Project Report from the year 2021 in the subject Business economics - Offline Marketing and Online Marketing, grade: 75, language: English, abstract: In this study, a situational factors analysis relates to the retail business of grooming products is conducted to clarify the customer, organisational, market and product (COMP) situational factors for Shaver Shop to assess its ability to satisfy customer needs. First, the study will explore Shaver Shop's current customers, organisation, market, and product characteristics. Then, a summary of strengths, weaknesses, opportunities and threats are summarised in a SWOT matrix. Shaver Shop is a specialised retailer for grooming products; it has many points of strength, such as excellent customer service, well-trained staff and the exclusiveness of some products. The company also has weaknesses, such as basic websites, the absence of a mobile application, poor logistics and delivery system and customer membership. However, it has opportunities if it successfully leverages the DIY trend, artificial intelligence and the overall economic recovery.