Professional Documents
Culture Documents
OUR TEAM
• FAISAL IFTIKHAR
• NAMRAH ZUBAIR CHATTHA
• NOOR UN NISA SHAIKH
• MISHAL RAZA
• YAHYA KHAR
Contents Covered
• Intro to SWOT Analysis
• What is SWOT Analysis
• Analysis of Internal Environment
• Analysis of External Environment
• SWOT Matrix
• Benefits of SWOT Analysis
• Strategic Focus
• Quantitative Assessment of the SWOT matrix
• Case Study
• References
SWOT Analysis does not occur in Vacuum
Figure: General Business Unit
Strategic Planning Process
What is SWOT Analysis?
• SWOT analysis to be one of the most effective tools in the analysis of
marketing data and information.
• It assesses the fit between what a firm can and cannot do (strengths
and weaknesses), and the environmental conditions working for and
against the firm (opportunities and threats).
• SWOT analysis organizes data and information and is useful in
uncovering competitive advantage which can be leveraged in firm’s
marketing strategy.
• The overall evaluation of a company’s strengths, weaknesses,
opportunities, and threats.
• It’s a way of monitoring the external and internal marketing
environment
• Strengths & Weaknesses are internal
• Opportunities & Threats are external
Analysis of Internal Environment: Strengths &
Weaknesses
• Organization should be careful and recognize the • Undeserved market for specific products
opportunities and grasp them whenever they arise.
Opportunities may arise from market, competition, • Few competitors in your area
industry/government and technology.
• Emerging need for your product or services
• Chances to make greater profits in the environment
External attractive factors that represent the reason • Press media coverage for your company
for an organization to exist & develop
• External factors, beyond an organization’s control, which could place the • Emerging competitors
organization’s mission or operation at risk. • Changing regulatory
environment
• Example: Apple; Aggressive competition • Negative media coverage
• Imitation • Changing customer
attitude towards the
company
SWOT MATRIX
• Firms can often convert weaknesses into strengths or even capabilities by investing strategically in
key areas (e.g., customer support, research and development, supply chain efficiency, employee
training).
• Likewise, threats can often be converted into opportunities if the right resources are available.
• Weaknesses that cannot be converted into strengths become the firm’s limitations. Limitations
that are obvious and meaningful to customers or other stakeholders must be minimized through
effective strategic choices.
Manager should
focus on
identifying
competitive
advantages by
matching
strengths to
opportunities
Major benefits of SWOT Analysis
• Simplicity
No extensive training or
technical skills required.
• Flexibility
Enhancement of strategic
planning.
Greater horizon
Major benefits of SWOT Analysis
Opportunities M I R
Strengths M I R
Weaknesses M I R Threats M I R
Limitations of SWOT
• A SWOT analysis may be limited because it:
1. Doesn't prioritize issues
2. Can generate too many ideas but not help you choose which one is
best
3. Can produce a lot of information, but not all of it is useful.
VIDEO
• https://www.youtube.com/watch?v=uA5ikRm6yNo
CASE STUDY
References
• https://lookaside.fbsbx.com/file/kotler_keller_-
_marketing_management_14th_edition.pdf?token=AWzDbUNO35AQ
sXifw64H3sz7lVonlvtWHDHzKkiDqKkyeMCCQPa7lzk-
9O1xRAxZW_RM8RsHLUuNh_gfK1jvU5uG7Jrm8YAjyd4CXjt-
1NPv9sLa1H60L5ZSj2SqFyk1NgKqKT_mkQ4MBq5qUQCIU8p1
• https://fac.ksu.edu.sa/sites/default/files/e_book_marketing_strategy
_ferrell_hartline_5th_ed_2011.pdf