9. Internal Analysis and SWOT

Question 1

Internal Analysis

Answer 1

a process of identifying in evaluating an organization specific characteristics such as resources, capabilities, core competencies

Question 2

Capabilities

Answer 2

• organizational routines and processes
• determine how efficiently and effectively the organization transforms its inputs (resources) into outputs (products and services)

Question 3

Distinctive Organizational Capabilities

Answer 3

• Special and unique capabilities that distinguish the organization from its competitors.

Question 4

Core competencies

Answer 4

• Organizations major value creating skills and capabilities
• Shared across multiple product lines for multiple businesses.

Question 5

Value chain

Answer 5

Systematic way of examining all of the organizations functional activities and how well they create customer value.

Question 6

SWOT Analysis

Answer 6

Strengths - internal capabilities that may help a company reaches its objectives (CAPITALIZE)
Weaknesses - internal limitations that limit company’s ability (ACT)
Opportunities - external factors that the company may be able to exploit to its advantages (INVEST)
Threats - current and emerging external factors that may challenge the company’s performance (IDENTIFY)

Question 7

What is SWOT analysis

Answer 7

• SUMMARY of your analysis, arranged graphically
• ONLY elements that are RELEVANT and call for FURTHER DECISIONS (objectives, segmentations, positioning) should be mentioned in the SWOT.
• EACH LINE indicates your point of view on a key item in the business’ marketing success.

Question 8

Internal Factors

Answer 8

• Operations/ Processes
• Location/ Facilities
• Quality
• Human resources
• Marketing/ brand
• Performance/ Innovation

Question 9

External Factors

Answer 9

• Social trends
• Economy
• Ecology, Ethics
• Technology
• Political/ Legal

Question 10

Resources

Answer 10

Tangible:
- Physical
- Financial
Intangible:
- Brand reputation, patents, contracts, partners, superior relationship with stakeholders

Question 11

Capabilities

Answer 11

Human-based

Question 12

Evaluating Strings and Weaknesses

Answer 12

• Past performance trends
• Specific goals and targets
• Comparison against competitors
• Personal opinions of Strategic Decision Makers or Consultants

Question 13

PESTLE Analysis - Macroenvironmental

Answer 13

Politcal
Economical
Social
Technological
Legal
Environmental
- identify Threats and Opportunities

Question 14

Marketing Objectives

Answer 14

• Simple sentences to identify what you want to accomplish through your marketing activities.
• Provide directions for employees of what to achieve and in what period
• SMART approach

Question 15

Political

Answer 15

• Government type and policy

- Funding, grants and initiatives

Question 16

Economical

Answer 16

• Inflation and interest rates

- Labour and energy costs

Question 17

Social

Answer 17

• Population, education, media

- Lifestyle, fashion, culture

Question 18

Technological

Answer 18

• Emerging technologies, Media

- Information and communication

Question 19

Legal

Answer 19

• Regulations and Standards

- Employment Law

Question 20

Environmental

Answer 20

• Weather, green and ethical issues

- Pollution, waste, recycling

Question 21

SMART Objectives

Answer 21

Specific
Measurable
Achievable
Realistic
Time-specific