MARKET OPPORTUNITIES AND

CONSUMER ANALYSIS
CHAPTER 3
MARKET OPPORTUNITIES AND CONSUMER
ANALYSIS

 SWOT ANALYSIS
 CONSUMER AND ORGANIZATIONAL MARKETS
 MARKET SEGMENTATION
 TARGET MARKET
 POSITIONING
• Is a framework use to evaluate a
company’s competitive position by
identifying its strengths, weaknesses,
opportunities and threats.
• It measures what an organization can
and cannot do, and its potential
opportunities and threats.

SWOT ANALYSIS
Identifying Strengths and Weaknesses

WORK ENVIRONMENT

MICROENVIRONMENT -controllable MACROENVIRONMENT - Uncontrollable

FAVORABLE FACTORS UNFAVORABLE FACTORS

STRENGTHS WEAKNESSES

ELIMINATE
UTILIZE
Ns and eventually
as a foundation for effective strategy
be converted into strength
SWOT Analysis

S W
STRENGTH WEAKNESS

O T
OPPORTUNITIES THREAT

SUCCESS LOSS
Identifying Opportunities and Threats

Both Opportunities and Threats are EXTERNAL in nature, thus, uncontrollable.

WORK ENVIRONMENT

MACROENVIRONMENT

FAVORABLE FACTORS UNFAVORABLE FACTORS

OPPORTUNITIES THREATS

CAPITALIZE MITIGATE