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9. STRENGTHS
• Old brand with good production
• „L‘oreal“ company behind „Kiehl‘s“ brand
• Natural ingridients
• Samples of products
WEAKNESSES
• Low brand awareness in Eastern Europe
• Natural components are also used by other
companies
• High price of products
• Unattractive advertising for older customers
OPPORTUNITIES
• Growing market in Eastern Europe
• Baltic countries could be good for reaching
Russian consumers
• Growing average income in Eastern Europe
THREATS
• Good known competitors
• Prices could be too high for consumers
• High investments needed

10. STRENGTHS
• Ocean water is used for production
• Number one brand worldwide
• Understandable price policy
• Experience of 50 years in cosmetics industry
WEAKNESSES
• Price of products is still high
• Quite hard to get products in some countries
• Small ammount of advertisement is used by
retailers
OPPORTUNITIES
• Sales points expanding
• Sampling policy to attract new customers
• E-Shop could help to get products for Eastern
European customers
THREATS
• New competitors in the market (such as
„Kiehl‘s“)
• Big water pollution could increase product
prices

11. STRENGTHS
• 100% alergy free cosmetics
• 30 years of experience
• Strong position of usage in Eastern Europe
WEAKNESSES
• Packaging is not attractive
• Very high prices
• Large ammount of profit is spended on R&D
OPPORTUNITIES
• Big chances to raise profit
THREATS
• Not a lot of people with high income in
Eastern Europe
• A lot of cheaper brands in the market
• Small amount of retailer shops

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