Portfolio Analysis and S.W.O.T Analysis. Tools for Strategic Marketing Planning . Strategic Business Units. Strategic business units (SBUs) share three characteristics: Single business or collection of businesses which can be managed separately Has own set of competitors
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Tools for Strategic Marketing Planning
The Boston Consulting Group’s Growth-Share Matrix
Encompasses both internal and external environments
One of the most effective tools in the analysis of environmental data and informationSWOT Analysis
Failure to understand the difference between internal and external issues is one of the major reasons for a poorly conducted SWOT analysis.
“Know thy customer”
“Know thy competitors”
“Know thy environment”Directives for a ProductiveSWOT Analysis
Scale and Cost Economies
Size and Financial Resources
Intellectual, Legal, and Reputational Resources
Opportunities and Threats (External)
Trends in the Competitive Environment
Trends in the Technological Environment
Trends in the Sociocultural EnvironmentThe Elements of a SWOT Analysis
The assessment of strengths and weakness should look beyond products and resources to examine processes that meet customer needs. Offer solutions to customer problems instead of specific products.
Achieving goals and objectives depends on transforming
strengths into capabilities by matching them with opportunities.
Weaknesses can be converted into strengths with strategic
investment. Threats can be converted into opportunities with
the right resources.
Weaknesses that cannot be converted become limitations which must be minimized if obvious or meaningful to customers.SWOT-Driven Strategic Planning
Information generated from the SWOT analysis can be shared across functional areas.
SWOT analysis can generate communication between managers that ordinarily would not communicate.
Creates and environment for creativity and innovation.
Examine Issues from the Customers’ Perspective
Look for Causes, Not Characteristics
Separate Internal Issues from External IssuesDirectives for a ProductiveSWOT Analysis
What do customers (and non-customers) believe about us as a company?
What do customers (and non-customers) think of our product quality, customer service, price, overall value, convenience, and promotional messages in comparison to our competitors?
What is the relative importance of these issues as customers see them?
Taking the customers’ perspective is the cornerstone of a well done SWOT analysis.Directives for a ProductiveSWOT Analysis
Causes for each issue in a SWOT analysis can often be found in the firm’s and competitors’ resources.
Major types of resources:
Financial, intellectual, human, organizational, informational, legal, relational, reputational, etcDirectives for a ProductiveSWOT Analysis