Independant choice Flicks 2.2 SWOT Analysis The following SWoT analysis captures the key strengths and weaknesses within the company and describes opportunities and threats that ICF faces 2.2.1 Strengths Strong relationships with distributors. Excellent staff who are well informed and customer attentive a centrally-located store front. An unmatched selection 2.2.2 Weaknesses The struggle to raise brand awareness A limited budget to acquire customers Not having the buying power that the giants have, increasing acquisition costs 2.2.3 Opportunities a growing rift in the market between artsy and commercial films and the corresponding The opportunity to decrease customer acquisition costs over time as more customers are acquired through referrals The ability to leverage the fact that the giants"ignore the majority of the alternative/intellectual population segment. 2.2.4 Threats Competition from the giants if they decide to change their course and address the alternative crowd a significant increase in movie theatre technology that makes the in-the-movie experience more difficult to replicate at home Increased popularity of independent and foreign films ensuring that the giants carry these titles2.2 SWOT Analysis The following SWOT analysis captures the key strengths and weaknesses within the company, and describes opportunities and threats that ICF faces. 2.2.1 Strengths • Strong relationships with distributors. • Excellent staff who are well informed and customer attentive. • A centrally-located store front. • An unmatched selection. 2.2.2 Weaknesses • The struggle to raise brand awareness. • A limited budget to acquire customers. • Not having the buying power that the giants have, increasing acquisition costs. 2.2.3 Opportunities • A growing rift in the market between artsy and commercial films and the corresponding viewers. • The opportunity to decrease customer acquisition costs over time as more customers are acquired through referrals. • The ability to leverage the fact that the "giants" ignore the majority of the alternative/intellectual population segment. 2.2.4 Threats • Competition from the giants if they decide to change their course and address the alternative crowd. • A significant increase in movie theatre technology that makes the in-the-movie experience more difficult to replicate at home. • Increased popularity of independent and foreign films, ensuring that the giants carry these titles. Independant Choice Flicks Page 5