SITUATION OR SWOT ANALYSIS

In this business, facing reality is what we need to do.  I believe we have an undeniable factor, which is our strengths, weaknesses, opportunities, and threats.  "SWOT analysis, is known as an overall evaluation of the company’s strengths (S), weaknesses (W), opportunities (O), and threats (T)" (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing G10).  Our strengths is most definite,  our company is authentic and will remind people of mom's home cooking, adventure, and tradition.  Our weaknesses are people might get tired of eating Ethiopian food.  We don't have a variety of foods from a variety of other countries.  Our opportunities are introducing our food to so many other people that don't know about our food.  Teaching them our culture and tradition.  Ethiopia has tradition that goes back hundreds of years that so many people are fascinated about.  Our threats are people trying to execute the same business like ours.  Trying to copy our plans for what we think this service should be given.  "The company should analyze its markets and marketing environment to find attractive opportunities and identify environmental threats. It should analyze company strengths and weaknesses as well as current and possible marketing actions to determine which opportunities it can best pursue. The goal is to match the company’s strengths to attractive opportunities in the environment, while eliminating or overcoming the weaknesses and minimizing the threats" (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 56).