Strengths | Weaknesses |
· Global company · Almost 20 years of experience · Many times award-winning company | · Relationship with the consumers |
Opportunities | Threats |
· Expansion in the industry · Internet and communication technologies opportunities | · Economic downturn · More competition |
Strenghts
Identica has almost 20 years of experience and is known and respected in the global design industry. Its offices are established in Canada, the United States, the United Kingdom, in Moscow (Russia) and Shanghai (China). It is a successful, internationally recognized agency and has achieved a clearly identifiable positioning that clients value.
Weaknesses
It is also a multi-disciplined agency that reassembles a wide-range of professional with different cultural backgrounds. It works in partnership with other agencies of Cossette such as Dare, MCBD, Spike, etc. and share the «same collaborative spirit-based on mutual respect and clearly defined responsibilities. »
Since its creation Identica has worked in partnership with some of the most famous global brands such as Walt-Mart, Vodafone, Future shop, Nike, etc. but has also worked for small and medium local businesses. Identica’s experience and expertise allowed it to handle a wide range of challenges and made it the global agency that it is today.
Identica also made its reputation with the many awards that it won. It is strength for the company because they stand out as leaders and innovators in their field. Identica has been rewarded with over 12 Georgies and been nominated in categories such as Marketing campaign of the year.
Weaknesses
The relationship with the client in the design industry is one of the most important things to maintain. As Michael Peters once said: « Your brand is your connection with both potential and existing clients as well as your staff, and you neglect it at your peril. »
In 2008 Cossette which owns Identica struggled with the change in its relationship with a longstanding and important client. They had to adapt quickly but still felt the impact of that change.
Also, in a report published by the Design council, it was revealed that most of the UK design companies had short term relationships with their clients and that it was a problem. Despite its strengths, Identica needs to have deeper relationships with its clients and respond as much as possible to their needs.
Opportunities
The influence of internet and the constant evolution in the communication technologies are continuing to change the way we communicate, interact with eachother, and the way we consume goods and services, as well as ideas. The arrival of the Web 2.0, the social networks such as facebook, Twitter, my space and blogs led to an uncensored and uncontrollable exchange of thoughts and opinions. People are more informed and express their opinions in different ways. In 2009, there were 18.3 million households in the UK (70 per cent) that had Internet access. It is is an increase of 2 million households (11 per cent) over the last year. the communication. The whole world of communication and technologies is changing and Identica is adapting and reacting quickly to these changes. It is finding new ways to be creative and innovative.
In general, there is an expansion in the global design industry. In 2010, the Uk design industry has performed well through the recession with fees increasing, demand remaining strong and designers feeling optimistic. The design businesses are also increasing in Uk. Of course some industries have been struggling with the economic downturn but in general the UK industry increased of 15% since 2005. The design businesses are responding very well to the challenges of the industry and are prepared for the post-recession growth.
Threaths
