Portfolio Analysis and S.W.O.T Analysis. Tools for Strategic Marketing Planning . PORTFOLIO ANALYSIS. Most corporations have multiple product lines and strategic business units. Challenge: How can you effectively manage these various units?
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Tools for Strategic Marketing Planning
Lipton Iced Tea
Fruit Works juice
KMX energy drink
Nestea Iced Tea
Mad River TradersWho Owns Which Portfolio?
The Boston Consulting Group’s Growth-Share Matrix
“A widely used framework for organizing and utilizing the pieces of data and information gained from the situation analysis…”SWOT Analysis
Strengths and Weaknesses (Internal) pieces of data and information gained from the situation 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
Four issues the marketing manager must recognize: pieces of data and information gained from the situation 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
Stay Focused pieces of data and information gained from the situation analysis…”
It is a mistake to complete one generic SWOT analysis for the entire organization or business unit.
Search Extensively for Competitors
Brand, Product, Generic, Total budget competitorsDirectives for a ProductiveSWOT Analysis
Examine Issues from the Customers’ Perspective pieces of data and information gained from the situation 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
Look for Causes, Not Characteristics pieces of data and information gained from the situation 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
Separate Internal Issues from External Issues pieces of data and information gained from the situation 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