How Can a New Brand Enter the U.S. Market: A SWOT Analysis of the Amor Dance Company

Abstract

Driven by the trend of DanceSport, Amor Dance wants to enter the North American market to sell its high-quality and well-designed professional/amateur dance shoes. In the current study, a Strength/Weakness/Opportunity and Threat analysis is adopted to analyze the customer and the current market. Based on the SWOT analysis, we will discuss the strengths and weaknesses, opportunities, and threats facing Amor Dance. According to the results, two strategies are proposed: (1)to use high price and quality to attract more professional dancers within the targeted consumers in the North American Market, and (2)to manufacture in China in order to reduce the cost.