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SWOT Analysis

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

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

  3. 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. 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