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Introduction Sue Koenig a nationally ranked runner faces some difficult decisions ahead Her business Runners World has made a very good return on investment in the last ten years but has recently seen sales flatten out for several reasons Changes in consumer taste choices expectations life style and increased competition have slowed the growth of a once thriving business The paper will review the options Sue has and make recommendations for changes in her business This can best be done in identifying and analyzing the Strengths Weaknesses Opportunities and Threats SWOT of the current business aspects Fundamentally Sue must evaluate whether the company is strong enough to withstand changes in product and procedures There is still a large enough market locally for a change This SWOT analysis will also help determine future market strategy Strengths Branded product Knowledge of runners needs Return customers Capital The business must first look internally at its own strength Its primary strength is being a major authorized Nike dealer Nike is a brand product and known worldwide by their swoosh logo and quality product it takes little effort to promote the product Nor does it require a large expense to advertise Nike as product reputation does that function An additional strength is Sue herself being a nationally ranked runner herself validates her endorsement of the companies product line In past ten years she has built a loyal customer base primarily of serious runners and continues to net a reasonable profit and has sufficient operating capital to make some modifications where considered necessary Finally Sue has the foresight of being a successful woman to plan for her companys future Weaknesses Single branded product Reduction of target market Consumer changes Training As consumers tastes have changed Sue knows the time is right to minimize her business weakness as much as possible Because she is devoted to running and feels that she has something special to offer she hope that
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