SWOT Analysis

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SWOT Analysis
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What is SWOT.????

• SWOT analysis is a tool for auditing an
  organization and its environment.
• It is the first stage of planning and helps
  marketers to focus on key issues.

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So what does SWOT mean?

• strengths,
• weaknesses,
• opportunities, and
• threats.
• Strengths and weaknesses are internal factors.
• Opportunities and threats are external factors.

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Easy grid to use.
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So what could be a companys Strengths?

• For example A strength could be
• Your specialist marketing expertise.
• A new, innovative product or service.
• Location of your business.
• Quality processes and procedures.
• Any other aspect of your business that adds value
  to your product or service.

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So what could be a companys Weaknesses?

• A weakness could be
• Lack of marketing expertise.
• Undifferentiated products or services (i.e. in
  relation to your competitors).
• Location of your business.
• Poor quality goods or services.
• Damaged reputation.

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So what could be a companys opportunities?

• An opportunity could be
• A developing market such as the Internet.
• Mergers, joint ventures or strategic alliances.
• Moving into new market segments that offer
  improved profits.
• A new international market.
• A market vacated by an ineffective competitor.

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So what could be a companys threats?

• A threat could be
• A new competitor in your home market.
• Price wars with competitors.
• A competitor has a new, innovative product or
  service.
• Competitors have superior access to channels of
  distribution.
• Taxation is introduced on your product or
  service.

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Rules.
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Simple rules for successful SWOT analysis.

• Be realistic about the strengths and weaknesses
  of your organisation when conducting SWOT
  analysis.
• SWOT analysis should distinguish between where
  your organisation is today, and where it could be
  in the future.
• SWOT should always be specific. Avoid grey areas.
  
• Always apply SWOT in relation to your competition
  i.e. better than or worse than your competition.
• Keep your SWOT short and simple. Avoid complexity
  and over analysis
• SWOT is subjective.

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Other issues in SWOT
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Marketing Objectives, Strategies Tactics

• Marketing objectives are the goals of the
  marketing department which must fit with the
  overall company objectives.
• Marketing strategies are long term and medium
  term plans set by management, designed to achieve
  the marketing objectives.
• Marketing tactics are short term marketing
  measures adopted to meet the needs of a short
  term threat or opportunity. Ideally they should
  be in line with the marketing objectives, but
  this might not always be the case.

What are they?
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Your task for this lesson..

• Get ready for action!

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Your task.in pairs

• You will be given a companys issues sheet
• Decide which categories the issues belong to
  (SWOT)
• Create a SWOT table and put the issues into the
  correct box
• Decide on what the companys main marketing
  objectives are, what strategies they use and
  identify the main tactics they have used recently!

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Tidy up

• Paper off floor, return equipment hand in your
  posters!

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Homework

• SWOT analysis sheet Brill Leisure Centre (orange)
• Put the numbers into the SWOT box