© 2012 Pearson Education, Inc. publishing Prentice Hall. Note 25 SWOT Analysis

© 2012 Pearson Education, Inc. publishing Prentice Hall. Figure Note SWOT Analysis Identifying Strengths and Weaknesses 2

© 2012 Pearson Education, Inc. publishing Prentice Hall. Customer Assessment  External forces represent opportunities or threats because of the changes they produce in the way customers meet or can possibly meet a need  Considering and continuously reconsidering customer assessment and segmentation is essential to identifying opportunities and threats 3

© 2012 Pearson Education, Inc. publishing Prentice Hall. Segment Changes  Market segments are never static  Segments grow, shrink, and change their buying habits, preferences, and buying criterion  Segments can split into subsegments or can merge or combine into a single, larger segments 4

© 2012 Pearson Education, Inc. publishing Prentice Hall. Environmental Scanning  Wherever an opportunity or threat arises, monitoring the environment is essential to feed understandings of changes, trends, and events to SWOT analyses 5

© 2012 Pearson Education, Inc. publishing Prentice Hall. Figure Note Strategic Implications of SWOT Analysis 6

© 2012 Pearson Education, Inc. publishing Prentice Hall. Conducting a SWOT Analysis  Assess the firm’s competitive advantages  Study the environment for opportunities and threats  Identify strategic alternatives and imperatives from the “fit” or match between the strengths and weaknesses and the opportunities and threats  Prioritize, plan, and act 7

© 2012 Pearson Education, Inc. publishing Prentice Hall. Figure Note Strengths, Weaknesses, Opportunities and Threats Feed into the Matrix 8

© 2012 Pearson Education, Inc. publishing Prentice Hall. Figure Note Strengths and Weaknesses, Opportunities and Threats Drive Strategies 9

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