Marketing & Commercial III. SWOT Analysis

Marketing and Marketing and Commercial area (III)Commercial area (III)

Maria Ángeles Díaz Capadomdiazcapado@gmail.com

OUR OBJECTIVESOUR OBJECTIVES

• The SWOT- Analysis• The Future Shock• Organizing the Sales dept.• Interaction between Sales & Marketing• Creating and Managing the Sales dept.• The Sales Meeting• Sales – Controlling• Remuneration

“in the jungle the gazelle must run faster than the fastest lion, or be eaten…”

Dwayne O. Andreas, Chairman & CEODwayne O. Andreas, Chairman & CEOArcher-Daniels Midland Co.:Archer-Daniels Midland Co.:

“and the lion must outrun the slowest gazelle,

or starve…”

Dwayne O. Andreas, Chairman & CEODwayne O. Andreas, Chairman & CEOArcher-Daniels Midland Co.:Archer-Daniels Midland Co.:

“It doesn´ t matter whether you are a gazelle or a lion…”

Dwayne O. Andreas, Chairman & CEODwayne O. Andreas, Chairman & CEOArcher-Daniels Midland Co.:Archer-Daniels Midland Co.:

“when the sun comes up,You would better be

running.”

Dwayne O. Andreas, Chairman & CEODwayne O. Andreas, Chairman & CEOArcher-Daniels Midland Co.:Archer-Daniels Midland Co.:

EVALUATION OF STAFF-MEMBERS EVALUATION OF STAFF-MEMBERS BY “SYSTEM OF THE 5 ASES” BY “SYSTEM OF THE 5 ASES”

Attitude – The willing to growAptitude- Sense of capabilityAmbition- The will to arrive to the top in a healthy and safe way.Action – not limiting ourself to creating plain visionsAltitude of objectives: challenging +reachable

BASES OF SUCCESS:BASES OF SUCCESS:

Preparation +

Knowledge+

Constant awareness

ANY ANY

QUESTIONS ?QUESTIONS ?

THE SWOT - ANALYSISTHE SWOT - ANALYSIS

Strengths

Weaknesses

Opportunities

Threats

Internal analysis

External analysis

THE SWOT - ANALYSISTHE SWOT - ANALYSIS

THE SWOT - ANALYSISTHE SWOT - ANALYSIS

S t r e n g t h sS t r e n g t h s W e a k n e s s e sW e a k n e s s e s

THE SWOT – ANALYSISTHE SWOT – ANALYSISstrenghs + weaknesses (internal)strenghs + weaknesses (internal)Resource Analysis

Capital

Human Resources

Information system

Information –flow

Fixed assets

Intangible assets

Activity Analysis

Management resources

Strategic resources

Internal structure

Creativity

THE SWOT – ANALYSISTHE SWOT – ANALYSISstrenghs + weaknessesstrenghs + weaknessesRisk Analysis

Regarding all resources and

operation procedures of our

enterprise.

Historical Analysis

Especially its impact on

different activities of the

whole organization and the

quality of its products &

services

THE SWOT – ANALYSISTHE SWOT – ANALYSISQuestions that help to determine advantagesadvantages:

1. What kind of technical advantages does the company have?

2. What do we do better than our competition? USP

3. Where are we located in our sector?4. What do our custmers perceive as strengths?5. What elements facilitate possible sales?

THE SWOT – ANALYSISTHE SWOT – ANALYSISQuestions that help to determine weaknesses:weaknesses:

1. Which activities are weaker than required?2. Where do we waste our strengths?3. What do our customers perceive as

weaknesses?4. Are we able to assimilate new requirements

of our customers?5. What can we improve?6. What has to be avoided?

ANY ANY

QUESTIONS ?QUESTIONS ?

THE SWOT – ANALYSISTHE SWOT – ANALYSISopportunities + threats (external)opportunities + threats (external)Market analysis

• Suppliers

• Distribution channels

• Clients

• Markets

• Competitiors

Interest group Analysis

• Government

• Public Institutions

• Trade-unions

• Activist groups

• The public in general

THE SWOT – ANALYSISTHE SWOT – ANALYSISopportunities + threats (external)opportunities + threats (external)

Environmental aspects Social

Technological

Economic

Environmental

Legal

Political

Ethical

STEEPLE ANALYSIS

THE SWOT – ANALYSISTHE SWOT – ANALYSISQuestions that help to determine opportunitiesopportunities:

1. Where are good business opportunities?2. What are interesting tendencies? 3. What kind of needs do our clients have but are not

offered by our competitors?4. Technological developments are on the market?5. Legal or political changes might possible occur on

our market?6. What kind of other changes will favour our range of

products?

THE SWOT – ANALYSISTHE SWOT – ANALYSISQuestions that help to determine threats:threats:

1. What tendencies could menace the existence of our company , our products /services?

2. What are our competitors doing?3. What obstacles are in our way?4. What kind of technological changes are threatening

our company position?5. Do we face any issues regarding capital resources?

ANY ANY

QUESTIONS ?QUESTIONS ?

THE SWOT – ANALYSISTHE SWOT – ANALYSIS

Now your turn…