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Analysis of Super Junior's Strengths and Weaknesses

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Super Junior is a 13-year-old idol group with a lot of guaranteed strengths, which made them to be one of the most successful artists of South Korean.

Firstly, Super Junior is a group of 13 members with diversified talents who can update and adopt to the changing demands and tastes of the local and global environment. They are individual artist who are continuously working to enhance their multiple skills in entertainment industry by taking acting, singing, dance and foreign language class to communicate with international fans. With diverse abilities in different types of entertainment, Super Junior members can readily absorb local entertainment and identify their strength to fit into the gap of local artists; the large number of members (13 at their peak, 11 now) is also both strength and weakness.

Secondly, their flexibility of member number (sub-unit groups) allow different experiments in new markets (such as Super Junior M, Super Junior KRY, etc.) and new genre of music performance (ballad songs, dance R&B music or fascinating fierce performances, etc.).

Besides, instead of operated and managed with other artists under SM Entertainment (SMEnt), Super Junior has been promoted under SJ Label – a sub company of SMEnt – with separated investment, staff teams and activities since 2015, which brought them more chance to shine not only domestically but internationally. With the management of SJ Label, they do not have to compete with other artists within SMEnt to get investment and resources.

More than 10 years in the industry, they have elaborated themselves with relationship, reputation, experiences and power as well as experiences to attract new group of audiences and countries; good relationship within the entertainment market.

Moreover, the fact that all members are above teenagers could be their chance to be easier recognized among young and early debut boy bands especially for international taste of appearance. Now, their initial contracts, so-called “slave contracts”, were expired so that they are now pursuing their own desire rather than being forced to fill the tight schedule made by the firm.

Last but by no mean least, loyal fans and followers who have been supported them for a long time could be the intermediators to their friends, families or colleagues and not mentioning that they are growing up and have improved income so that these audiences shall be taken into account with special conditions; they have engaged fandom who are dedicated and devoted (like buying SMEnt stock to support their rights, buying billboard and advertising to help promote their album and concert, doing volunteers under Super Junior name)

Beside their strengths, they also have weakness, some of which are the common of South Korean artists, but the rest might be from their own problems. Language and culture barrier to enter new markets out of their traditional zones (China, Japan or South East Asia).

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