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Situational Analysis Of OSIM In Singapore (Singapore

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Part III - ANALYSIS OF OSIM (Singapore)
3.1 Situational Analysis

OSIM is the innovative and healthy lifestyle brand with more than 30 years of experience and it is No.1 preferred brand in Asia and has captured one third of the electronic massage chair market in Singapore. (Kenneth NG, 2014). OSIM focuses on its product development and marketing management and outsourcing of manufacturing activity to allow them to give more attention on the innovation and branding. Marketing and Branding made more customer awareness than innovations and technology in massage chair category and OSIM has been leading the market with its strategic marketing and branding capabilities in Asia. (Kenneth NG, 2014).
OSIM’s direct competitor OTO, the company listed in Hongkong and selling healthcare products having 9 retail outlets in Singapore uses pricing strategy in the market to compete with other bands. They have launched several products in Singapore and recently they launched a new massage chair called “Absolute “. (www.otobodycare.com)
OGAWA is one of the main competitors in the electronic Massage Chair Market having 12 retail outlets in Singapore. The origin is from Malaysia and leading player in the design, development and marketing health and wellness equipment in Malaysia with more variety of massage chairs than former. (www.ogawa.com)

3.2 S.W.O.T Analysis

3.2.1 STRENGTHS
Since OSIM originated in Singapore and the pioneer in home healthcare and the wellness product in the market, it

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