L 3 – continuation of the „Marketing Environment“ lesson



                                     L 4 „Marketing planning“

                                           SWOT Analysis

•           S – Strengths

•           W – Weaknesses

•           O –  Opportunities

•           T –  Threats

                                             Strengths

•           What do you do particularly
 well?

•           What do you do that is unique
 in the “marketplace?”

•           What do your customers/clients/patrons ask for you to do over and over again?

•           What do you have the right tools/resources to accomplish?

                                            Weaknesses

•           What do you not feel as comfortable doing?

•           What needed resources, staff, or skills do you lack?

                                           Opportunities

•            Are there new situations coming down the road that you can take advantage of (legal
requirements, technogical development, political changes?)

•            Are there gaps in the “market” that you can fill?

•            Are there partnerships that might be fruitful?

                                              Threats

•           Who is your competition and what do they offer that you can’t do as well or at all?

•           Are there “environmental” changes or situations that could cause problems for you and
your programs?

•           What other roadblocks are being thrown in your path?

                                      Create a Plan of Action

•           What steps can you take to:

–      Capitalize on your strengths

–      Overcome or minimize your weaknesses

–      Take advantage of some new opportunities

–      Respond to the threats

•           Set goals and objectives, like with any other plan



                              Identify Critical Issues and Priorites

•            The SWOT analysis should lead to critical issues that a firm must address to maintain
its competitive and financial performance

                                              CAFIA -

•             STRENGHTS

•             Professional staff

•             High-tech analytical tools

•             Uniform methods of inspections

•             Long tradition

•             WEAKNESSES

•             Extended bureacracy

•             To much paperwork/long deadlines

•             OPPORTUNITIES

•             Involvement in EU development projects

•             Extended service



•             THREATS

•             Budgetary cuts

•             EU regulations

•             Merging surveillance services





                           The Five Forces are Unique to Every Industry

•           Five-Forces Analysis is a framework for analyzing a particular industry.

–      Yet, the five forces affect all the other businesses in that industry.

                                            Conclusion

•           6 components of microenvironment

•           6 components of macroenvironment

•           Analytical tools SWOT

•           Analytical tool Porter´s 5 forces