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USM SWOT Analysis Through swot analysis we have examine the potential threats and opportunities by using the

PESTEL, Porters 5 forces and key factors for success. PESTEL enable us to have a closer look in the macro environment that will exert high potential threats and opportunities from the aspect of political, economic, social-cultural, technology, environment and legal factors. Porters five forces are generally talking about the micro environment or the industry; examine what are the threats and opportunities that could derive from the buyers, suppliers, substitutes, existing competitors, potential new entrants and stakeholders. Key factors for success developed by Ohmae looking more insight of the industry and identify the key success factors for particular industry when the resources available for that industry are scare. Ohmaes KFS model established with the basis of three factors which are customer, competition and corporation. Through this model, company can identify their ksf by looking at these areas and further enhance the available factors. Possible factors in a SWOT analysis are as below: External opportunities External threats New markets and segments New market entrants New products Increased competition Diversification opportunities Increased pressure from customers and suppliers Market growth Competitor weakness Strategic space Demographic and social change Change in political or economic environment New takeover or partnership opportunities Economic upturn International growth Substitutes Low market growth Economic cycle downturn Technological threat Change in political or economic environment Demographic change New international barriers to trade

We have further examine the company resources and capabilities internally and identify what are the core competencies and competitive advantage that given from the ready resources that a company owned. Company resources are particularly refers to the tangible and intangible assets that owned by the company. Company capabilities are refers to the extra capabilities such as company architecture, innovation and reputation that have a link to the company intangible resources and further strength its position in the market.
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Internal strengths Market dominance Core strengths Economies of scale Low cost position Leadership and management skills Financial and case resource Manufacturing ability and age of equiptment Innovation processes and results Architecture network Reputation Differentiated products Product or service quality

Internal weaknesses Share weakness Few core strengths and low on key skills Old plant with higher costs than competition Weak finances and poor cash flow Management skills and leadership lacking Poor record on innovation and new ideas Weak organization with poor architecture Low quality and reputation Products not differentiated and dependent on few products

After analyze with what and why through SWOT analysis. We can further to ask another two questions to complete the entire analysis with what and how? What what are the strategies options Generic strategies Cost leadership Differentiation Focus Market options matrix Market penetration Product development Market development Diversification Expansion method matrix Acquisition/ merger Joint venture Alliance Franchise How how the strategies that you have choose can have an impact and develop competitive advantage to the company.

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