only the premium products is its main weakness. By capturing only the top of the pyramid, SK-II is will not be able to maximise its market share as there will be many consumers unable to afford their products.

Although SK-II has a relatively range of products, other skin care brands have an even wider range of product offering. Similar to the previous factor, SK-II is at an disadvantage due to their competitors’ comparative advantage.

Unlike some of its competitors, SK-II does not own a flagship store. By operating solely via departmental stores and specialty stores like Sasa and Sephora, their brand exposure is also much lesser. Competition in departmental stores and specialty stores are also tougher as more brands are available for comparison.