For my end of term paper I am going to persuade the owners of Mexicali Blues to spend time marketing the company as a lifestyle brand in order to connect to the millennials. The Store imports from all around the world and it would be beneficial to show off the lifestyle they promote and their fair buying practices. The change in marketing strategy would expand their market and allow for growth amongst the next up and coming generation, the millennials.
Strengths: Great selection of products. Well known for quality, price, salesmanship, unique goods, and responsible buying practices
Weaknesses: Well known in mostly Maine. Does not have a huge presence anywhere else, even with a growing online business.
Opportunities: Lots of opportunity for expansion. Reaching a younger audience
Threats: Getting too big could change the dynamic of the business and take away from the small business feel.