The purpose of this report is to understand the importance and application of SWOT analysis. The report carries out a SWOT Analysis of Yamada Denki Co., Ltd. The report finds that Yamada is the largest consumer electronics retailer in the Japan but has limited operations outside the domestic market other than China and Singapore. The report finds that the company’s main strength is its leadership position and wide reach to all corners of Japan. The main weaknesses include high level of debts and reliance on the domestic market. The main opportunities are presented by the possible structural change in the industry and positive outlook of the industry. It is however threatened by high rate of competition and regulations. The report also finds that the Japanese consumer electronic market, apart from being the largest in the world, is very competitive, but project to grow in future. The report proposes Yamada to market Neato BotVac D85 Performance Robot Vacuum Cleaner to the elderly, who are physical incapacitated. The product should be sold at introductory pricing and marketed through offline channels.