SWOT ANALYSIS
STRENGTHS
 The location of the store
 Well known branded
 Marketing strategic
 Up to date product
OPPORTUNITIES
 Developing market
 Trusted company
 Rebate for customers
 Staff Training
 Quality
WEAKNESS
 Parking space
 Compact area of the store
 Price
 Specific product
 Infrastructure
 Staff
THREATS
 Competitors in the market
 Taxation by government
 Price wars with
competitors
 Fake product in market
Strengths

The strengths of the Al-Ikhsan Tanah Merah is the location of the store. This
because the location is very strategic compare to others stores. The location is
located at the old town of the Tanah Merah. The store also is next to the Ariani and
Pizza huts store that is top branded. So, this will help customers to visit Al-Ikhsan
store.

Al-Ikhsan also have the strengths because the brand was well known among
the peoples. There are many Al-Ikhsan branches in the Malaysia. Next is the
marketing strategic that was used by the company is also the big strengths. The
strategic that was used for example is online, media, newspapers, radio and many
more. With the marketing, the company can improve their sales and profit.

Besides that, the product of the Al-Ikhsan is the up to date product according
to the trend of the fashion in Malysia. The product such as shoes, sandal, jersey, and
the balls always comes up with the new design and variety. So that the customers
can make their choices based on their taste.
Weakness

The biggest problem is the parking space that is small and not enough for the
customers. This is because the construction in front of the Al-Ikhsan Tanah Merah
that caused the traffic jammed and the customers do not have the enough parking
space especially during the Al-Ikhsan promotion and big sales. Automatically, this
will drop their sales.

Next, the compact store is the weakness of the Al-Ikhsan Tanah Merah. The
compact store will cause uncomfortable for customers. They cannot stay for a long
time to make choose because of the compact store. This will decrease the sale for the
al-ikhsan company and not achieve the hits target.

Al-Ikhsan store also have the low infrastructure such as the air-conditioner
and the lamp is not function very well that will make the customers feel not
comfortable. There also have no exit door or emergency door that provided in the
store as the safety for the customers and the staffs. The safety of the customers and
the staff is the top priority to the stores. The safety is important so that customers
will to come again and again to the store as their safety is guarantee.

The price also is the main weakness of the Al-Ikhsan store this because the
price of the product is too high and only certain people that able to buy the product.
Many customers of Al-Ikhsan store is from high class person and only the certain
people that can buy the product that offers by al-ikhsan stores.

The others weakness of Al-Ikhsan Tanah Merah is their staff members. Most
of the staff at the store is the new members. This is according to the staff that got the
new job and the staff that can’t adapt with the store environment. For examples the
working time that not flexible and not match with their lifestyle.
Opportunities

Al-Ikhsan company have big opportunities because there already known as

the trusted seller company. This will make the customer to buy the Al-Ikhsan
product without doubt especially through the website and online.

Al-Ikhsan also provides the rebate for their customer. The rebate was offer to
customer that make a purchase Rm150.00 and above. However, this will attract the
customer to make more purchase.

The other opportunities is staff training. Staff training programmes is very

important that can improve the staff confident level and get more knowledge to
achieve the target sales. By this programmes the staff will more interested with the
activities of the company Al-Ikhsan.

Next, the company of Al-Ikhsan Tanah Merah can improve their quality. The
quality of each product needs to be better than the others sport stores and can
compete with the competitors. The quality of those product needs to improve so that
the customer feel satisfied with their purchases.
Threats

The treats for the Al-Ikhsan Tanah Merah is the competitors in the market.
There are many stores that try to sell the sport product with the low price and
variety. They sell the same product with Al-Ikhsan product. Now we can see, many
stores that sell the sport product.

Next, the high taxation that imposed by government will affect the company
sales. This because the high tax will increase the price of the product and will
burden the customers. So, the customers may change the mind after the price of
product increase.

The black market is also the threats for the company because they sell the
fake product to the customer and they offer the low price that will attract the
customers. There are many fake products that offer by them and automatically will
affect the business of the company.