According to the existing material, to write a report to the Essay - 2

According to the existing material, to write a report to the management team to address the strategic issues facing the company as it embarks on expansion including international expansion - Essay Example The company is teaching martial arts to more than 300 primary and secondary schools and had a membership of more than 20000 people. Nippon UK having different brands such as Nippon UK Martial Arts, Nippon Retreats and Martial Arts Holiday, Nippon Uk Presents and Nippon Professional Development (Prestonmartialarts, 2012). Brand identity can be defined as the outer expression of a brand. Brand identity mainly includes trademark, name, visual appearnce and communication. In addition, brand identity helps in identifying a brand and distinguishing it from the other brands. Nippon UK Martial Arts offer their customers the opportunity to practise, learn and understand the martial art skill. The services provided are self defense, children and adult jujitsu, ladies and mixed kick boxing, little ninjas and judo (University of Texas, 2012). Hence the brand identity should reflect its dedication towards their target customer base. In accordance with the vision of Nippon UK martial arts following brand logo has been designed. Weaknesses – Nippon UK Martial Arts goes in a traditional way. The way they follow to teach the students is not fully advanced. So in this case any other school of martial art can take the advantage of using modern and technology based methods to operate. Hence the company has failed to set barriers of entry for new players. Opportunities – The biggest opportunity of the company lies in international expansion. Initially it can expand to the European Union countries. Apart from that the company also has the opportunity to make use of modern tools and techniques for training. Threats – The threat for Nippon UK martial arts comes in the form of intense rivalry within the industry. Training schools such as Freestyle Kickboxing, Red Dragon Martial Arts and Shinobi Kai Basingstoke offer stiff competition (Martialartsclubs, n.d.). The decresing popularity of martial arts can also be