swot analysis and marketing research
TRANSCRIPT
![Page 1: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/1.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 1/29
S.W.O.T
Analysis
³a personalapproach´
![Page 2: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/2.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 2/29
Free Template from www.brainybetty.com 2
Course Objectives
� Familiarization of the SWOT Analysis
� Integration of one¶s personal SWOT with
with the source of business idea chosenby the course participant
� Personal level understanding of his/her
strenghts and weaknesses
� Personal level understanding of his/her
opportunities and threats
![Page 3: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/3.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 3/29
What is a Strength?
� Comparative advantage against
competitors ( if personal, against other
people)� Includes ³core competencies´ which are
advantages that are difficult to match or
imitate
Free Template from www.brainybetty.com 3
![Page 4: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/4.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 4/29
� emerged brand name, market leadership,
excellent customer service resulted incustomer loyalty, superior quality products,
innovative Research & Development, ,
and/or strong financial resources
� Strengths must be developed maintained
and defended
� Strengths include all internal resources
Free Template from www.brainybetty.com 4
![Page 5: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/5.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 5/29
Personal Strenghts include but are
not limited to:� Image
� Money� Time
� Connections
� Possessions
� Ideas
� Skills� Knowledge
� Attitude
� Others
Free Template from www.brainybetty.com 5
![Page 6: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/6.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 6/29
Weaknesses
� refers to a situation when your competitors
have potential advantages over you in
their capabilities such as deliveries, profitmargin, market spread, customer base
etc.
� Or simple resources that you don¶t have
that your competitors or other people have
Free Template from www.brainybetty.com 6
![Page 7: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/7.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 7/29
Opportunities
� External Opportunities is referred to an
external environmental factors that provide
additional venue to increase revenue� Or Resources that you can acquire due to
external factors such as technology,
economics, politics, legal, or socio-cultural
factors
Free Template from www.brainybetty.com 7
![Page 8: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/8.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 8/29
Threats
� External Threats are environmental factors
that can hinder you in achieving your
business objectives and goals.
Free Template from www.brainybetty.com 8
![Page 9: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/9.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 9/29
� perceived threats can include:
� the entrance of new competitors
� Suppliers and customer bargaining power
� impending negative legislation,
� New technology� Introduction of innovative products by
competitors,
� competitors open more new saleschannels,
� change of tax structure, removal of
incentive schemes etc.Free Template from www.brainybetty.com 9
![Page 10: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/10.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 10/29
Threats
� Or Resources that you can lose due to
external factors such as technology,
economics, politics, legal, or socio-cultural
factors etc
Free Template from www.brainybetty.com 10
![Page 11: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/11.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 11/29
MarketingResearch
![Page 12: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/12.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 12/29
³A journey of a thousand miles begin with a
single step´
Free Template from www.brainybetty.com 12
![Page 13: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/13.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 13/29
Problem Identification
� Problem well defined is a problem half
solved
� Objectives must be clearly stated� After which the research can be designed
properly
� ³Properly´ means = efficient generation of answers that which is needed
Free Template from www.brainybetty.com 13
![Page 14: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/14.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 14/29
Sources of Marketing research
Problems� Unanticipated change
� Planned change
� Serendipity in form of new ideas
� ³The idea if which if we can find a solution
the problem, it may translate into either new or improved product or service´
Free Template from www.brainybetty.com 14
![Page 15: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/15.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 15/29
Unanticipated Changes comes from:
� Environment
± Demographic
± Economic ± Technological
± Competitive
± Political
± Legal changes
Free Template from www.brainybetty.com 15
![Page 16: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/16.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 16/29
WILL THIS CHANGES TURN
OUT TO BE A PROBLEM OR
AN OPPORTUNITY?
Free Template from www.brainybetty.com 16
![Page 17: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/17.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 17/29
Unanticipated Changes comes
from:� Internal sources
±Losing market share
±Sales below forecast
±Losing sales people
Free Template from www.brainybetty.com 17
![Page 18: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/18.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 18/29
The key is: Find out why and
formulate a product or
services that solves the
problem
Free Template from www.brainybetty.com 18
![Page 19: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/19.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 19/29
Planned Changes arise from:
� Introduction of new products
� Improved Customer service
� Effective pricing and advertising
strategies
Free Template from www.brainybetty.com 19
![Page 20: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/20.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 20/29
Planned Changes arise from:
� Answers the questions ³ how will
you bring about the planned
change?� Investigates on feasbility of
alternatives under consideration
Free Template from www.brainybetty.com 20
![Page 21: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/21.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 21/29
Problems arise from serendipity
or chance ideas� New ideas come from:
±Research
±Feedabck from sales people
±Customer
Free Template from www.brainybetty.com 21
![Page 22: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/22.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 22/29
IN ENTREPRENEURSHIP, OR
MARKET RESEARCH
PROBLEM IS ³USUALLY
SOURCED´ UNDER PLANNEDCHANGES AND SERENDIPITY
Free Template from www.brainybetty.com 22
![Page 23: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/23.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 23/29
³RESEARCH DESIGNS´
Free Template from www.brainybetty.com 23
![Page 24: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/24.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 24/29
exploratory
� Discovers ideas and insights used to
further defined the problem
Free Template from www.brainybetty.com 24
![Page 25: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/25.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 25/29
Descriptive
� Determining the frequency by which
something occurs or the relationship
between the two variables
� Guided by one or more initial hypothesis
� Investigates trends in consumption w
respect to demographics
Free Template from www.brainybetty.com 25
![Page 26: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/26.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 26/29
Causal
� Cause and effect relationship
� Experiments
� Determining effective sales promotionstrategies
� Trial and error
Free Template from www.brainybetty.com 26
![Page 27: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/27.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 27/29
� Exploratory and used for unplanned event
� More known variables uses descriptive(providing for answers)
Free Template from www.brainybetty.com 27
![Page 28: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/28.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 28/29
³PRINCIPLES OF
QUESTIONNAIRE DESIGN´
Free Template from www.brainybetty.com 28
![Page 29: SWOT Analysis and Marketing Research](https://reader031.vdocuments.mx/reader031/viewer/2022020716/5571fc37497959916996c4d5/html5/thumbnails/29.jpg)
5/9/2018 SWOT Analysis and Marketing Research - slidepdf.com
http://slidepdf.com/reader/full/swot-analysis-and-marketing-research 29/29
Components of questionnaire design
� Words
� Questions
� Formats� Hypothesis
This components must be integrated into a
recognizable, hierarchical layer system
Free Template from www.brainybetty.com 29