STRATEGIC MANAGEMENT

THE SWOT MATRIX

DEPARTMENT OF MANAGEMENT SCIENCES

LAHORE COLLEGE FOR WOMEN UNIVERSITY, LAHORE

The SWOT Matrix of Dove

Strengths-S
 Dove’s product design is
one of its best features.
 Dove sells its products in
more than 80 countries.
 Dove uses extraordinary
marketing and advertising
strategies.
Weaknesses-W
 Products are highly
priced.
 Targets only the upper
middle class women.
 Dove is more
concentrated towards big

Opportunities-O
 Expanding the target
market by targeting male
audience.
 Follow geographic
expansion to increase its
range.
Threats-T
 Increased competition.
 Government policies and
fluctuating economies can
affect global business.
 Popularity in small areas
pose a challenge.
 Uses realistic
commercializing.
SO Strategies
 Dove sells its product in
more than 80 countries
but it mainly targets
female audience. It can
become more profitable
by seizing the male
audience as well.
 Dove can use its product
design and exemplary
marketing and advertising
expertise to capture
further geographic area
for its product.
ST Strategies
 Dove can make its
product design more
innovative and use its
exceptional marketing
strategies to remain the
center of attention for the
customer to tackle
competition.
 Dove utilizes realistic
commercializing meaning
cities.
 Does not cater to the
price-conscious market.
WO Strategies
 Dove only targets the
upper middle class
women leaving a large
number of audience
unattended. It can
increase its profits if it
targets the lower middle
class women and the male
audience.
 Focusing only on big
cities isolates the women
in other areas so Dove
should start expanding to
smaller areas as well to
cater the needs of women
in those areas.
WT Strategies
 Dove can offer discounts
on its products so price-
conscious people are also
able to afford it. Due to
increased competition,
other brands might lower
their price to force the
customer to switch labels.
This will lessen the
company’s profits.
that it does not use
celebrities in its ads. This
can be helpful while
marketing in small areas
because people will see
regular people in ads and
they will feel connected
and related to the product.
This will make them more
inclined to buy Dove
products.
 Dove should make small
sized products that use
less materials so price
can become a little low
and market that product in
small areas by showing
them that this product has
been developed especially
for them. This will spark
an interest among the
people and they will be
more drawn to it.