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Period One Strengths + Oakley's entrepreneurial style + Adecade of growth + Size (400 stores) + Ayoung, high-performing team + A major player in high-growth markets + The firm's reputation in the City + Employee loyalty and motivation + A proactive managerial culture ‘+ High levels of performance Opportunities + Scope for further growth both geographically and in emerging market sectors Period Tuo Strengths + The parent company's financial resources and performance Opportunities + Oakley's perception of the scope for improving quality and shifting the demographic focus + ‘The development of a new chain. + Store redesign Repositioning New overseas markets Customers’ expectations for new shopping experiences Weaknesses + 20 years of slow and unspectacular growth before Oakley's appointment. In certain circumstances Oakley's style might be a disadvantage + A possible lack of managerial experience? ‘Threats + General competitive threats + An attractive target for a takeover? Weaknesses + Scope for conflict between Oakley's management approach and that of the new parent + The risk aversive approach of the parent in a fast moving and growing market + Greater bureaucracy + Managerial frustration + Oakley's resignation + Loss of direction + The emergence of a new and seemingly desperate strategy + Reduced turnover + Firefighting (slashing of overheads) + Increasingly demoralized staff + Confused image + Loss of confidence + The loss of staff to competitors Threats + Areduced ability to capitalize upon short- term opportunities + Demographic changes and the decline of existing markets + A reputation for price rather than quality when research shows that quality is becoming more important + Astagnating UK market + The competitors’ recruitment of New Direction’s staff after Oakley's resignation + Competitive inroads (share slipping) + Loss of market leadership