SWOT Analysis

The business plan I will be analyzing was created by the owners of Mahogany Western Wear, a retail clothing store located in Houston, Texas which will cater to the African-American cowboy community. The business plan was highly-detailed, and did a great job of explaining the purpose of starting a new business venture. “It explained the new company’s business model describing what kinds of product it will make and sell and why they will appeal to the intended customer base. It also outlined how the new venture will be able to compete successfully against their established competitors; and explained how the business owners intend to obtain, use, and organize the resources the company will need to make and sell these products”. (Jones, Introduction to Business, Pg 97)
In my review of Mahogany Western Wears business plan I was able to identify the businesses strengths, weaknesses, opportunities, and threats. This essay will outline my findings, identifying where the company stands based on the four key strategic areas of SWOT to determine what changes can be made to the business model to increase their strengths and reduce the weaknesses that could harm the company.
Mahogany Western Wear will be the only African-American western apparel store in the entire city of Houston. The owners have chosen a central location near the residences and social activities of their targeted audience, African-American cowboys and cowgirls. The location of the store is essential to the long-term success of the business, and is definitely a strong point. In addition to location the store will also offer women’s plus sizes as well as men’s big and tall sizes.
During the initial startup of the business Mahogany Western Wear will offer apparel, accessories, hats, and gifts, but will not offer cowboy boots. In an area like Houston not offering boots is a definite weakness for this business. Customers will...