7/22/2019 SWOT (SEL)

1/3

Positive Negative

Internal STRENGTH WEAKNESS

Strong brandname with a long

history of thefamily owned

company

Consistentmonthly progress

meeting (Present

report/ financial

performance) Optimism

company culture

Strong essentialproducts quality

A whole range ofproduct with

merchandising

license

Niches of product(Traditional toys)

Lack of capacity toimprove thecapabilities (Limited

machine/Partially

Automated or

manual)

Hold a lot Inventory(Deliver when getorders/ stock from

last season/ new

stock/ lack of

warehousing space)

Products faileddeliver on time

Complexity oforganization control

Difficulty inrecruiting and

retaining workers

Lack of designing/research and

development

(design team,

contractor,

freelance)

7/22/2019 SWOT (SEL)

2/3

Poor forecasting oncustomer

expectation

(Contrasting

marketinginformation

between SEL and

retailers)

No routinemaintenance is

carried out /No

maintenance record No proper cycle

time and set up

time data

Over relies on localcontractor

(Machine failures)

Relies on a numberof suppliers (Boxes)/ Oversea suppliers

(Card Jigsaws)

Relies on highlyskilled operator

without a complete

safety guards(Cutting wooden

Jigsaws)

Inconsistent set uptimes for dies

Complexity ofoperational control

(Delay time)

7/22/2019 SWOT (SEL)

3/3

External OPPORTUNITY THREAT

Increasing indisposable income

in developingcountry (rapid

development of

BRIC Countries)

Expand the targetaudience :

Youngster,

teenagers & adultas prime target

rather than young

children

Expand the targeton woman

audience instead

of only focus on

boys audience

Impact of childrenphysical and

mental

development

UK Toys marketgrowth : toys for

Pre-school

children, outdoor

toys and soft toys

High competitivelyindustry

Seasonalfluctuation, trendand fashion

Downturn inUK/Global

economies

Short term declinein worlds childpopulation

Declining birthrates Growing

disenchantment

toward

conventional toys

Political issue :Chinas one childpolicy

Technological andfashion changes

Internet pricecomparison

(transparency tomarket)

Children arematuring earlier

Birth rate has beendecline