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Jeffery David Whippo, a business leader and educator, states that while it is not an easily completed task, it is possible for a company to make a truly objective appraisal of its strengths and weaknesses as long as personnel within the company are committed to the long-term success of the company and a proper framework is utilized to identify areas within the company that can be labeled as both strengths and areas for improvement. He implies that contrary to the traditional marketing audit which usually stresses the review of current problems, utilizing a proper strengths and weakness framework provides a systematic way to objectively appraise the performance (current) and strategic (long-term) moves of the marketing function. He further states that being able to provide an appraisal of the long-term moves of marketing is critical as item that are identified as strengths today may become weaknesses tomorrow and vice versa. He has indicated that there are 5 steps that a company can take to ensure that they create a successful framework for making a truly objective appraisal of its strengths and weaknesses. He also indicates that a company must be able to look deep inside their marketing processes in order to make a truly objective appraisal of its own company.
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Jeffery David Whippo Discusses Whether or not It is Possible for a Company to Make a Truly Objective Appraisal of its own Strengths and Weaknesses Jeffery David Whippo, a business leader and educator, states that while it is not an easily completed task, it is possible for a company to make a truly objective appraisal of its strengths and weaknesses as long as personnel within the company are committed to the long-term success of the company and a proper framework is utilized to identify areas within the company that can be labeled as both strengths and areas for improvement. Whippo implies that contrary to the traditional marketing audit which usually stresses the review of current problems, utilizing a proper strengths and weakness framework provides a systematic way to objectively appraise the performance (current) and strategic (long-term) moves of the marketing function. He further states that being able to provide an appraisal of the long-term moves of marketing is critical as item that are identified as strengths today may become weaknesses tomorrow and vice versa. Jeffery David Whippo has indicated that there are 5 steps that a company can take to ensure that they create a successful framework for making a truly objective appraisal of its strengths and weaknesses. 1. It must recognize that the process of defining strengths and weaknesses is primarily an aid to the individual manager in the accomplishment of his or her task. 2. The company must develop lists of critical areas for examination that are tailored to the responsibility and authority of each individual manager. 3. The business must recognize the important strategic role of defining attributes as opposed to efficiency or effectiveness. 4. The business must make the measures and the criteria to be used in evaluation of strengths and weaknesses explicit so that managers can make their evaluations against a common framework.
5. There must be a clear understanding of the difference in the use of identified strengths and identified weaknesses. Jeffery David Whippo indicates that a company must be able to look deep inside their marketing processes in order to make a truly objective appraisal of its own company.
