Swot Analysis on Toms

SWOT Analysis: TOMS

Strengths * TOMS founded the one for one mission, which makes consumers interested in the product and encourages them to buy the product. * It has established its credibility by providing non-profit organizations with TOMS shoes to be given to children and families that cannot afford to buy shoes. * TOMS already has an established presence in social media platforms such as Twitter, Facebook, YouTube, LinkedIn, Flickr and micro blogs. TOMS uses social media to both listen to and interact with its supporters and has active profiles on all of these platforms and provides interesting content, with real people, enthusiasm and stories about what TOMS does and how its shoes are helping all over the world. * The price of TOMS shoes is also very affordable compare to its competitors such as Vans, Convers, Birkenstock, and Rocket Dog.

Weaknesses * TOMS shoes has limited advertising, which leaves people unaware of the brand and the products it holds. TOMS has great potential to broaden their target market but because of lack of exposure it cannot maximize its use. * TOMS shoes has a very limited line. The styles of the products are every similar to one another. This weakness leaves the consumers unsatisfied because of the lack of options to buy from. * The brand is still new in the fashion industry, which makes people doubt the quality and comfort ability of the product. Consumers usually look for a more experienced brand especially when buying shoes for daily use. * TOMS shoes has a very small target market. This limits the companies’ income and minimizes the use of a potential brand.

Opportunities * TOMS shoes has the potential to become a bigger brand than it already is. Advertising can help widen the target consumer of the brand, which would lead to an increase in income. * The brand has a large potential market. Changing up some styles to cater to other age groups will make more people interested in the brand. * More and more people are active in social causes. People now a days prefer buying things that can benefit the society as well as themselves and because TOMS has the one for one slogan this is a big opportunity to attract people to their brand. * There are many non-profit organizations but TOMS is not one of them. This fact gives the brand an advantage because people buy from brands that help the environment.

Threats * Increase in product demand is a threat to the brand because if they cannot cater to the wants of the consumers then the consumers will turn to a different brand leaving TOMS with more competition. * The fashion industry already has many shoe brands, which means that there is more competition. * Consumers have different preferences. One major point in buying a product is its quality. Satisfying the consumers is the main concern of brands in today’s time. * Advertising is a major way to expose a new brand. Many shoe brands already have this exposure so going against such brands is a great challenge.