Business Model and Strategic Plan Part II: SWOTT Analysis Paper

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Business Model and Strategic Plan Part II: SWOTT Analysis Paper

Brandy Gorewicz

Bus/475

August 10, 2015

Sarita Wesley

Business Model and Strategic Plan Part II: SWOTT Analysis Paper

Having a successful business is the dream of many entrepreneurs and business owners and to do so it takes having a strong business model and utilize strategic planning. Part of the process is also understanding the strengths, weaknesses, opportunities, and threats the business may face in order to create the most effective business plan and this technique is called a SWOTT Analysis.

Business Synopsis

The sunscreen protection industry is very competitive and Coppertone has been successful at remaining a leader, and to maintain this they need to find new innovations that will keep customers excited about the product. The sunscreen-misting booth is the first of its kind developed by Coppertone and a new division is necessary to run this large of an operation. The division has to be aware of all of the strengths, weaknesses, opportunities, and threats to the new technology to have a smooth running and successful line. The legal team in the Coppertone organization is essential to keeping the product protected from lawsuits and patent protection. There is always the threat of legal issues with any protect, these may include protecting the company from lawsuits from consumers who either injure themselves while in the misting booth or with the product or reaction to the product. The legal team works hard to resolve these issues quietly and efficiently with little or no publicity to the public. Protecting the brand and the rights of the misting booth is going to be a large task due to the product being new to the industry.

The sunscreen-misting booth is how Coppertone has stayed relevant as the world changes and becomes more convenient. Giving consumers options for how to apply sunscreen in an environment such as a theme park is new technology and a fun way to grow the brand as consumer’s demands grow. Before the misting booth Coppertone’s only big adaptation to change has been increasing their sunscreen protection levels and appealing to the beauty and health demands to consumers. Reducing the risk of skin cancer and delaying the appearance of wrinkles is an adaptation of change, and adding the technology of the sunscreen-misting booth has moved this brand further into the future.

The Supply Chain

The new division created by the Coppertone organization will handle the sunscreen-misting booth; this includes a team that deals with the network that is involved with distribution, resources and the sale of the misting booth. There will be subdivisions that work together to make a cohesive product and affordable to produce in order to make the highest profit. The team will utilize the strong relationships Coppertone has already developed in order to ensure the product is consistent and reliable. With a product that is progressing with time and still reliable as it has been known to be, stakeholders will have less resistance to the new product.

Issues and Opportunities

There can be many issues and opportunies with introducing a new innovation or technology to the world; the first may be resistance and excitement from the public. Based on the analysis done while compiling information for the SWOTT analysis chart there are both issues and opportunities present, a major issue is protecting the creative rights and design of the technology from potential competitors and maintaining the lead in the industry. Having a team in this new division that is loyal to the brand and understanding the importance of not sharing the advances made in the new technology to competitors will be essential in dominating the market. Does having a loyal team in the new division of the sunscreen-misting booth that does not share information that makes this technology successful help maintain the success of the business? Loyalty is important in any industry this can be aided with the help of the legal team, by creating a contract that each member of the team sign that gives all rights to Coppertone and consequences if the employees break the contract.

Opportunities were a large part of the SWOTT analysis, and a large one that stood out was having a brand new design in the industry that consumers have yet to see done by sunscreen. The booth itself needs to be introduced in a smaller venue first as a test, to work out the potential problems that may arise, before released to a mass amount of consumers. This will reduce the risk of negative feedback travelling to the public and a more positive initial roll out. This will test the technology and consumer usability on a smaller scale and Coppertone can make the product up to the standards of their other lines of products.

Conclusion

There are going to be countless issues that come up when developing and introducing a new innovation to the public, from legal to technical flaws that arise. Covering all bases is what a strong team in a division is responsible for; they use analysis and testing to come up with the strongest product that will improve the Coppertone brand name.

