Main section
Analysis
The first analysis which was made for the project is SWOT analysis (Figure 1). It gave us the opportunity to find out which strengths and weaknesses Coss Company has and which opportunities and threats it can face. Moreover, the SWOT helps to find the right way in planning our steps and future strategy. We found out that they have a lot of advantages which not all the companies could have. For example, the Coss Company is small so it can easily make good relationship with its customers. They also work on delivering the products swiftly and efficiently to the customers, which makes the company more reliable.
However, Coss Company has the same number of weaknesses which are also important to know. The online sales and marketing of the Coss are weak and also they have limited funds for advertisement and promotion. These weaknesses make Coss Company less competitive with the bigger companies such as L’Oréal or Wella.
The second analysis is TOWS (Figure 2) which is about combining the opportunities and threats with weaknesses and strengths.
After the TOWS analysis was done we
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As we have found the tables (Figure 5-9) from Sweden, Finland, Norway and Denmark (there was no information about Iceland) the most popular brand is L’Oréal. As the whole sales of L’Oréal are high we can suppose that the online sales are also high. In order to find and understand why their online sales are better we looked at their webpage and found out some simple things. For example, the webpage is informative and full of different advertisements. What is more, in our opinion it’s easy to use and you can always see all your steps during the process of buying the product. One more thing is that they are always able to answer customer questions and give a piece of advice or help to resolve technical