Swot Analysis Of Tsantalis

2.3 SWOT Analysis

Companies must study the total area of the strengths, weaknesses, opportunities and threats in a market (SWOT analysis) and to gather data on the overall picture of the environment in order to succeed in the industry (Jobber & Ellis-Chadwick, 2012, p.32).

Strengths:

• Resources and competences

• Consistency in payment and cooperation issues

• Vision and mission

• Excellent quality of the final product

Weaknesses:

• Negative effects from financial market trends

Opportunities:

• Dynamic promotion and advertising

• Expansion to the Balkan markets

Threats:

• Entry of new players in the industry

• Financial crisis - focus on the product’s price

• Strengthening of the Multistores

3.0 Segmentation Targeting Position

A company

As stated by Porter (1996, p. 24), small customers are the basis of competitiveness, however large customers can bring about profitability. This should be the strategy for Tsantalis SA (Porter, 1980, p.24-28).

Target Market II: This includes ordinary consumers, where through outlets which are allowed to promote the company’s products, focus on the broad consumer market. Tsantalis SA can work with large and well-known chains such as Carrefour, to broaden their reputation. Our suggestion regarding this company is based on the need of the company to focus on the broad consumer

It is very difficult for a company to become a cost leader in the market, because the cost of production and operation has no major differences between the companies. However, the biggest companies in the industry have managed to reduce their costs compared to those of their smaller competitors, but still without managing to become cost leaders. Therefore the company, like other companies, pursues a differentiation strategy so as to become a more effective competitor in the Greek market. Tsantalis SA provides products which are known for their uniqueness and are readily accepted by the consumers thanks to the good reputation of the company. The company mainly uses the differentiation strategy to be competitive in the market and therefore introduces products that are unique in terms of quality in order to increase its market share and gain a competitive advantage (Johnson and Scholes, 1999).

Despite the fact that the competition in the industry is high, the company has managed to retain its competitive advantage through continuous innovation in products and patented production of wines. Therefore it is difficult to be copied by other companies because it is unique (Papadakis, 2002,