SWOTT Analysis Chart

Factor / Strength / Weakness / Opportunity / Threat / Trend
Legal and Regulatory / Coppertone has a strong legal team that is established with the company / The misting booth will be a new innovation to the sunscreen market with no legal threat comparison / To have the original patent on the new technology / Competitors copying the original design and unknown potential consumer lawsuits / New laws or regulations created for the new technology
Global / The misters will dominate the global market and demand / Lack of history may be difficult to get global awareness / To reach new customers outside the united states upon success / Increased pressures to design booths that use little energy / Markets outside the United States show interest in the misting booth
Economic / With economic growth there will be more visitors to the theme parks / In a bad economy there will be less people visiting the theme parks and lack of exposure of the booth / Create a new brand of sun protection / Competition flooding the market / Supports the upward trend of the economic health in the united states
Technological / Creating a new technology that reinvents sun protection at theme parks / Lack of interest from customers / Make sun protection awareness a new and fun experience / Competitors improve on the technology and take the market / Fast and convenience is becoming more popular and utilizing technology for tedious tasks
Innovation / This is new for the industry and creates a new potential line of booths / It does not mist evenly for all body types / Inspire other products to be developed to improve the booths versatility / Superior innovations find better ways to be efficient / People are inspired to find new ways to stay protected while at a theme park
Social / It draws attention to sun to the family sun protection / People not wanting to spend the money to apply sunscreen / Excite younger generations to remind parents of sun protection / Bad publicity on social media networks / People communicate with others and encourage them to visit parks with booths
Environmental / Efficient use of the product reduces the waste / New technology in the market find more environmentally friendly booth technology / Creating energy efficient machines / Increased use of energy for each booth installed to the park / The next wave of technology looks into using solar options to run booths
Competitive Analysis / The misting booth is a leader in the industry / Competitors will take over the market / Keeping the booths up to date will keep loyal customers / There will be competitors convincing the theme parks on replacing the booths / There are competitive misting booths on the market
Strategy / A strong team that continues to create new ways to make the booths better / Competitors replicate strategy and improve operations / Create a model to maintain the lead on the misting booth industry / The new technology will take strategic risks and not all will be successful / Other sunscreen companies will hire specialists to run create new strategies in the market
Structures / Coppertone has a strong existing business structure that will lay the foundation for the booth division / A brand new team in the division will have to adjust to while the division grows / Strengthen the structure and build on the potential to become a model for the future / The chance of team members leaving the company and leaking successful structure information / Set a standard for the future business of misting booths
Processes and Systems / There is a strong process and new systems that has been tested by the Coppertone experts / There are potential bugs that will be worked out with time of the new innovation / Have a team set the standard for the future of the misting booth technology / Competitors having superior processes and systems that move forward quicker in the industry / Developing systems and processes that become a standard in the misting booth business
Resources / The Coppertone company is established with all the resources already available / With so many already successful resources there is a lack of new resources to be tested / Learn new ways to utilize existing resources in new ways / Team members sharing information to competitors on how resources are used internally / Using and reusing resources for the benefit of being efficient and ecofriendly
Goals / Coppertone has goals consistent with success in all of their products / The goal of the misting booth is too large and different than all other Coppertone products / To generate new goals that will transform the brand / The goals will not be supported by the company as a whole due to the risk / Goals will inspire new ideas to be generated in the booth technology
Strategic Capabilities / Having strong resources and team members to use all the existing capabilities for the new line / Applying all of the capabilities to the new technology and the flaws that will arise / Learn how to apply all the resources to develop new skills internally / Low company or team performance can lead to lack of strategic capabilities / Coppertone teams create a strong product through their strategic management and resources
Culture / The culture of the business is to strong and loyal to achieve success / The employees are set in the culture and will need to accept a new culture in technology / Opportunity for the brand to embrace technology / The sunscreen industry is introduced to a sunscreen alternative / People in and out of the industry embrace the new technology
Technologies / The technology has been proven to be successful / Developing new technology will take time to refine / Advance the technology and strengthen the team / The growth of the technology will be difficult to keep up / The advances in technology will expand to all the theme parks
Innovations / Having a team that understands the importance of new innovations / Finding the right fit for the division and the time it takes for the innovation process / Creating a new brand to the Coppertone company / Losing customers that do not understand the innovation / The organization gains recognition for the misting booth
Intellectual Property / All intellectual property developed by Coppertone is owned by Coppertone / There may be limitation to the design due to the Coppertone company influence / The division creates new ideas that will enhance the brand / There may be creative ideas shared with competitors / The creativity and ideas will flourish to create the most successful misting booths
Leadership / Coppertone has a strong and loyal team of leaders / The new division will have new leaders learning how to manage the team / To create new leaders in the industry / Leaders move to competing industries / Leaders will evolve to lead the industry of misting booths