SWOT Analysis of OASIS Figure 1: SWOT analysis of OASIS. Strengths The key strengths of the OASIS fashion retailer are – Brand Awareness OASIS has outstanding brand awareness and quality image in the UK and rest of the world, which assists this brand to increase customer base along with profit margin; besides, the experience and efficient designers of OASIS always consider customers demand to design products by customers’ need to satisfy the customers. Technology and Brand Expansion The management team of this brand has started business expansion using financial capabilities and along with strong brand awareness and it has a business operation in more than 25 countries; however, online purchasing system, user-friendly e-commerce website, use of iPads in flagship store, computerized designing system, advance communication tools, and other machinery enhance business operation. Internal control The management team of OASIS follows the rules and regulations where it operates (especially obey the provisions of Companies Act 2006) though Article of Association and Memorandum included its controlling system to avoid mismanagement and internal conflicts among the directors; Customer relation According to the view of the customer of this brand, it always considers the feedback of the customer to develop new products and enhance the quality of the service; thus, the customer relationship management system one of the main key success factors of this brand; Product Line According to the OASIS, it also offers a wide product line for the customer, such as dresses (Bird and Butterfly Foil, Faux Leather Trim Shift, Soft Frill, Midnight Garden dress, Western print, Scuba Lace Print), tops & blouses, Trousers & shorts (Leggings, Jeggings, premium coated jeans, and colored cherry jeans), Occasionwear, knitwear, jumpsuits, and so on (OASIS Store, 2012). Weaknesses Major weak points are – Pricing strategy The pricing strategy of the company was not effective to target middle-class and lower-class customers; Operating costs However, operating costs of the company are too high due to comparatively greater budget for advertisement along with the promotion, high remuneration for the employees, and volatility of the price of raw materials like machinery, cotton, string, and other products; Opportunities There are many influential factors including – Easy to enter Most of the countries of the world are now a member of WTO, which open a new door for this company to expand its market in the developing countries to target poor people and become a market leader by increasing customer demand within a short period; however, it has already captured a significant market share in the UK market; Threats Some external factors are – Competitors Competitors like Coach Inc., The Body Shop, and other national and international companies are the main threats for OASIS; also, the choice of the customers or quickly changing fashion trends are threats for this brand Recessionary Impact The purchasing power of the customer decreased from 2008 due to the adverse effect of the global financial crisis and the purchasers would not like to expend money for the luxurious brand, and now they concentrate on the reduction of debt along with rising savings (IBIS World, 2012), like, the savings rate in the UK jumped from 2.9% to 5.4% within six years. Market Share and Company Performance Total                                     In the UK market               Intern