1 COMPANY OVERVIEW1.1. SWOT AnalysisSWOT analysis is a tool for identifying the strengths, weaknesses, opportunities and threats of a particular business. Strengths and weaknesses are internal factors that create or destroy value. Opportunities and threats are external factors that a business cannot control. It is a representation of the situation of a product or service in the market. (4)The purpose of the analysis is to consider in the strategy, both internal and external factors, maximizing the potential of strengths and opportunities and minimizing the impact of weaknesses and threats. The SWOT analysis identifies strategic areas to develop. It can be used to verify that the strategy has implemented a satisfactory response to the situation described by the analysis. (4) INTERNAL ANALYSIS STRENGTHS - Skagen Design frequently releases new designs and updates, keeping current customers interested in their products and attracting new customers with new designs. - Skagen's rapid growth rate, the company has been listed as one of the fastest growing companies in the world. United States by publications such as Inc. Magazine.-Skagen Design watches have relatively high product recognition with their watches launched in popular magazines such as Vogue, sponsorship of popular television shows such as Ally McBeal and l use of outdoor advertising such as billboards.-Diversification into fashion accessories: handbags, jewelry, sunglasses. WEAKNESSES – The limited range of products produced by Skagen Design limits the revenue and profits the company can make. - With watches only available in Europe and North America, Skagen's design lacks the global reach of most of its competitors. - Skagen Design is only a small company compared to its competitors with...... middle of paper ......e from: .[3] Euromoney Institutional Investor PLC. Country risk regarding Eurocurrency. 2014. Available from: .[4] European Commission. SWOT analysis. European Commission: 2014. Available on: .[5] FranExcel. Advantages and disadvantages of franchising. 2014. Available from: .[6] HOLLENSEN, S. Global Marketing. Harlow: Pearson Education Limited, 2014. 6th edition. 792 pp. ISBN978-0-273-77316-0.[7] HOLLENSEN, S. Global Marketing: A decision-oriented approach. Harlow: Pearson Education Limited, 2011. 5th edition. ISBN 9780273726227.[8] Skagen Denmark. Skagen Denmark. 2014. Available from: .