SWOT Analysis. Practice What are your strengths in English? What are your weaknesses in English? What are your opportunities for practicing English? What.

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Presentation transcript:

SWOT Analysis

Practice What are your strengths in English? What are your weaknesses in English? What are your opportunities for practicing English? What stops you from getting better?

What is a SWOT analysis? first stage of planning helps marketers focus on key issues S = strengths W = weaknesses S + W = internal factors O = opportunities T = threats O + T = external factors

Why should I use it? Because it indicates…  something that will assist the firm in accomplishing its objectives  an obstacle that must be overcome or minimized to achieve desired results

Typical Items in a SWOT -- STRENGTHS Good market share Experience of top management Efficient manufacturing process Good brand image Good distribution channels

Typical Items in a SWOT -- WEAKNESSES Small market share High levels of debt Lack of modern technology Poor distribution channels

Typical Items in a SWOT -- OPPORTUNITIES Possible new markets Growing economy Developments in technology

Typical Items in a SWOT -- THREATS Slowdown in the economy Success of existing competitors New competitors Changing consumer tastes

Class Exercise SWOT Analysis for Coach Coach SWOT Analysis for Forever 21 Forever 21

S = STRENGTHS Advantages of proposition? Capabilities? Competitive advantages? USP's (unique selling points)? Resources, Assets, People? Experience, knowledge, data? Financial reserves, likely returns? Marketing - reach, distribution, awareness? Location and geographical? Price, value, quality? Accreditations, qualifications, certifications? Processes, systems, IT, communications? Cultural, attitudinal, behavioral? Philosophy and values? Innovative aspects?

W = WEAKNESSES Disadvantages of proposition? Gaps in capabilities? Lack of competitive strength? Reputation, presence and reach? Financials? Own known vulnerabilities? Timescales, deadlines and pressures? Cashflow, start-up cash- drain? Continuity, supply chain robustness? Effects on core activities, distraction? Reliability of data, plan predictability? Morale, commitment, leadership? Accreditations, etc? Processes and systems, etc? Management cover, succession?

O = OPPORTUNITIES Market developments? Competitors' vulnerabilities? Industry or lifestyle trends? Technology development and innovation? Global influences? New markets, vertical, horizontal? Niche target markets? Geographical, export, import? Tactics: eg, surprise, major contracts? Business and product development? Information and research? Partnerships, agencies, distribution? Volumes, production, economies? Seasonal, weather, fashion influences?

T = THREATS Political effects? Legislative effects? Environmental effects? IT developments? Competitor intentions - various? Market demand? New technologies, services, ideas? Vital contracts and partners? Sustaining internal capabilities? Obstacles faced? Insurmountable weaknesses? Loss of key staff? Sustainable financial backing? Economy - home, abroad? Seasonality, weather effects?