Comparing the factory "Rakhat" to its competitors, one can distinguish its strengths, weaknesses, opportunities and threats.

Strengths:
• Large variety of the product. Universal nature of the manufacture, its scale and own line of the cocoa beans processing enable the company to hold the broadest assortment of the confectioneries among the domestic manufacturers.
• High quality of products. Producing of some raw materials helps to keep the high quality standards of the confectionery.
• Long history of the brand and the brand awareness. “Rakhat” JSC is one of the largest manufacturers of confectioneries in the Kazakhstan with its history of 70 years.
• Distribution chain. Sales geography of the company covers whole Kazakhstan; also the company realizes the goods abroad.
• Supply of raw materials issues are resolved more professional.
• Good reputation among customers. The brand is called as National brand by the masses behind the scenes.
• Distributors and representatives abroad.
• The company works at full capacity.
• Stocks sold at KASE guarantees a financial stability of the firm and opportunities to operate.

Weaknesses:
• Less control. Production facilities are located on the two sites - in the Almaty and in the Shymkent.
• Average employee age is maturing
• Minimal management employees training
• Poor package design
• Poor advertising campaigns
• Low innovativeness in the product categories production
• Demand excesses the supply.
• Additional transportation costs (the presence of remote storage of raw materials);
• Conservative management (Old school)

Opportunities:
• Expansion into new markets or market segments;
• Stabilization of the economic situation in the country in general;
• Solvency of the population growth;
• Expansion of the production line;
• Customs Unities
• Governmental subsidies to the domestic producers