Strengths Market dominance in home video rental Dense geographic coverage Strong brand Balance franchised Providing up-to-date and quality movies Simple management system Weaknesses Depending on the physical stores Late entry into the online video rental platform Poor management system Customer satisfaction reduction by applying late fees Increasing in levels of stockouts Low investor confidence Opportunities Developing an online video rental platform Utilizing existing TES DLII'C ES Improvement in customer service Trying corporate with giant movie studios Attracting customers by reducing rental costs and eliminating late fees Target different audience Threats Many competitors such as Netflix Environmental regulations and taxes Change in customer's tastes and preferences The evolution of the 3D implementation in cinemas Customers can watch and download movies easily over the Internet The development of cable TV and satellite TV