SWOT Analysis
Strengths: Company G has three strengths in which to effectively market their new product, of which two strengths should be drawn upon and considered as core competencies. Because of the business longevity of Company G, the brand name and image is well-established and globally recognized by consumers of electronic products as well as the industry itself. The firm is also well known for their unique product design, aspects that have been incorporated into the new iron-steamer. These features of the product help to create the aesthetic appeal that Company G’s brand is known for. Because Company G places its product through a rigorous testing process, prior to a market launch, their products are well known within the industry of small appliance electronics as being reliable, durable and functional. The two strengths that Company G should use to promote their new product are their strong brand-image as well as the quality and durability of the new product. These two core strengths will help Company G launch their product more effectively and have a broader impact on consumers in the small electronic appliance category.

Weaknesses: While Company G has standard industry offerings regarding credit terms to intermediaries in the distribution channel, the firm should consider more aggressive credit terms with regard to the launch of this new product. More liberal credit terms will allow more distributors the opportunity to participate in the launch of Company G’s new products. While the firm currently has adequate space in its existing manufacturing location, it is evident that a quick positive response by consumers of the new product will require the firm to expand the existing square footage of the manufacturing plant in an effort to expand the overall space needed for increased production levels. The third weakness is in the area of human resources.