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Promotion is communication from sellers to buyers in the market as much as it tries to enter into
customers minds to form images (advertisement, personal selling, sales promotion ,publicity) to
attract them to purchase the service.
1.2 Definition
The American Marketing Association defines marketing as an organizational function and set
of processes for creating, communicating and delivering value to customers and for managing
customer relationships in ways that benefit the organization and its stakeholders.
1.3 Scope of marketing:-The scope of marketing deals with the question, what is
marketed? According to Philip Kotler, marketing people are involved with ten types of entities.
1. Goods:
Physical goods constitute the major part of a countrys production and marketing effort.
Companies market billions of food products, and millions of cars, refrigerators, television and
machines.
2. Services:
As economies advance, a large proportion of their activities are focused on the production of
services. Services include the work of airlines, hotels, car rental firms, beauticians, software
programmers, management consultants, and so on. Many market offerings consist of a mix of
goods and services. For example, a restaurant offers both goods and services.
3. Events:
Marketers promote events. Events can be trade shows, company anniversaries, entertainment
award shows, local festivals, health camps, and so on.
4. Experiences:
Marketers create experiences by offering a mix of both goods and services. A product is
promoted not only by communicating features but also by giving unique and interesting
experiences to customers.
5. Persons:
Due to a rise in testimonial advertising, celebrity marketing has become a business. All popular
personalities such as film stars, TV artists, and sportspersons have agents and personal managers.
They also tie up with PR agencies for better marketing of oneself.
6. Organizations:
Organizations actively work to build image in the minds of their target public. The PR
department plays an active role in marketing an organizations image. Marketers of the services
need to build the corporate image, as exchange of services does not result in the ownership of
anything. The organizations goodwill promotes trust and reliability. The organizations image
also helps the companies in the smooth introduction of new products.
7. Places:
Cities, states, regions, and countries compete to attract tourists. Today, states and countries are
also marketing places to factories, companies, new residents, real estate agents, banks and
business associations. Place marketers are largely real estate agents and builders. They are using
mega events and exhibitions to market places.
8. Properties:
Properties can be categorized as real properties or financial properties. Real property is the
ownership of real estates, whereas financial property relates to stocks and bonds. Properties are
bought and sold through marketing. Marketing enhances the need of ownership and creates
possession utility. With improving income levels in the economy, people are seeking better ways
of saving money. Financial and real property marketing need to build trust and confidence at
higher levels.
9. Information:
Information can be produced and marketed as a product. Educational institutions, encyclopedias,
non-fiction books, specialized magazines and newspapers market information. The production,
packaging, and distribution of information is a major industry. Media revolution and increased
literacy levels have widened the scope of information marketing.
10. Idea:
Every market offering includes a basic idea. Products and services are used
as platforms for delivering some idea or benefit. Social marketers widely
promote ideas.
(c) Marketing plays an important role in the development of the economy. Various functions and
sub-functions of marketing like advertising, personal selling, packaging, transportation, etc.
generate employment for a large number of people, and accelerate growth of business.
(d) Marketing helps the business in increasing its sales volume, generating revenue and ensuring
its success in the long run.
(e) Marketing also helps the business in meeting competition most effectively.
2.2 SWOT Analysis:- A SWOT analysis is a planning tool used to understand the Strengths,
Weaknesses, Opportunities, and Threats involved in a project or in a business. It involves
specifying the objective of the business or project and identifying the internal and external
factors that are supportive or unfavourable to achieving that objectives .SWOT is often used as
part of a strategic planning process. SWOT or SWOT is an acronym for Strengths,
Weaknesses, Opportunities, Threats.
2.2.2Weakness:-Factors that are within an organizations control that detract from its ability to
attain the desired goal.
This is sometimes known as the 4As model Aim, Assess, Activate and Apply where:
Workshop sessions
Brainstorm meetings
Problem solving
Planning
Product evaluation
Competitor evaluation
Personal Development Planning
Decision Making (with force field analysis)
2.5 Overview SWOT Matrix:
Establish that your coalition has the necessary components to successfully conduct
a SWOT analysis .
Assemble the group that will conduct the SWOT analysis
Set up meeting times (if the SWOT analysis is not going to be completed in one sitting
Distribute/ complete the SWOT analysis tool/template individually
In the group meeting, combine individual answers. Collaborate on each category.
Complete the analysis.
Discuss how to use the information gathered from the SWOT analysis to inform your
next steps.
