STRENGTHS
Gunwharf Quays is home to 95 designer outlets, 30 cosmopolitan bars & restaurants, and numerous entertainment venues. Its diversity attracts people to the location for various reasons and does not depend purely on retail footfall alone. Landscaped in a historic setting, with the famous Dockyard and Old Portsmouth just short walk away, Gunwharf Quay is steeped in nautical history, making it an ideal location to a brand such as Quba Sails. Gunwharf Quays offers a year round programme of events and is hugely involved in various world famous Sailing events attracting large numbers of visitors throughout the year. For example Cowes Week brings 8,500 competitors as well as 100,000 spectators. Sailing being the main target market of Quba Sails, this is an excellent location opportunity Quba Sails offer a unique product to the area and to Gunwharf Quay. Customers have the opportunity to design and personalise their purchase. The options are endless; Letters and numbers in various colours, embroidery patches made from either the sailcloth or the waterproof fabric. Insignia Cloth or your logo can be put onto products, A helpful team is always available to discuss the many options. The use of recycled sails that would otherwise be disposed of into landfill demonstrates an environmental awareness not strongly evident in this location but vitally important to preserve the natural resources utilised by those involved in Sailing. Quba Sails also proudly produces all its products in the UK.

WEAKNESSES

As Sailing is primarily a Summer based activity the winter period could result in a drop in footfall and sales within the industry. By maintaining focus and good judgement, concentrating on management of KPI's and offering extraordinary customer service the impact of this quiet period can be minimal. In addition by frequently updating store displays it will generate interest and by offering a pristine sales environment, that is easily navigated the only thing customers have to concentrate on is the quality of the product and its presentation Quba Sails being a relatively new face to the area may have a lack of product awareness amongst prospective consumers This can easily be overcome by ensuring employees can offer consistent up to date knowledge of products and company history. By offering customers personal selling and displaying a GENUINE eagerness to assist with any purchase or inquiry will establish relationships that enhance the consumers experience forging trust and loyalty. Customers are then confident through their own personal experience that Quba Sails is dedicated to the customer, expanding Quba Sails reputation through the most effective form of marketing, word of mouth

OPPORTUNITIES
Product development offers many opportunities. like it or not, consumers that wear the product do not always buy it to participate in sport. Some would argue that in youth culture especially, it can develop into a fashion brand. This creates its own opportunities, as well as an expansion into other areas such as home furnishing Enhancement of public relations with involvement in sponsorship and local events such as The Sea Cadets Festival. Creating positive public relations and valuable coverage in turn influencing consumer perception and decision making.

THREATS
As the retail sector is becoming price competitive and Gunwharf Quays offers a large number of retail outlets consumers tend to shop around for a better deal. As Quba Sails offer a unique product, contemporary yet timeless and easily personalised it has an advantage over its competitors. As well as staying one step ahead with unprecedented customer service and maintaining an organised , well laid out and comfortable environment to give more satisfaction to the customer. For example I personally have left a main competitors store empty handed due to the claustrophobic chaotic feel I have experienced whilst in store on more than one occasion.

Quba Sails can also developed a strong local and international presence, building A increasing tendency for consumers to shop online. global brand recognition with The physical and online stores I believe reach two very diverse crowds. involvement in international sailing The physical store provides a tangible place that customers can relate to events such copies print this and enjoy a positive experience whilst making their purchase, whilst the Buy SmartDraw!- purchased as The Ondeck Atlantic Challenge, sponsored by the Portsmouth online market is more popular with those that don't enjoy shopping but document without a watermark . annually from Historic Dockyard and run have heard great things of Quba Sails through word of mouth and would Gunwharf Quays Visit www.smartdraw.com or call 1-800-768-3729. like to expand their product knowledge and make a purchase in the privacy of their own home