SWOT Analysis

Threat

Local leisure centre has started offering "Zumba" classes three times a week.

Strength

Located on main road through the town.

Opportunity

New TV dance shows increases participation in dance classes. e.g. Strictly Come Dancing

Strength

No direct competition in the town ie no other dance schools

Opportunity

Large car park at back has planning permission for expanision to Dance Studio.

Threat

Local Leisure centre offers ballroom dance class every Wednesday afternoon.

Weakness

Over reliant on one major customer - the local council.

Strength

Owners are former dance champions

Weakness

Popularity of classes increases with the start of each new dance series on TV but numbers decline quickly - the Studio can not keep new customers.

Weakness

Seasonality of business

Weakness

The owners, Andre and Christina may not be offereing classess that customers actually want.

Opportunity

To expand into different types of dance classes.

Threat

Town hall offers moderna and disco class for local children on a saturday morning.

Opportunity

Young population in town with disposable income so large potential target market