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  • 1. SWOT analysis The strengths and weaknesses of a SWOT analysis focus on the current market position of a business in relation to its: • Customers – is the business meeting the needs of its target markets • Competitors- is the business offering a better way of meeting customer needs compared with its competitors • Internal resources- is the business making effective use of its internal resources to meet customer needs and deal with competition The opportunities and threats of a SWOT analysis focus on the future market position of a business. • Use the strengths and limit the weaknesses to help plan for future development, marketing strategies and activities. • Opportunities and threats should grow out of an objective consideration of the real strengths and weaknesses of the business. • Specific information must be collated before the process begins and personnel need to adopt a truly objective position if the process is to be successful and worthwhile. The main purpose of a SWOT analysis: • Identify market opportunities
  • 2. • To avoid complacency about market position – a self evaluating organization • As a safety check before embarking on major new project • As a response to change – change of director might initiate a SWOT analysis to gauge the strength of the team. • There is no set procedure for carrying out a SWOT analysis but care must be taken to identify weaknesses if the process is to serve its purpose. A weakness may purely be lack of information, or lack of suitably qualified staff.
  • 3. SWOT analysis of Marks and Spencer Strengths Weaknesses • Sales of clothes have stabilised, and • Resignation of three key members food sales have increased of staff: George Davies, finance • Total group sales up 3.3% with director; Andrea White and Melanie food sales up 2.7% Davies – head of merchandising • New chief executive with fresh • Previous poor performance, seven ideas and sales led growth straight quarters of falling sales • Good advertising • More expensive than other high • Used iconic models to attract core street stores – limited market. target group. • Focusing on older generation may • George Davies lose younger market. • Product diversification – home and furniture • Turnaround in sales and growth Opportunities Threats • Rebuild the company’s image with • Previously tarnished reputation and continued advertising such as the image successful M & S food adverts • Competitor product ranges which • Focus on core market directly compete with M & S food • UK has an ageing population such as Tesco finest • Introducing wider ranges such as • Decline of the high street Per Una, Autograph and Classic • May lose youth market collection to stores • General increase in internet • Use younger more contemporary shopping models to attract younger • Social tastes generation. • Branding • Internet food shopping but opportunities may be limited • Other services – eg banking, insurance, savings etc.
  • 4. SWOT analysis of Marks and Spencer Strengths Weaknesses Opportunities Threats