They should access these aspects and work towards converting their weaknesses into strengths and their threats into opportunities. This will make APK Projects build a stronger company. The following is a SWOT analysis of APK Projects: Strengths: • Arthur Peter King is the brand image of APK Projects although he does have skilled plumbers and staff members who represent the brand; he is the main brand image of APK Projects. Arthur King transfers as a positive branding icon to his staff members. • The factor that APK Projects bases their appeal to their consumer’s is their excellent quality service.