Making SWOT Analysis

Productive
O Stay Focused
O Search Extensively for Competitors
O Collaborate with Other Functional Areas
O Examine Issues from the Customer Perspective
O Look for Causes, Not Characteristics
O Separate Internal Issues from External Issues
 Stay Focused
O Focusing on specific product
O For Exampe:
-Honda CBR
-Honda Beat
 Search Extensively for
Competitors
O Information on competitors
and their activities is an
important aspect
O For Example:
-Kodak
-Online transportation
 Collaborate with Other
Functional Areas
O When combining the SWOT analyses
from individual areas, the marketing
manager can identify opportunites for
joint projects and cross selling of the
firm’s product.
O For Example:
-BMW
 Examine Issues from the
Customer Perspective
O The marketing manager shoud
identify the most critical issues
by looking at each one through
the eyes of the firm’s customers.
O For example:
-Older banking Customer
 Look for Causes, Not
Characteristics
O The availability or lack of resources are the
causes for the firm’s strengths and
weaknesses in meeting customers needs,
and determine whick external conditions
represent opportunities and threats.
O For Example:
-Walmart
-3M
Separate Internal Issues from
External Issues
O The key to test differentiate a strength
or weakness from an opportunity or
threat is to ask, “Would this issues
exit if the firm did not exist?”
O For example:
-Increasing customer demand for U.S.
Products