SWOT Analysis

"A SWOT Analysis is an overall evaluation of the company’s strengths (S), weaknesses (W), opportunities (O), and threats (T)" (Marketing an Introduction, Gary Armstrong and Philip Kotler, 56).

Strengths:

User sales control and direction
Right products, quality and uniqueness
Product performance vs. competitors’
Some staff has experience of user
Customer lists
Direct delivery capability
Product redistribution is ongoing
Can serve from existing locations
Products have required accreditations
Management is committed and confident

Weaknesses:

Customer lists not tested
Some gaps in range for certain locations
We would be a small player
No direct marketing experience
We cannot supply end-users abroad
Limited budget
No pilot or trial done yet
Delivery-staff need training

Opportunities:

Could develop new flavors
Local competitors have poor products
Profit margins will be good
End-users respond to new ideas
Could extend to overseas
New specialist applications
Surprise competitors
Support core business economies
Could seek better supplier deals

 Threats:

Environmental effects would favor larger competitors
Existing core business distribution risk
Market demand
Retention of key staff critical
Vulnerable to reactive attack by major competitors

“Online direct marketing spending is growing at a blistering pace—about 16 percent a year. The Web now accounts for about 20 percent of direct marketing-driven sales” (Marketing an Introduction, Gary Armstrong and Philip Kotler, 458).