1. Presentation and Discussion
SWOT Analysis
Presentation and Discussion
Charles Blankson, Ph.D., Department of Marketing

2. Charles Blankson, Ph.D., Department of Marketing
SWOT Analysis
Charles Blankson, Ph.D., Department of Marketing

3. Charles Blankson, Ph.D., Department of Marketing
Examples of Strengths
A strategy supported by good skills and expertise in key areas.
A strong financial position; ample financial resources to grow the business.
Strong brand name, image of company, reputation.
A widely recognized market leader and an attractive customer base.
Ability to take advantage of economies of scale/scope or learning and experience curve effects.
Proprietary technology/skills advantage, important patents.
Charles Blankson, Ph.D., Department of Marketing

4. Examples of Strengths contd.
Cost advantages.
Strong advertising/promotion.
Product innovation skills.
Proven skills in production/manufacturing.
A reputation for good customer service.
Well positioned company, better product quality relative to competitors.
Wide geographic coverage and distribution capabilities.
Alliances/joint ventures with other companies.
Skilled work force, harmonious work environment.
Charles Blankson, Ph.D., Department of Marketing

5. Examples of Weaknesses
No clear strategic direction.
Obsolete facilities/equipment/processes.
A weak balance sheet(poor financial capabilities), debt burdened.
Higher overall unit costs.
Missing some key skills or competencies/lack of management depth.
Poor sales/profits/growth.
Plagued with internal operating/manufacturing problems.
Charles Blankson, Ph.D., Department of Marketing

6. Examples of Weaknesses contd.
Falling behind in R&D.
Too narrow a product line.
Weak brand image/position/reputation.
Weaker dealer or distribution network.
Poor marketing skills.
Lots of underutilized plant capabilities.
Poor product quality.
Poor customer/market orientation.
Charles Blankson, Ph.D., Department of Marketing

7. Examples of Opportunities
Serving additional customer groups or expanding into new geographic markets or product segments.
Expanding the company’s product line to meet a broader range of customer needs.
Integrating forward or backward.
Falling trade barriers in attractive foreign markets.
Charles Blankson, Ph.D., Department of Marketing

8. Examples of Opportunities contd.
An identified gap/opening to take market share from competitors.
Ability to grow rapidly because of strong/increased market demand.
Acquisition of rival companies.
Alliances or joint ventures that expand the company’s market share and competitive advantages/capabilities.
Opening to exploit emerging technologies.
Market openings to extend the company’s brand name or reputation to new geographic areas.
Charles Blankson, Ph.D., Department of Marketing

9. Charles Blankson, Ph.D., Department of Marketing
Examples of Threats
Likely entry of potential new competitors.
Loss of sales/profits to substitute offerings.
Slowdowns in market growth.
Adverse shift in foreign exchange rates and trade policies of foreign governments.
Costly new regulatory requirements.
Vulnerability to recession and business cycle.
Growing bargaining power of customers or suppliers.
A shift in customer needs and tastes away from the main industry offerings.
Vulnerability to changes in the country’s macro economic environment.
Charles Blankson, Ph.D., Department of Marketing