Hamilton has a rich history which is spread over the 75 years. Hamilton Laboratories is the manufacturer of wide range of products in the areas like sun care, skin therapy, skin active, oral care, nasal care etc. It is based out of Adelaide in Australia. The current Joint Managing director of the company is Michael Blake. The company has its roots from as long as 75 years and four people established it in the year 1932.thier brands categorized in 3 fields, sold through pharmacy, prescription only and available in pharmacy and grocery (Hamilton Laboratories, 2012).
During the 1980's, Hamilton had a collaboration with the Flinders University of the South Australia to find the phenomena of suppression of the human immune system. Across the globe, Hamilton is recognized as a brand which has a modern's science with the traditional values.
S.W.O.T. Analysis
S.W.O.T. Analysis Table
Strengths
Weaknesses
Its experience being in the field for almost three generations till now.
Its range of products in healthcare covering areas from sun care, strong brand names.
Small company with relatively good brand image, good reputation
Global organisation as currently exporting to 15 different countries
Have a broad category of product offerings
Locally made products, all Australian made
Robust processes in place as they need to be a serve a global market
Online availability to order wholesale to industry professionals and information
No availability of products in the direct consumer stores like supermarkets.
Sale of products only through branded pharmacies.
Brand's perception is dull and clinical opposed to it's competitors which have a fun and exciting element.
Lack of promotional activity
Lack of Brand awareness
Low content online, not comprehensive information provided to consumers
Website is very lifeless, poor design and images
Lack of social media and online presence
Product is poorly positioned on shelves in retail outlet
Package is dull opposed to competitors where packaging is visual stimulating
Opportunities
Threats
Increase distribution channels to supermarkets, high department stores and local boutiques and convenience stores, to increase brand reach
Conduct fun, engaging and memorable promotional activities for the brand awareness aspect
Redesign website with a fun up to date imaging and content, also with increased product information
Increase online presence via social media and affiliates.
Redesign packaging to be fun and environmentally friendly with high visual stimulation
Huge market potential of its products across the globe in countries they are not currently serving
Pharmacy training sessions across different courses throughout the country.
Strong market presence and brand awareness by existing competitors
High market share by competitors
Longevity of brand loyalty to competitors
Lack of distribution channels
Competitors dominate the online space
Competitors dominate the retail space as they have stronger in-store collateral
S.W.O.T. Activity Sheet
Threat of competitors can be reduced by always analysing the external environment thoroughly. Factors like the technological advancements followed by the competitors, new strategies adopted by them and their future plans should always be focused on. The strategies followed by the new entrants into the segment should ...