Analysis of the strengths and weaknesses of the company

The strengths (advantages) of the company are its features that make it possible to identify and form competitive advantages.

Weaknesses (weaknesses) of the company are those indicators that determine its competitive vulnerability.

The object of the analysis of the strengths and weaknesses of the company are its internal factors. The process of this analysis is shown in the figure below:

At the stage of formation of indicators by which the strengths or weaknesses of the company are determined, five main sections are used - marketing, production, finance, organization, personnel.

Analysis of marketing opportunities and threats

A company's marketing capabilities are the favorable external aspects of a company's marketing activities that can achieve competitive advantage in the sales market.

Marketing threats are unfavorable trends in the development of the marketing external environment that can negatively affect the company's position in the market.

Marketing opportunities and threats are determined based on the analysis of the external marketing environment.

Depending on the ratio of the nature of marketing opportunities and threats of strategic business units, companies are placed in the squares of the matrix:

The ideal strategic business unit encompasses a type of business characterized by high marketing opportunities and low threats.

An attractive strategic business unit has significant marketing opportunities, but also great threats.

A mature strategic business unit is characterized by few marketing opportunities and few threats, which is typical of the maturity stage of the product life cycle.

A dangerous strategic business unit has large marketing threats with little marketing opportunity.

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.