SWOT analysis is the business strategy model which helps the company understand their own capability and analyse the uncontrollable factors which effect to the company globalization (Pettinger, 2004). According to Wilkinson et al 2013 state that SWOT analysis consists of Strength, Weakness, Opportunity and Threat and the company has to manage their own strengths to attain benefit from opportunities, diminish threats, and reduce weakness. Moreover, the company situation should be analyse by the appropriate model which is the SWOT analysis and it is being use to identify the key factors that develop the marketing mix strategy (Allen 1999).