2.7 Using SWOTs with an Objective or Goal:-If a SWOT analysis does not start with
defining a desired end state or objective, it runs the risk of being an exercise for the sake of an
exercise (i.e. useless). A SWOT analysis may (should) be incorporated into a strategic planning
model. If a clear objective has been identified, SWOT analysis can be used to help in the pursuit
of that objective. In this case, SWOT analysis are:
Strengths: attributes of the organization that are helpful to achieving the objective.
Weaknesses: attributes of the organization that are harmful to achieving the objective.
Decision makers can then us the results from a SWOT analysis to determine whether the
objective is attainable, given the resulting analysis and summary. If the objective is NOT
attainable a different objective must be selected and the process repeated.
Set objectives
Generate alternative strategies
Evaluate alternative strategies
Monitor results, and
Gain commitment among the stakeholders during each step of this process.
LITERATURE REVIEW
3.1 Introduction:- A useful tool to analyze a company is a SWOT analysis. Via a SWOT
analysis, we can see the strengths, weaknesses, opportunities and threats that affect the
performance of an organization (Daft, 2003, p.248). SWOT analysis was first introduced by
Stanford Universitys Albert Humphrey in the 1960s (GRIN Verlag, 2007, p. 2).SWOT analysis
is one of the most popular analytic techniques amongst competitive intelligence professionals
(Fehringer, 2007, p. 54), as well as many other disciplines involved with strategic planning
(Choi, Lovallo, & Tarasova, 2007). SWOT analysis outlines the strategic strengths, weaknesses,
opportunities, and threats to determine an organizations competencies as well as identify future
opportunities (Hunger & Wheelen, 2010). SWOT analysis is a framework links the firms
capabilities to its relevant competitive environment. I.e. the SWOT analysis focuses on
evaluating the strategic position of a firm by analyzing its strengths, weaknesses, opportunities
and threats . (Jobber, 2004) It summarizes the key issues from the business environment and the
strategic capability of an organization that are most likely to impact on strategy development.
(Johnson et al., 2005, p102) The strengths are those points where a company has a competitive
advance in comparison with their competitors. The weaknesses of a company are those points
where the company has a competitive disadvantage in comparison with their competitors. In fact,
by the analysis of the internal environment of a company, it should be possible to determine the
strengths and weaknesses of that company. The SWOT analysis can be seen as a short summary
of the internal environment. The opportunities and threats of a company consist of external
influences. Opportunities are characteristics of the external environment that have the potential
to help the organization to achieve its strategic goals. Threats are characteristics of the external
environment that may prevent the organization from achieving its strategic goals (Daft, 2003, p.
249). External influences are a part the external environment of a company. By using the
dissection of the external environment, it is possible to determine the opportunities and threats.
The opportunities and threats are also a summary of the external environment. A SWOT analysis
is quite useful because with it, it is possible to see what a firm is and is not able to do in a quick
and clarifying way. The competitive strategy of a company should fit with the SWOT analysis of
a company. If a company is for example very cost efficient because they have a huge capacity
engine compound, they shouldnt focus on their quality but on their quantity. :-
3.2 Strengths :-Strengths are the qualities that enable us to accomplish the organizations
mission. These are the basis on which continued success can be made and continued/sustained.
Strengths can be either tangible or intangible. These are what you are well-versed in or what you
have expertise in, the traits and qualities your employees possess (individually and as a team)
and the distinct features that give your organization its consistency. Strengths are the beneficial
aspects of the organization or the capabilities of an organization, which includes human
competencies, process capabilities, financial resources, products and services, customer goodwill
and brand loyalty. Examples of organizational strengths are huge financial resources, broad
product line, no debt, committed employees, etc.
3.3 Weaknesses:-are the qualities that prevent us from accomplishing our mission and achieving
our full potential. These weaknesses deteriorate influences on the organizational success and
growth. Weaknesses are the factors which do not meet the standards we feel they should meet.
Weaknesses in an organization may be depreciating machinery, insufficient research and
development facilities, narrow product range, poor decision-making, etc. Weaknesses are
controllable. They must be minimized and eliminated. For instance - to overcome obsolete
machinery, new machinery can be purchased. Other examples of organizational weaknesses are
huge debts, high employee turnover, complex decision making process, narrow product range,
large wastage of raw materials, etc.
3.4 Opportunities :-Opportunities are presented by the environment within which our
organization operates. These arise when an organization can take benefit of conditions in its
environment to plan and execute strategies that enable it to become more profitable.
Organizations can gain competitive advantage by making use of opportunities. Organization
should be careful and recognize the opportunities and grasp them whenever they arise. Selecting
the targets that will best serve the clients while getting desired results is a difficult task.
