Market Share & Swot Analysis


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SWOT analysis and Marketing aspects of Serola Biomechanics, Inc.

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Market Share & Swot Analysis

  1. 1.  Rick’s Injury  Decision to go to school  Research into biomechanics  Serola Theory  Company Startup in Hawaii  Move to Illinois Serola Biomechanics, Inc. 2
  2. 2.  Sacroiliac Belt › Original Style › New Style  Gel Arc Elbow Brace  Sacrotrac  Inflatable Pelvic Blocks  Thoratrac Serola Biomechanics, Inc. 3
  3. 3.  Product Comparative Advantage › High Quality › Dr. Serola’s 20 year of research of biomechanics: “Serola Theory” › Re-designed the sacroiliac belt for better function.  Elastic SI belts  Non-elastic SI belts  Serola SI belt › Serola Challenge (Strength Test) › Developed a name brand over 17 years.  Product Improvement › Original Serola Belt -> New Serola Belt › Retooling › Aesthetic & Design › Multi Stage Testing  Efficiency Serola Biomechanics, Inc. 4
  4. 4.  Target › Health Professionals  Chiropractors  Physical Therapists › Distributors › Wholesalers/Retailers  Marketing › Magazine › Newspaper › Internet  Pay-Per-Click : Google Adwords, !Yahoo  Organic Search/SEO – Google, Google Alerts, Blogs  CraigsList, KiJiJi, Yahoo Answers, Inbound Linking  Sales Channel › Order by Phone › Order by FAX › Online:, Serola Biomechanics, Inc. 5
  5. 5. Strength Weakness - Serola is a retail brand. It has reputation for value for quality of its products. -Credit card processing is behind schedule. It creates problem when the order is placed after the credit card has - 20 years of experience in product research and been expired. development. Original SI belt renovated and known as NEW SI Belt. -Customers' emails have not been collected until recently. - Serola has grown substantially over recent years, and is experiencing a global expansion, markets such as in United Kingdom & Australia. - Skilled and Committed Team. People are key to Serola's business and it invests time and money in training people. - Targets specific market of supporting belt accessories -Well Positioned for expansion Serola Biomechanics, Inc. SWOT Analysis Opportunity Threat - Opportunity to sell to Government and Military Personnel - Being number one means that you are the target of - B2B: Selling to Industrial Market, Factories, Warehouse competition, locally and globally. - Opportunity to sell more to Physical Therapists, DC, MD, etc. -The cost of producing consumer products tends to have fallen because of lower manufacturing costs. Manufacturing - Engage in E-commerce. costs have fallen due to outsourcing to low-cost regions inf - Online Marketing (Google Adwords, Yahoo the world. Price competition is an intense competition Marketing, etc), - Copies of our original belt in US. Canada, and Europe - Search Engine Optimization. - Other SI Belts: Saunder’s, SI Loc Serola Biomechanics, Inc. 6
  6. 6.  Efficient Way to Reach International Customers  Advertising Media in Europe › Magazines › E-mail List › Inexpensive way of translation  Trade Shows › MEDICA (Germany)  Industry Associations  Online Advertising Serola Biomechanics, Inc. 7
  7. 7. Thank you Serola Biomechanics, Inc. 8