Swot analysis of marketing

Raviranjan Mishra
Raviranjan MishraFresher à student
SWOT Analysis
SWOT Analysis
 A scan of the internal and the external environment
is an important part of strategic planning process.
 SWOT Analysis is an important tool which helps a
person/ institution identify, in a systematic way, its
internal strengths and weaknesses
 Helps match its strengths/ weakness with
Opportunities / Threats
ENVIRONMENTAL SCAN
INTERNAL ANALYSIS EXTERNAL ANALYSIS
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
STRENGTHS
 They are resources and capabilities that can be
used as a basis to develop a competitive advantage
 It is something that the company does well or a
characteristic that enhances its competitiveness
Strengths
 Valuable competencies or know how
 Valuable physical assets
 Valuable human assets
 Valuable organizational assets
 Valuable intangible assets
 Important competitive capabilities
 Alliances with capable partners
WEAKNESS
 Absence of certain strengths or the flip side of the
strength
 It is something that the company lacks, or does
poorly or a condition putting it at disadvantage
Weakness
 No clear strategic decisions
 Obsolete practices
 Weak R n D
Weaknesses - Continued
 In some cases, a weakness may be the flip side of
a strength.
 For example, a firm has a large amount of
manufacturing capacity.
 While this capacity may be considered a strength
that competitors do not share, it also may be a
considered a weakness if the large investment in
manufacturing capacity prevents the firm from
reacting quickly to changes in the strategic
environment.
OPPORTUNITIES
 The external environment may reveal certain
opportunities for growth and development.
Eg :
 Loosening of regulations.
 Removal of international trade barriers
Opportunities
 Serving additional groups
 Expanding to new geographic areas
 Expanding products
 Alliances or acquisitioons
 New technologies
THREATS
Changes in external environment may present
certain threats
Eg.
 Shift in consumer taste
 Emergence of substitute product
 New regulations
 Increased trade barriers
 Entry of new competitors
 Substitute produvts
 Slowing market growth
 Shifts in political conditions
 Reduced demands
SWOT / TOWS Matrix
TOWS
Analysis
Strengths Weaknesses
Opportunities S-O
Strategies
W-O
Strategies
Threats S-T
Strategies
W-T
Strategies
SWOT / TOWS Matrix
 S-O strategies pursue opportunities that fit well
the company's strengths.
 W-O strategies overcome weaknesses to pursue
opportunities.
 S-T strategies identify ways that the firm can
use its strengths to reduce its vulnerability to
external threats.
 W-T strategies make a defensive plan to prevent
the firm's weaknesses from making it susceptible
to external threats.
SWOT Interactions
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Swot analysis of marketing

  • 2. SWOT Analysis  A scan of the internal and the external environment is an important part of strategic planning process.  SWOT Analysis is an important tool which helps a person/ institution identify, in a systematic way, its internal strengths and weaknesses  Helps match its strengths/ weakness with Opportunities / Threats
  • 3. ENVIRONMENTAL SCAN INTERNAL ANALYSIS EXTERNAL ANALYSIS STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
  • 4. STRENGTHS  They are resources and capabilities that can be used as a basis to develop a competitive advantage  It is something that the company does well or a characteristic that enhances its competitiveness
  • 5. Strengths  Valuable competencies or know how  Valuable physical assets  Valuable human assets  Valuable organizational assets  Valuable intangible assets  Important competitive capabilities  Alliances with capable partners
  • 6. WEAKNESS  Absence of certain strengths or the flip side of the strength  It is something that the company lacks, or does poorly or a condition putting it at disadvantage
  • 7. Weakness  No clear strategic decisions  Obsolete practices  Weak R n D
  • 8. Weaknesses - Continued  In some cases, a weakness may be the flip side of a strength.  For example, a firm has a large amount of manufacturing capacity.  While this capacity may be considered a strength that competitors do not share, it also may be a considered a weakness if the large investment in manufacturing capacity prevents the firm from reacting quickly to changes in the strategic environment.
  • 9. OPPORTUNITIES  The external environment may reveal certain opportunities for growth and development. Eg :  Loosening of regulations.  Removal of international trade barriers
  • 10. Opportunities  Serving additional groups  Expanding to new geographic areas  Expanding products  Alliances or acquisitioons  New technologies
  • 11. THREATS Changes in external environment may present certain threats Eg.  Shift in consumer taste  Emergence of substitute product  New regulations  Increased trade barriers
  • 12.  Entry of new competitors  Substitute produvts  Slowing market growth  Shifts in political conditions  Reduced demands
  • 13. SWOT / TOWS Matrix TOWS Analysis Strengths Weaknesses Opportunities S-O Strategies W-O Strategies Threats S-T Strategies W-T Strategies
  • 14. SWOT / TOWS Matrix  S-O strategies pursue opportunities that fit well the company's strengths.  W-O strategies overcome weaknesses to pursue opportunities.  S-T strategies identify ways that the firm can use its strengths to reduce its vulnerability to external threats.  W-T strategies make a defensive plan to prevent the firm's weaknesses from making it susceptible to external threats.