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SWOT Analysis of Dove 1. A Brief Introduction of DOVE There are two meanings of its creative name. One of the meanings is “peace”. Leo Stefanos, the Greek-American founder of DOVE, after witnessing his son racing down the street after an ice cream truck, developed the DOVEBAR out of concern for his children’s safety. It took Leo several months to refine the recipe, naming the new treat after his south side candy shop, chosen for its “peace” quality. Besides, the word “DOVE” also represented “Do you love me?” It conveys the message of true love. Dove was created in 1956 by Leo Stefanos, The DOVE of ice cream bars were only sold locally in Chicago until 1985 when distribution began in selected cities around the country. In 1986, the company was acquired by Mars, Incorporated. 2008 The Dove brand introduced a first-in-category innovative new packing format for his premium tablet bar collection Dove chocolate enters into Chinese market in 1989.It become the leading brand in Chinese domestic market in 1995.From then on, “taste its strong atmosphere of milk , just like silk fly around you ” has become its classic advertising slogan. 2-1 strength 2-1-1 High market awareness Dove owns a good brand image and high market awareness with 35%market share and 80% publicity in China. Its main product, “Silky Smooth Milk” still a short-term product in the current wholesale market, with smooth entry into the secondary and thirdly cities, it has a huge contribution to the sale volume. 2-1-2 Made with 100% pure cocoa butter, DOVE Chocolate has an amazing scent, a glossy color and a rich taste, surpassing any other bars. Always silky smooth on the tongue with a complex flavor, each DOVE Chocolate product starts with only the best cacao beans. The perfect combination of chocolate liquor and cocoa butter, DOVE has a balanced taste that it is never too sweet or too bitter. 2-1-3 Product diversity Considering the consumers’ demand, DOVE has produced different