SWOT Analysis Of The Green Directory Strengths: --The Green Directory (“GD”) allows unlimited access for all users and no fee is required. --The relevant information is available to all visitors. --GD recommends and presents only classified, selected and specialised companies --Website presentation is clearly structured and designed. --Provides ‘one-stop service’ website, as well as the leading ‘green’ guides within Australia. --Easy to find directory - GD provides direct links to its partners, sponsors and advertisers. -Wide range of services and products as well as topics has made the website easy for user to find anything related ‘Green’. Weaknesses: -- Unclear information on the support and recommendations by the Australian Government. -- GD is just facilitator which means that interested visitors have to contact the listed companies directly. --The benefits for advertising are not clearly shown in the website. --Online enquiry form is not available - Interested visitors in ‘green’ products and services have to contact the listed companies directly. -Certain information provided in the web page is not up to date. --Poor maintenance of the website as there are few missing links found in the website. --Limited information about local events, fairs and exhibitions. --No contact number or hotline number for customer enquiry Opportunities: --Increase the profile of GD by cooperation with nationwide and regional publishers (such as Yellow Pages, newspaper, magazine) as well as popular ‘green’ institutions. -It is a green awareness happening all over the world and it’s about social responsibility and ethic of environmental friendly. --Further enhance the website by placing more latest offers and products photos to attract more users. --Send frequent e-mail to users to keep them updated with the latest information. --Provide a hotline number to handle real-time customer call-in enquiry to improve the customer service --Provide hardcopy brochure when requested by user so as not only limit the usage to internet users only Threats: -People without internet access have not the opportunity to receive the requested information. --Unavailable/ inaccurate information to users due to the missing/ outdated contents might cause reputational risk to the GD. --Easy to copy by competitor to create new business/ competition. --Green products price usually higher than normal product that would cause very big investment to the users. Thus there is a challenge in convincing user to purchase without much attractive promotion/ offer. --Data security is not clarified and this might affects customer confidence.