Opportunities may arise from market, competition, industry/government and technology.
Increasing demand for telecommunications accompanied by deregulation is a great opportunity
for new firms to enter telecom sector and compete with existing firms for revenue.
3.5 Threats:-Threats arise when conditions in external environment jeopardize the reliability and
profitability of the organizations business. They compound the vulnerability when they relate to
the weaknesses. Threats are uncontrollable. When a threat comes, the stability and survival can
be at stake. Examples of threats are - unrest among employees; ever changing technology;
increasing competition leading to excess capacity, price wars and reducing industry profits; etc.
SWOT analysis is one of the most popular analytic techniques amongst competitive intelligence
professionals (Fehringer, 2007, p. 54), as well as many other disciplines involved with strategic
planning (Choi, Lovallo, & Tarasova, 2007). SWOT analysis outlines the strategic strengths,
weaknesses, opportunities, and threats to determine an organizations competencies as well as
identify future opportunities (Hunger & Wheelen, 2010).
SWOT analysis is used by an organization to define the situation they are currently in, or likely
to be in within the near future. As a type of situational analysis, SWOT is the acronym for the
analytic technique that assesses the Strengths, Weaknesses, Opportunities, and Threats of a
situation. The basic assumption of a SWOT analysis is that a company must align internal
activities (Strengths and Weaknesses) with external realities (Opportunities and Threats) to
successfully produce results that can help create strategy (GRIN Verlag, 2007, p. 4) SWOT is an
acronym for Strengths, Weaknesses, Opportunities and Threats. By definition, Strengths (S) and
Weaknesses (W) are considered to be internal factors over which you have some measure of
control. Also, by definition, Opportunities (O) and Threats (T) are considered to be external
factors over which you have essentially no control. SWOT analysis is a framework links the
firms capabilities to its relevant competitive environment. I.e. the SWOT analysis focuses on
evaluating the strategic position of a firm by analyzing its strengths, weaknesses, opportunities
and threats . (Jobber, 2004) It summarizes the key issues from the business environment and the
strategic capability of an organization that are most likely to impact on strategy development.
(Johnson et al., 2005, p102) All these parameters have an impact on the outcome of
implementation of a certain strategy and its goal. In our case the internal environment is regarded
as the marketing information system and the external environment the company, departments and
stakeholders. By relating the strengths and weaknesses of a marketing information system with
the opportunities and possible threats in the environment where its supposed to be implemented,
we can weigh/ consider their impact and form a strategy by using the internal strengths together
with the external opportunities to reinforce the base of the strategy and try to eliminate/reduce
weaknesses and threats (Grant 2005). Internal analysis (Strengths and Weaknesses): The internal
analysis should lead to an assessment of internal strengths/weaknesses that could be of
competitive advantage/ disadvantage. In this case the intrinsic advantages and disadvantages of
marketing information tool. External analysis (Opportunity and Threats): The external analysis
focuses on environmental characteristics that could produce opportunities as well as threats
relative to competitive solutions.
RESEARCH METHODOLOGY
4.2 Research design: - Research design provides the glue that holds a research project
together. The research design provides a framework for the research to be undertaken and
illustrates how all the main parts of the study. In the present study descriptive research design has
been used. This is a descriptive research as it will clarify the doubts about internet. It would give
us a clear picture on the effectiveness and reliability of online advertising compared to the
traditional form of advertising.
(i) Primary Data: It has been collected through questionnaire and personal interview.
(ii) Secondary Data: It has been collected from the published data in various books on the
subject, websites, magazines, journals and news papers.
4.4 Sampling: -Sample should be a user of internet or should have knowledge about internet
Convenience sampling method has been used to select the respondents. We have selected 100
respondents
4.7 Sampling Technique: Judgmental Non-Probability sampling can be used to select the
individual units for better productivity of the questionnaire. A well educated person may be able
to reason out the questions in the better way.
CONCLUSION
A SWOT analysis can be very subjective, and two people rarely come-up with the same final
version of a SWOT analysis. It is an excellent tool however, for looking at the negative factors
first in order to turn them into positive factors. Use a SWOT analysis/ framework as guide and
not a prescription
REFERENCE
Books:
Marketing management Cases and concepts- Dr. Raj Kumar, Nidhi Goel
Marketing management Philip Kotler
Websites:
http://www.slideshare.net
http://www.economictimes.indiatimes.com
http://www.merriam-webster.com
http://www.dictionary.cambridge.org