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Principles of Marketing Module 11 Market Analysis

Module 11 focuses on market analysis through the SWOT framework, which helps firms assess their strengths, weaknesses, opportunities, and threats in relation to their marketing environment. It emphasizes the importance of internal factors like resources and experience, as well as external conditions that can impact performance. The document also includes practical exercises for personal SWOT assessments and a case study on Dell Computer's strategic use of SWOT analysis.

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9 views

Principles of Marketing Module 11 Market Analysis

Module 11 focuses on market analysis through the SWOT framework, which helps firms assess their strengths, weaknesses, opportunities, and threats in relation to their marketing environment. It emphasizes the importance of internal factors like resources and experience, as well as external conditions that can impact performance. The document also includes practical exercises for personal SWOT assessments and a case study on Dell Computer's strategic use of SWOT analysis.

Uploaded by

calloscarljohn
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Module 11:

Market Analysis

Presentation by
CARL JOHN CALLOS
A successful firm is one that monitors and manages
efficiently various forces living in its immediate and
external environment. These forces, which affect its ability
to produce, promote, distribute, and deliver products and
services to customers, constitute the marketing
environment of the firm. SWOT analysis is one way to
analyze the marketing environment of a firm.

1
Directions: What would a personal SWOT assessment look like? Using the table below, fill out your
personal strengths, weaknesses, opportunities, and threats referring to the guide questions.
STRENGTHS WEAKNESSES
What do you do well? What could you improve?
What unique resources can you draw on? Where do you have fewer resources than others?
What do others see as your strengths? What are others likely to see as weaknesses?

OPPORTUNITIES THREATS
What opportunities are open to you? What threats could harm you?
What trends could you take advantage of? What is your competition doing?
How can you turn your strengths into opportunities? What threats do your weaknesses expose you to?

2
SWOT, which stands for Strengths, Weaknesses, Opportunities and
Threats, is an analytical framework that can help a company face its
greatest challenges and find its most promising new markets. SWOT is
meant to be used during the proposal stage of strategic planning.
Strengths represent those specific characteristics of the business that offer an
advantage over its competitors. These features are helpful when it comes to achieving
objectives, so the organization may seek to discover new means of using these
strengths.
Weaknesses are characteristics that limit performance and could represent an
obstacle in achieving objectives. Therefore, new solutions should be found to
eliminate or improve them.
Opportunities include external conditions that could help improve
performance or that can be capitalized upon or exploited.
Threats indicate external conditions and situations that could
hinder performance, so ways of defending against them can be
explored.
Example:

STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

•Unique product •Location of your •A new emerging or •New competition


•Location of your
business business developing market in the market,
•Patents, know-how, •Lack of quality and (niche product, possibly with new
trade secrets place- new country,
•Worker’s unique
customer service products or
skillset •Poor marketing and less competition) services
•Corporate culture, sales •Merger, joint •Price wars
company image
•Quality of your •Access to resources venture, or strategic •Economic
product •Undifferentiated alliance conditions
•Access to financing products or services
•Operational
efficiency
The first two letters in the acronym, S (Strengths) and W (Weaknesses), refer
to internal factors, which mean the resources and experience readily
available to the firm. Examples of areas typically considered include
Directions: Analyze the Strengths, Weaknesses, Opportunities and
Threats in the case study below.

In the mid-1990s, Dell Computer used a SWOT analysis to create a strong business
strategy that has helped it become a very strong competitor in its industry value chain. Dell
identified its strengths in selling directly to customers and in designing its computers and
other products to reduce manufacturing costs. It acknowledged the weakness of having no
relationships with local computer dealers. Dell faced threats from competitors such as
Compaq and IBM, both of which had much stronger brand names and reputations for
quality at that time. Dell identified an opportunity by noting that its customers were
becoming more knowledgeable about computers and could specify exactly what they
wanted without having Dell salespersons answer questions or develop configurations for
them. It also saw the Internet as a potential marketing tool.
Directions: What would a personal SWOT assessment look like? Using the table below, fill out your
personal strengths, weaknesses, opportunities, and threats referring to the guide questions.

• STRENGTHS • WEAKNESSES
• Sell directly to consumers • No strong relationships with computer
• Keep costs above competitors retailers
• OPPORTUNITIES • THREATS
• Consumer desire for one-stop shopping • Competitors have stronger brand
• Consumers know what they want to names
buy • Competitors have strong relationships
• Internet could be an ineffective with computer retailers
marketing tool

2
The entire test has been answered for you. Your job is to check
the answers for errors. If there are errors, do the following in
the table after the test sample:
1. Correct the answer.
2. Explain why the answer is wrong.
3. Then, explain why your correction is right.
IDENTIFIED ERROR CORRECTION OF ERROR EXPLANATION OF
CORRECTION

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