A SWOT (Strengths, Weaknesses, Opportunities, and Threats) is

a tool used to provide a general or detailed snapshot of a

company's health. Think of your SWOT as a tune-up that every
business needs periodically to diagnose and fix what’s a bit
worn, what’s on the verge of breaking down, or what’s already
broken and needs replacement--so that you can keep the
business humming—even better than it has in the past.

Why we use swot

In any business, it is imperative that the business be its own
worst critic. A SWOT analysis forces an objective analysis of a
company's position via its competitors and the marketplace.
Simultaneously, an effective SWOT analysis will help determine
in which areas a company is succeeding, allowing it to allocate
resources in such a way as to maintain any dominant positions it
may have. SWOT Analysis is a very effective way of identifying
your Strengths and Weaknesses, and of examining the
Opportunities and Threats you face. Carrying out an analysis
using the SWOT framework will help you to focus your
activities into areas where you are strong, and where the greatest
opportunities lie.
Why bother and use the swot
The economy stinks. So why take the time to bang your
company over the head doing a SWOT analysis when so much
is out of your control? No question that the current downturn is
impacting some businesses more traumatically than others and a
lot of disappointing business results can be blamed primarily on
the general economic climate. But look around. A high
percentage of U.S. businesses are surviving the pain, and many
are even thriving. Winners typically win not by sticking with
their past game plans--but rather by focusing on some new
thing(s) that are under their control.

During depressed economic times, there are still lots of

winners
Strength
- Maintains about 75% of market share
- Launched in 18 markets
- Give good customer care (money back guaranty)
- Leading brand
- Largest product ever launched by P&G,
- Category creator
- Promotion (trips, discount….)
- The image, reputation
- Alliance (partner product)
- Innovative
- Right products, quality and reliability
- Can serve from existing sites.
- Direct delivery capability.
- Product innovations ongoing.
- Have a diversified range of odor products.
- It is a very competitive product
- It is strong at marketing

Weaknesses
- Focus mainly on women
- Focus on advertizing and pay less attention on other field
- Missing opportunity: Refuses to manufacture private label
products for its retail customers
- Views Product Performance only
 - The company is global, but has a presence in relatively few
countries Worldwide

Opportunities
- offered a distinct point of difference versus Air Fresheners
- going for men
- area competition not fully covered
- expanding to new geographical are

Threats
- Extreme consumer skepticism
- Vulnerable to reactive attack by major competitors.
- Being number one means that you are the target of
competition, locally and globally
- High competition in Lebanon becoz of low cost brand