Transcript SWOT analysis

A process and a strategy of the marketing
purpose
 the framework of the marketing
 Introduce marketing words
 what is SWOT analysis and Positioning ?
the framework of the marketing
(Macro-analysis)
(Micro-analysis )
3C analysis
PEST analysis
Environment
analysis
SWOT analysis
Segmentation
Strategy
planning
Targeting
Positioning
making plan (4P)
product
price
place
promotion
Operation
planning
A process and a strategy of the marketing
PEST analysis
PEST analysis stands for "Political, Economic,
Social, and Technological analysis" and
describes a framework of macroenvironmental factors used in the
environmental scanning component of
strategic management
3C analysis
The 3C’s model points out that a strategist
should focus on three key factors for
success. In the construction of a
business strategy, three main players
must be taken into account:
1,The Corporation
2,The Customer
3,The Competitors
Segmentation
A market segment is a sub-set of a market
made up of people or organizations sharing
one or more characteristics that cause them
to demand similar product and/or services
based on qualities of those products such as
price or function.
Targeting
A 'target market or target Audience is the
market segment which a particular product
is marketed to. It is often defined by age,
gender and/or socio-economic grouping.
A process and a strategy of the marketing
SWOT analysis
SWOT analysis is a strategic planning
method used to evaluate the Strengths,
Weaknesses, Opportunities, and Threats
involved in a project or in a business
venture.
What is SWOT Analysis?
* SWOT analysis is mainly used as
strategic planning tool for business
venture or project
* SWOT analysis is usually performed
using brainstorming
* SWOT analysis should be performed
with definite goal or end result or
objective. Otherwise it is not useful
* SWOT analysis is more subjective and
verification is tedious.
* In SWOT analysis, as Strengths &
Opportunities are positive factors,
Weaknesses & Threats form negative
factors
* SWOT analyzes following two factors:
* Internal factors – The strengths and
weaknesses internal to the organization
* External factors – The opportunities and
threats presented by the external
environment
T he S W O T analysis of the convenience food m aker
S trength
・Technology
Strengths: internal organization factors
that are helpful to achieving the project
objective
Weaknesses: internal organization factors
that are harmful to achieving the project
objective
Opportunities: external conditions that are
favorable to achieve the project objective
Threats: external conditions that are
unfavorable to achieve the project objective
W eakness
・The height of the
production cost
・M arketing
O pportunity
T hreat
・First in the new m arket/ ・The appearance of the
the reclam ation
sim ilar article
A process and a strategy of the marketing
Positioning
In marketing, positioning has come to mean
the process by which you try to create an
image or identity in the minds of their target
market for its product, brand, or organization
How to write positioning map
1, you set two factors to clarify a difference
2, you assign them to a vertical axis and the
horizontal axis
3,please write product, brand, or organization
An apparel industry in Japan (positioning map)
trend
BURB
H&M
ERRY
expensive
cheap
UNIQ
LO
quality