SWOT analysis of Rimi International

Abstract

This report conducts a SWOT analysis of Rimi International Co. Ltd., a Japanese company specialising in exporting used vehicles and spare parts worldwide. It highlights the importance of assessing internal and external factors in today's competitive business environment. The report is based on a three-month marketing internship and aims to analyse Rimi International's competitive position in the automobile industry. Data was gathered from primary and secondary sources, with acknowledgement of potential limitations. Its objective is to assist Rimi International in strategic decision-making for sustained competitiveness in the global automobile industry. RIMI International, a major Japanese used car exporter, exhibits several strengths, including a dependable and dedicated workforce, strong ties with auction sites, a reputation for reliability, a focus on innovation, reasonable pricing with high-quality vehicles, and a robust monitoring system. However, it faces challenges, such as offering similar products in a mature market, limited market expansion, slow growth, and intense competition from industry giants like SBT and Be Forward. Opportunities lie in expanding into new markets, diversifying into related businesses, capitalising on the post-pandemic recovery, and enhancing customer retention. Potential threats include the dominance of strong competitors, economic downturns, and the possibility of natural calamities or accidents affecting shipments. To navigate these dynamics, Rimi must prioritise customer-focused strategies, market research, and adaptability in an ever-evolving industry. The internship experience at Rimi International provided valuable insights into the global used car export industry. The journey began with excitement and a welcoming work environment, offering opportunities to deepen knowledge about cars, engage with diverse customers, and bond with colleagues. The flexible work hours allowed for adaptability in facing challenges, contributing to a rewarding overall experience. In conclusion, the recommendations outlined aim to further enhance Rimi International's operations by focusing on stocking a wider variety of cars, improving cooperation between local and Japan offices, initiating training programs for new employees, and offering clear career growth opportunities. These strategies can help the company maintain a customer-centric approach, streamline internal processes, and cultivate a motivated workforce, ultimately ensuring sustainable growth and competitiveness in the market.