Professional Documents
Culture Documents
SWOT Analysis
(Strengths, Weaknesses, Opportunities,
Threats)
A widely used framework for organizing and utilizing the pieces
of data and information gained from the situation analysis
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Common Criticisms
of SWOT Analysis
Allows firms to create lists without
serious consideration of the issues
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Stay Focused
It is a mistake to complete one generic SWOT analysis for
the entire organization or business unit.
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- Financial
- Organizational
- Intellectual
- Legal
- Human
- Informational
- Relational
- Reputational
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Exhibit
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Quantitative Assessment of
Elements Within the SWOT Matrix
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Competitive Advantage
Strategies
Operational Excellence
Focus on efficiency of operations and processes
Lower cost operations leads to lower prices for
customers
Product Leadership
Excellence in technology and product development
Most advanced, highest quality product offering in
industry
Customer Intimacy
Understanding customers better than the competition
Develop long-term customer relationships
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Common Sources
of Competitive Advantage
Relational Advantages
Product Advantages
Legal Advantages
Pricing Advantages
Organizational Advantages
Promotion Advantages
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Establishing a Strategic
Focus
Four major directions for strategic efforts:
Aggressive (many internal strengths / many external
opportunities)
Strategy Canvas
Identifies factors that the industry currently competes on and
what customers receive from existing product offerings
(captured by the horizontal axis)
Developing Marketing
Goals and Objectives
Developing Marketing Goals
Attainability
Consistency
Comprehensiveness
Intangibility