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Lesson 5.4 - Bremen High School District 228

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Lesson 5.4 - Bremen High School District 228
Lesson 5.4 – The
Situation Analysis (SWOT)
Copyright
© 2014 by Sports Career Consulting, LLC
The Marketing Plan
LESSON 5.4
The Situation (S.W.O.T.) Analysis
S
Strengths
Resources and capabilities that can be used
as a basis for developing a competitive advantage
W
Weaknesses
O
Opportunities
T
Threats
Qualities that give a business a competitive disadvantage
Events that could facilitate company profit and growth
Events that could have a negative impact on the company
Copyright
© 2014 by Sports Career Consulting, LLC
The Marketing Plan
LESSON 5.4
Situational (S.W.O.T.) Analysis
Strengths
Opportunities
Copyright
Weaknesses
Threats
© 2014 by Sports Career Consulting, LLC
The Marketing Plan
LESSON 5.4
The Situational (S.W.O.T.) Analysis
S
Strengths
Resources and capabilities that can be used
as a basis for developing a competitive advantage
Examples of strengths include:
 Patents
 Strong brand names
 Positive reputation among customers
Copyright
© 2014 by Sports Career Consulting, LLC
The Marketing Plan
LESSON 5.4
The Situational (S.W.O.T.) Analysis
W
Weaknesses
Qualities that give a business a competitive disadvantage
Examples of weaknesses could include:
 Lack of patent protection
 Weak brand name
 Poor reputation among customers
 Lack of resources
 Inadequate distribution channels
Copyright
© 2014 by Sports Career Consulting, LLC
The Marketing Plan
LESSON 5.4
The Situational (S.W.O.T.) Analysis
O
Opportunities
Events that could facilitate company profit and growth
Examples of opportunities could include:
 An unfulfilled customer need
 Arrival of new technologies
 A niche that has not yet been exploited
 Mergers
 Entry into new markets
Copyright
© 2014 by Sports Career Consulting, LLC
The Marketing Plan
LESSON 5.4
The Situational (S.W.O.T.) Analysis
T
Threats
Events that could have a negative impact on the company
Examples of threats could include:
 Shifts in consumer tastes away from
company products
 Emergence of new substitute products
 Government regulation
Copyright
© 2014 by Sports Career Consulting, LLC
The Marketing Plan
LESSON 5.4
The Situational (S.W.O.T.) Analysis
As a hypothetical example, let’s say you were
conducting a SWOT analysis for an apparel
and footwear company competing with
companies like Nike, Adidas and Under
Armour for market share
Copyright
© 2014 by Sports Career Consulting, LLC
The Marketing Plan
LESSON 5.4
The Situational (S.W.O.T.) Analysis
S
Strengths
Resources and capabilities that can be used
as a basis for developing a competitive advantage
Strengths might include:
 Steady and consistent growth in profits
 Innovative new technology (lightweight, stretchable
fabric) that increases consumer performance
 Products tied to effective endorsement campaign
(Serena Williams wears your new technology during
games)
Copyright
© 2014 by Sports Career Consulting, LLC
The Marketing Plan
LESSON 5.4
The Situational (S.W.O.T.) Analysis
W
Weaknesses
Qualities that give a business a competitive disadvantage
Weaknesses might include:
 Too much reliance on sales of products online and
not enough in retail environments (your products
are not available at Dick’s or Foot Locker)
 Low brand awareness (not enough consumers are
familiar with your brand)
 Dependency on sales of apparel products with a
track record of limited growth in footwear (75% of
total sales come from the apparel category)
Copyright
© 2014 by Sports Career Consulting, LLC
The Marketing Plan
LESSON 5.4
The Situational (S.W.O.T.) Analysis
O
Opportunities
Events that could facilitate company profit and growth
Opportunities might include:
 Well defined objectives with company-wide support
(everyone in the company is behind the goal of
increasing footwear sales in the next fiscal year)
 Positive industry outlook (forecasts call for substantial
growth in the footwear and apparel markets for the
next three to five years)
Copyright
© 2014 by Sports Career Consulting, LLC
The Marketing Plan
LESSON 5.4
The Situational (S.W.O.T.) Analysis
O
Opportunities
Events that could facilitate company profit and growth
Opportunities might include:
 Positive association with endorsers (Serena Williams’
popularity is extremely high and he uses your product
and will be featured in an upcoming campaign
promoting the brand)
Copyright
© 2014 by Sports Career Consulting, LLC
The Marketing Plan
LESSON 5.4
The Situational (S.W.O.T.) Analysis
T
Threats
Events that could have a negative impact on the company
Threats might include:
 Competitors launching new, similar product (Puma
is launching a similar lightweight, stretchable fabric
apparel line in the upcoming year)
 Rising raw material prices (the cost of producing
products will rise)
 Poor economic conditions (consumers are spending
less)
Copyright
© 2014 by Sports Career Consulting, LLC
The Marketing Plan
LESSON 5.4
Blank Slide Available
for Teacher Edits
Copyright
© 2014 by Sports Career Consulting, LLC
LESSON 5.4 REVIEW (ANSWERS)
The Marketing
Plan
1) Explain the purpose of a situation analysis
The situation analysis provides information
that is helpful in matching an organization's
resources and capabilities to the
competitive environment in which it
operates by reviewing four key factors
pertaining to the company’s current market
situation (strengths, weaknesses,
opportunities and threats).
Copyright
© 2014 by Sports Career Consulting, LLC
LESSON 5.4 REVIEW (ANSWERS)
The Marketing
Plan
2) Identify the four elements of a situation
analysis
1- Strengths
2- Weaknesses
3- Opportunities
4- Threats
Copyright
© 2014 by Sports Career Consulting, LLC
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