Strengths:
1. Musical Bloodline (Mother- Cissy Houston, Cousin- Dionne Warwick, God Mother- Aretha Franklin).
2. Early exposure to the music industry.
3. Powerful voice (1991 Super Bowl Whitney did her version of Star-Spangled Banner which became benchmark for all future performers).
4. Fans Loyalty.
Weaknesses:
1. Too Much, Too Soon.
2. Addictions.
3. Family turmoil and issues causes distractions.
4. Not staying competitive to new talents.
Opportunities:
1. Diversifying into acting in films.
2. Return to Gospel roots to enter a less competitive market.
3. Capitalize on her star power in order to find or manage new talents.
4. Use fame to create a new or join a talent search network show (American Idol, The Voice, America’s Got Talent,
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Family turmoil, lack of support.
2. Aging and weakened voice due to years of abuse and addiction.
3. Failure to adapt to new styles or stay relevant in Pop Music.
4. Not diversifying her product (memorabilia, television shows, endorsements).
SWOT Analysis
SWOT Matrix Key Points
Analyzing the SWOT matrix provides an insightful means to evaluate the current and future viability of the Whitney Houston brand, and a basis into developing specific strategies that lead to achieving the desired goals of the brand. The key points to be considered from the analysis are as follows:
• There is danger in accomplishing too much too soon.
Whitney Houston was exposed to the celebrity lifestyle early. As a business having too much money at too young an age can be dangerous and lead to reckless decisions. Early success can be enjoyed, as long as the majority of financial benefits are reinvested into keeping the brand alive.
• Invest in your talent.
Years of drug and alcohol abuse damaged Whitney Houston’s competitive advantage — her voice. Talent needs to be nurtured and invested into in order to keep that talent as long as possible. This will yield long term benefits.
• Diversifying can generate greater