1. Comparison of Competitors Strengths which were not part of Zoots’ weakness in the original matrix i.e. revised additional Weaknesses (a) Early mover advantage as compared to Zoots – Since Zoots came in the sector much later as compared to its key competitor i.e. Martinizing, the late movers disadvantage played against Zoots. (b) Established brand and knowhow of the business – Martinizing had the requisite knowhow of the business and it would have been more logical for Zoots to tie up or recruit senior management from its competitor before starting on the business. (c) In-depth experience of business nuances like high employee turnover etc which Zoots learnt the hard way – as mentioned above, Zoots learnt the hard way about business nuisances like lack of standardization and high employee turnover.