SWOT analysis

Analysis of the strengths and weaknesses of the company, marketing opportunities and threats.

The term "SWOT-analysis" is formed from the first letters of the English words "strength, weakness, opportunities and threats" (Strength, Weakness, Opportunities, Threats).

SWOT-analysis is the internal and external factors of the marketing environment, the analysis of which makes it possible to determine the positive or negative impact on the company's marketing activities.

The main tasks of a SWOT analysis include:

1. Search for marketing opportunities, according to the resources of the company.

2. Identification of marketing threats and development of means to reduce their impact.

3. Finding the strengths of the company and comparing them with market opportunities.

4. Determination of the company's competitive advantages and the formation of strategic priorities.

The essence of the SWOT matrix is the possibility of different combinations of strengths and weaknesses, opportunities and threats to form an optimal marketing strategy for the company according to the conditions of the market environment.

According to the SWOT matrix, there are 4 main types of strategy:

1. A strategy that uses the strengths of the company to realize marketing opportunities. One of the most promising strategies.

2. A strategy that uses the strengths of the company to eliminate marketing threats.

3. A strategy aimed at minimizing the weaknesses of the company through the use of marketing opportunities

4. A strategy aimed at minimizing the company's weaknesses and potential marketing threats.

Forecast of the impact and consequences of changes in the marketing environment

The forecast of the possible impact and changes in the marketing environment covers the analysis of retrospectives and forecasting the future situation based on the development of events.

Forecasting is carried out by extrapolation, modeling and intuition using the Delphi method, cross matrix, scenario development.

The Delphi method involves an individual survey of a certain group of experts regarding the development trend of a particular phenomenon. The results obtained are analyzed, combined, generalized. The summarization results are returned to the respondents.

The extrapolation method does not indicate the reason for the change in the factor, but illuminates the retrospective of its development. This method is effective when it is necessary to study the nature of changes.

The cross matrix is used to clarify the relationship between changes and their degrees of importance. Changes are placed on both sides of the matrix. This ensures that all factors are assigned the same output positions. Events are placed in chronological order and each field, except for the diagonal ones, is considered to determine:

- changes in the probability of occurrence of another factor;

- strengthen or weaken the effect of another factor;

- accelerate or delay the occurrence of another event.

Scripting method. A scenario is a kind of image of the future, which describes the events and conditions by which the situation is described. As a rule, several scenarios are developed, for which appropriate strategies are formulated. Using this method requires determining the number of project scenarios, who will develop them, which areas should be considered priorities, how much time to allocate for development.

Modeling. Once the relationship between cause and effect is established, econometric models are developed to predict economic change. In the event of changes in the conditions and position of factors, corresponding changes are made to the models.

Changes in the marketing environment

To determine the changes in the marketing environment, you can consider the following options:

1) Studying the environment - from external to internal changes

2) Studying the environment - from internal to external changes

In the first case, macro-environment factors are assessed, thereby determining their impact on the company's activities.

In the second case, the factors of the microenvironment and the internal environment of the company are evaluated, thereby taking into account the impact on the macroenvironment.

The process of identifying potential changes forms the basic principles for collecting information and registering changes:

The collection of information can be:

1) Permanent (system for collecting and processing information)

2) Regular (at regular intervals)

3) Random (irregular)