STRATEGIC

MARKETING
SWOT Analysis
and
Marketing Plan

MBA (FM/HR/IT) 2009-11

III Trimester

By-
Balram Chaudhary
WHAT IS SWOT ANALYSIS?

 SWOT Analysis is an important planning tool that helps

a Person or an Institution identify, in a systematic and
organized way, its internal strengths/weakness

 Helps it match these strengths/weaknesses with the

opportunities or threats in the environment.
WHAT IS ORGANIZATION’S SWOT ?

S W O T for a organization’s strategy to be well

conceived, it must be matched to both
 Take advantage of internal Strengths

 Defend against Weaknesses

 Identify the best market Opportunities

 Minimize external Threats

SWOT ANALYSIS
Strengths
 Powerful strategy
 Strong financial condition
 Strong brand name image/reputation
 Market leadership
 Cost Leadership
 Product innovation
 Good customer service
 Better product quality
 Alliances or JVs
Weaknesses
 No clear strategic direction
 Obsolete facilities
 Weak balance sheet; excess debt
 Missing some key skills/ competencies
 Internal operating problems
 Falling behind in R&D
 Weak marketing and communications skills
CONTN’D

Opportunities Potential Resource Threats

 Serving additional “customer” groups  Entry of strong new competitors

 Substitute products or services

 Expanding to new geographic areas
 Slowing market growth
 Expanding product line
 Adverse shifts in political or
 Transferring skills to new products or
 economic conditions
services
 Take market share from rivals
 Growing power of customers or

 Alliances or acquisitions  suppliers

 Extend brand name/image  Reduced buyer needs for product or services

 Demographic changes
 SWOT ANALYSIS
• Technical Skills
• Leading Brands
• Distribution Channel
• Customer Loyalty
• Product Quality
• Management
• Changing customer tastes
• Liberalization of geographic market
• Technical advances
• Changes in govt politics
• Lower personal taxes
• Changes in population age structure
• New distribution channels
• Absence of Important skills
• Weak Brands
• Poor distribution system
• Low customer retention
• Poor product quality
• Poor Management
• Changing customer tastes
• Closing of geographic market
• Technical advances
• Changes in government politics
• Tax increase
• Changes in population age structure
• New distribution channels
Build on your
Strengths

Recognise your
Weakness

Evaluate your
Opportunities Research your
Threats
TOOLS FOR STRATEGY
FORMULATION
 SO Strategies: Use strengths to take advantage
of Opportunities
 WO Strategies: Overcome weaknesses to take
advantage of Opportunities
 ST Strategies: Use Strengths to avoid Threats
 WT Strategies: Minimize Weaknesses and avoid
Threats
MARKETING PLAN
 A marketing plan is a written document that summarizes
what the marketer has learned about the marketplace and
indicates how the firm plans to reach its marketing
objectives
CONTENTS OF THE MARKETING PLAN
 Executive summary and table of content
 Situation Analysis

 Marketing Strategy

 Financial Projections

 Implementation controls
 Executive Summary and Table of Contents
 Open with a brief of goals and recommendations
 The executive summary helps senior managers to understand plan in
a fast way
 There should be a table of contents after executive summary

 Situation Analysis
 This section presents relevant background data on sales, costs, the
market, competitors etc
 How is the market? How big is it? How fast it is growing? Etc
 SWOT analysis
 Marketing Strategy
 Here the manager develop the appropriate marketing strategy for the
product or service
 All this is done by taking into consideration the other organizational
areas like, purchasing, manufacturing, sales, finance and HR etc
 Marketing strategy should be specific about branding strategy and
customers strategy
 Financial Projection

 It includes sales forecast, expense forecast and break-even analysis

 Forecasted sales volume by month and product category are put on

revenue side

 Expected cost of marketing etc are put on the expense side

 Implementation controls

 Goals and budgets are made on monthly, quarterly or yearly basis to

control over the plan

 Internal and external factors are taken to find the modification

required