Travelware SWOT Analysis

SWOT Analysis – A structured evaluation of internal strengths and
weaknesses and external opportunities and threats that can help or
hurt a brand.

It is crucial to create such an analysis, as it will serve as the bases for
setting the objectives, strategies, and tactics for our Integrated
Marketing Communication campaign.
Brand: Briggs & Riley
Analysis Sources: First hand retail experience, street surveys,
Internet research (reviews, chat rooms, blogs), retail luggage
salespeople

STRENGTHS:
- Look forward to repairing luggage because it provides them with
real world feedback to correct past mistakes.
- “Simple as that” Warranty
- Retail salespeople are very knowledgeable about the product –
it’s benefits, features, heritage, pricing…etc.
- Brand is trusted by: luggage retailers, online reviewers, and past
customers.
- Luggage Design; Expandable zipper, pockets, storage, easy
access, good size, compatible lines
- Luggage Quality; Durable, made from quality materials, long
lasting.
- Website; Easy to navigate, informative, professional look, SEO
friendly.
- Products are able to be purchased with relative ease; online and
in most luggage retail stores.
- Large amounts of good publicity (especially online).
- Segmentation of product line; Baseline, Transcend, @ Work, and
Verb.
- 2002 acquisition of B&R by United States Luggage, a dominant,
well-run and established luggage company.
- Good and responsive customer service.
- Strong brand loyalty.
- Customers like the company and enjoy doing business with
them.

WEAKNESSES:
- High price.
- Low brand awareness by customers/potential customers.
- Low top-of-mind awareness.
- Target market is narrow & specific; generally those with higher
income, traveling much, whom do research on the internet, and
are willing to pay the high price
- Minor blemishes; crooked seam, stray threads…etc.
- Heavy weight (some products).
- Repair shop accessibility is not available everywhere.
- Aesthetic look of bags; many do not look expensive for their
steep price.
- Low awareness of the “simple as that” warranty.

OPPORTUNITES:
- Increase overall brand awareness.
- Increase top-of-mind awareness.
- Differentiate the B&R brand by emphasizing the “simple as that”
warranty
- Leverage the large amounts of positive public relations B&R
continues to receive from customers & consumer researchers.
- Advertise to target market.
- Create promotional sale campaigns to increase sales.
- More innovative designs.
- Word-of-mouth marketing/referrals.
- Increase promotion of “Outlet Center” on B&R website.
- Bigger presence in the international market.
- Create a less expensive sub-brand.

THREATS:
- Established competitive brands; Delsey, TravelPro, Victorinox
- Low-priced comparable products.
- Slumping economy means less people are traveling to cut costs
and save more money.
- Low consumer confidence equals a decrease in sales.
- Salespeople are not well informed about B&R products; giving
wrong information, or treating customer poorly.
- Production costs rising.
- Repair costs rising.
- Luggage retail stores which distribute B&R products closing or
shutting down.