Template: SWOT analysis - CIM Marketing Expert



0-228600Template: SWOT analysisA SWOT analysis will help a business to identify its internal?strengths?and weaknesses, as well as any external threats and opportunities. By conducting a SWOT analysis, the business will be able to recognise problems both in the present and future that need addressing which, in turn, will help them to determine the overall business strategy. Also, the SWOT analysis can help marketers to discover key unique selling propositions that can aid with creating compelling marketing messaging.00Template: SWOT analysisA SWOT analysis will help a business to identify its internal?strengths?and weaknesses, as well as any external threats and opportunities. By conducting a SWOT analysis, the business will be able to recognise problems both in the present and future that need addressing which, in turn, will help them to determine the overall business strategy. Also, the SWOT analysis can help marketers to discover key unique selling propositions that can aid with creating compelling marketing messaging.Strengths:Identify the things your business or products/services do well, and what sets your business apart from the competition. These will help you when writing marketing messaging.Weaknesses:What areas could be improved within your business or products/services? What is holding you back? Opportunities:Identify any key trends or gaps in your market. Think about potential alternative markets or new for your products/services.Threats:What external factors could cause harm to your business?-114300-114300SWOT The SWOT framework summarises the whole of the marketing audit and helps you to visualise a situation. Issues are not listed in any order nor do they denote importance. The process is a kind of brainstorm exercise where internal organisational factors are listed under strengths and weaknesses. These factors are in the control of the organisation and can be used to determine objectives and priorities for planning, turning weaknesses into strengths. For example a weakness might be a product that has caused a lot of customer complaints, which could be divested, or more resources could be diverted to modify it and improve performance.If you are using this framework for a particular market or product some of the factors will become more detailed and specific. Note that in one instance something that might be seen as strength for example a wide product range may also be a weakness if the company has to market too many line items.00SWOT The SWOT framework summarises the whole of the marketing audit and helps you to visualise a situation. Issues are not listed in any order nor do they denote importance. The process is a kind of brainstorm exercise where internal organisational factors are listed under strengths and weaknesses. These factors are in the control of the organisation and can be used to determine objectives and priorities for planning, turning weaknesses into strengths. For example a weakness might be a product that has caused a lot of customer complaints, which could be divested, or more resources could be diverted to modify it and improve performance.If you are using this framework for a particular market or product some of the factors will become more detailed and specific. Note that in one instance something that might be seen as strength for example a wide product range may also be a weakness if the company has to market too many line items.The main factors assessed for the internal SWOT (Strengths and Weaknesses) are:The financial health of the organisation:Marketing strategies and tactics:455485515240Marketing orientation and customer satisfactionMarketing mix, successes and failuresBudgets and resourcesImage and perception of the brand(s)00Marketing orientation and customer satisfactionMarketing mix, successes and failuresBudgets and resourcesImage and perception of the brand(s)015240Cash flowProfitCapitalisationInvestment00Cash flowProfitCapitalisationInvestment6400800107950Marketing orientation and customer satisfactionMarketing mix, successes and failuresBudgets and resourcesImage and perception of the brand(s)00Marketing orientation and customer satisfactionMarketing mix, successes and failuresBudgets and resourcesImage and perception of the brand(s)Management structure and culture:Customer service:455485564135Production and customer expectationsProduct portfolioDistribution and accessibility of productsCustomer facing systems and procedures00Production and customer expectationsProduct portfolioDistribution and accessibility of productsCustomer facing systems and procedures083820The skills of senior managementOverall morale and motivationSkills and knowledge of the workforceRecruitment and succession planningTraining and development programme00The skills of senior managementOverall morale and motivationSkills and knowledge of the workforceRecruitment and succession planningTraining and development programmeThe main factors assessed for the external SWOT (Opportunities and Threats) are:Market trend analysis:External business analysis:0113665Competitor activitiesSector structures00Competitor activitiesSector structures01828165Buying behaviourBrand loyaltiesComplementary product analysis00Buying behaviourBrand loyaltiesComplementary product analysis4572000113665Benchmarking with other sectorsProfit trendsFinancial predications00Benchmarking with other sectorsProfit trendsFinancial predicationsCustomer trends:PESTEL provides a useful framework for the external environmental analysis. A SWOT can be used for each market segment, each product or used to develop a concise overview of the organisations activities. ................
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