1. SWOT Analysis

2. 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?

3. 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

5. 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

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

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

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

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

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

11. 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?

12. 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?

13. 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?

14. 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?