Gurus On Marketing

On the other hand, portfolio models must be used cautiously. They
may lead the company to place too much emphasis on the marketshare
growth and entry into high-growth businesses, to the
neglect of managing the current businesses well. The results are
sensitive to the ratings and weights and can be manipulated to
produce a desired location in the matrix...’
SWOT (Strengths, Weaknesses,
Opportunities and Threats) analysis
This approach, which has been explained by Ansoff and Kotler, involves
analysing the strengths, weaknesses, opportunities and threats facing
businesses.
In order to succeed, businesses need to understand what their
strengths are and where they are vulnerable. They need this assessment
of their internal resources and capabilities in order to take
advantage of opportunities in the market place and to face the challenges
from competitors and the outside environment. Businesses have
to aim to achieve ‘strategic fit’.
Strengths
Looking inside your organisation considers what strengths you have
in relation to your resources and capabilities, structure, culture, leadership,
products, systems, values and processes.
Weaknesses
What weaknesses do you have in relation to the above factors?
Consider what is done badly and what could be avoided. What are
the key bottlenecks etc?
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GURUS ON MARKETING