SWOT Analysis

Sam Solary Paul Parkerson friends

since childhood, they were always seen
together and shared their passion for the
music and fashion, and they didn't like it
lots of studying.
They dedicated many hours to music and
they achieved great success in little time
time. Their desire to contribute more to the
society, influence its habits and define
a personal lifestyle, led them to
consider the idea of creating a
sunglasses company.

Why a sunglasses company?

Sam and Paul were great trend followers and believed that in the market
there were no glasses with original designs for men/women at prices
affordable and of quality.
Sunglasses are an increasingly popular accessory: you can have more than one pair and the
they buy from teenagers to older people.

How to start?

Sam's father worked in the credit department at the supermarket chain.

SuperHashing (the most important of Capali) and upon hearing the idea of the young people, he supported them with
great interest, in the end it would be his son who would fulfill his desire to create his own business.
However, he warned them that running a business requires certain knowledge.
economic, financial, and legal, among others, that they did not have. He could provide them
to advise, but he recommended that they take a specialization course at the School
the Silvergreat Management, if they were in charge of the company, must have had
business knowledge and capabilities if they wanted the business
had success.

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After listening to the gentleman's recommendation

Solar, Sam, and Paul were analyzing the
courses that were offered at the School of
Silvergreat Management became interested in
the Accounting and Finance course and because of it
of Communication and Marketing.

They decided that Paul would do the Accounting.

and Finance and Sam from Communication and
Marketing.

Their dedication to music left them little time for studies, and the young people
they didn't want to wait until the end of the course to embark on this new adventure. On February 4th
In 2019, Sam and Paul registered their brand SunnyDay and created their company as
Cooperative Society, following the instructions of Mr. Solar.

Mr. Solar left them the garage to use it.

they will use it as an office/storage and they counted
also with the help of Alana, Paul's cousin
I was studying design at the Higher School of
Design and had just won the award for
Innovative Talent; by John, the brother
little Sam, who had just started his
business studies and that was offered to
to assist them with administrative and management tasks.
David, a neighborhood friend, expert in
website creation.
Once the company was created, they search
had to
distributors y suppliers what
they will guarantee quality and that they will not sink the
income statement.

After evaluating different providers, they established a single contract with one.
Chinese company formalized a contract with a factory in the neighboring county.
for the production of the glasses, even though they do not have very extensive facilities
modern, met the delivery deadlines. They made the shipments with the company
place in Hashington HMD.

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ACTIVITIES PROGRAM – SWOT Analysis

The fame of Samles helped to obtain

some advantages in communication and
promotion of the glasses.

To all the events that Sam attended and

Paul, they were promoting their new ones.
glasses, but they didn't have any
defined communication strategy.

Manage SunnyDay

The first few months were very difficult, the

Discussions between Sam and Paul were constant.
There was no budget assigned, and to Sam
They didn't like Paul telling them what and how.
spend the money. Sam wanted his glasses to be
synonym of style, innovation and quality. Its last
The idea was to incorporate a virtual fitting room into their website.

for consumers to 'try on' the

glasses before buying them.
Alana also proposed to create an 'eco' line: some foreign brands
they were starting to work with recycled products and they were getting very good
results.
Paul felt overwhelmed by the accounting and did not agree very much with the
tax regulations that had to be followed: the profit they obtained was lower than
expected.

The competition

Shortly after, Astro Rivera, a well-known athlete, launched

a new brand of sunglasses, ASTRONOMIC, that
it was very well received, especially among young people aged 18
25 years old. This is further compounded by the growth of the
imitations: Paul's sister found an imitation in
a store in the mall at 50% off.

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PROGRAM OF ACTIVITIES – SWOT Analysis

Change in management

Even with the difficulties, things were improving and more and more were
orders received, however, something in the relationship of the young had broken,
The trust was no longer blind.
After the first 2 years, the most difficult ones without a doubt, Paul informed
Sam was leaving the company. His dedication was taking time away from the
music and had realized that what he really wanted was to dedicate himself to
complete her and not lose Sam as a friend.

Sam was saddened to learn that Paul was leaving this.

project, something that the two friends had
built together, but deep down I knew it was the
better for Sunny Day and for their relationship. With the
Paul's departure, Sam was clear that it was the moment
to conduct a deep internal analysis,
define a strategy and a team
professional who advises you.

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ACTIVITY PROGRAM - SWOT Analysis

The following are the exercises that students must solve in the
simulator based on the previous information.

2.1. Indicate whether the statements are true or false. In an analysis

DAFO...

Factors Solution
Weaknesses are inherent to the organization. True
The level of competition can represent an opportunity or a threat for
True
my company
Opportunities are internal factors within the organization. False
The offensive strategy combines threats and weaknesses False
A good strategy can turn threats into strengths False
The SWOT analysis can be conducted for just one department of the company. True

2.2 In the following exercise of each of the parts of the SWOT analysis,
select the corresponding ones.
1. Select the strengths of SunnyDay

They are the strengths of SunnyDay... Select

Online sales reach a larger number of customers.
Good value for money.
Development of new technologies that allow the buyer to 'try on'
the glasses before buying them
Innovative design.
Rapid growth of online shopping.
Reputation/recognition of the partners.
Absence of substitute products.

2. Select the weaknesses of SunnyDay

SunnyDay's weaknesses... Select

Little advertising presence.
Poorly prepared personnel.
There is no fixed budget.
Logistics company does not always meet delivery times.
They depend on a single raw material supplier.
Not very modern factory.
Strong competition.

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3. Select the opportunities of SunnyDay

They are opportunities from SunnyDay... Select

Rapid growth of online shopping.
A person can have several pairs of glasses.
Good value for money.
Innovative design.
Development of new technologies that allow the buyer to 'try on'
the glasses before buying them
Online sales reach a larger number of customers.
The target audience spans all ages from 16 years old.
Absence of substitute products.
Trend for products made from recycled materials:
eco products.
Reputation/recognition of partners.

4. Select the threats of SunnyDay

They are threats from SunnyDay... Select

Little advertising presence.
Slightly unprepared staff.
There is no fixed budget.
Change in fashion trends: what is liked now may not be
short-term taste.
They depend on a single raw material supplier.
Difficult control of the imitations.
Strong competition.