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SWOT ANALYSIS & TARGET MARKET

SWOT ANALYSIS & TARGET MARKET. SWOT Analysis. Strengths: Value to organization Weaknesses: Risks to organization Opportunities: Ability to exploit Threats: Ability to address . Conducting a SWOT analysis.

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SWOT ANALYSIS & TARGET MARKET

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  1. SWOT ANALYSIS &TARGET MARKET

  2. SWOT Analysis Strengths: Value to organizationWeaknesses: Risks to organizationOpportunities: Ability to exploitThreats: Ability to address

  3. Conducting a SWOT analysis Internal analysis: strength & weaknesses of the organisation based on its resources and capabilities External analysis: opportunities & threatsin the external environment that confront the business

  4. Strengths • The product or service and its features and benefits • Strong brands • High brand awareness • Loyal customers • Staff with high levels of marketing skills • Technological resources • Good supplier networks

  5. Weaknesses • Small market share • Poor brand awareness • Lack of marketing experience and knowledge • Poor finances • Obsolete or outdated technology • Old, run down and out of way store locations • No established market position • Poor quality products or services

  6. Opportunities • Growing markets • New markets • High levels of consumer or customer spending • Elimination of trade barriers • Development of freer market • Social changes that make the product or service category more popular

  7. Threats • The actions and resources of competitors • New competitors entering the market • Intense competition and price wars amongst competitors • Low customer awareness and brand loyalty for all brands in the market • Availability of new or substitute products • Changes to government laws and regulations, changes in social values, attitudes that are not favourable to the organisation and the products it provides

  8. Analysing the market • Define the market that your organisation competes in • Determine the market’s size and growth rate • Identify the customer segments that exist within the overall market • Select key segments to target with your product/service offerings

  9. Market segmentation Demographic segmentation age, gender, family life cycle, marital status, religion, ethnicity, education level, occupation, income level Geographic segmentation countries, states, regions, cities, suburbs, neighbourhoods Psychographic segmentation lifestyle, values, attitudes, beliefs, personality Behavioural segmentation benefits sought, usage status, usage rate, loyalty, buyer readiness

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