SWOT

Question 1

The marketing process

Answer 1

strategy
tactics
implementation and evaluation
analysis

Question 2

strengths and weeknesses

Answer 2

internal but also keeping competition in mind
strenght: relative to the main competitors
weakness: relative to the main competitors

Question 3

opportunities and threats

Answer 3

external
opportunity: positive development if current strategy is not changed
threat: negative development if current strategy is not changed

Question 4

starting point

Answer 4

internal analysis
external analysis

Question 5

teamwork step by step

Answer 5

individually list all possible swot issues
make sure to include all relevant items from your entire analysis
Only issues with sufficient supporting evidence
make a group swot and decide on the importance ranking
keep about 10 key issues from the internal analysis and 10 from the external analysis

Question 6

reflecting on your swot

Answer 6

make sure the core problem can be read in your swot
reflect on what could happen in case the current strategy is maintained
define the gap between the set goals and the expecteed result: will this result lead to achieving your company mission

Question 7

next step

Answer 7

coming up with new strategies

Question 8

3 main steps from swot to strategy

Answer 8

determine strategic issues
determine potential strategies for the future
decide on the strategy to implement

Question 9

use your swot in a confrontational way

Answer 9

list all the opportunities and threats (external)
review the potential impact of each of your strengths and weaknesses on each opportunity or threat

Question 10

determine strategic issues

Answer 10

finally write out all identified interactions clearly referencing to the number of the corresponding swot item

Question 11

examples of swot interactions

Answer 11

growing dissatisfactino of consumers in the low end market
consumers want a more user friendlly design of digital cameras
growing B2C camera sales thanks to online photo sharing

Question 12

determine potential strategies for the future

Answer 12

use group brainstorming on possible strategic directions
warm up and keep an open mindset
focus on strategic direction and not on tactics
have a clear idea on who is your target group and what is your positioning
list all the possible strategies and reference the relevant swot elements

Question 13

decide on the strategy to implement

Answer 13

List all relevant potential strategies as wel as the status quo strategy
evaluate every marketing strategy
choose the strategic option which comes best out of this evaluation

Question 14

evaluate every marketing strategy on

Answer 14

appropriateness
- does the marketing strategy fit the organizations mission - statement, goals and strategies, marketing goals
feasibility
- Financial resources available?
- organizational capabilities available?
- economical goals of the organization can be reached?
- technically possible to do
- socially acceptable when comparing the organizations values?
- legally possible?
- ecologically responsible?
Expected result and risk