Marketing & Commercial III. SWOT Analysis

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Marketing & Commercial III for CEM. SWOT analysis. Part I

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Marketing & Commercial III. SWOT Analysis

  1. 1. Marketing and Commercial area (III) Maria Ángeles Díaz Capado [email_address]
  2. 2. OUR OBJECTIVES <ul><li>The SWOT- Analysis </li></ul><ul><li>The Future Shock </li></ul><ul><li>Organizing the Sales dept. </li></ul><ul><li>Interaction between Sales & Marketing </li></ul><ul><li>Creating and Managing the Sales dept. </li></ul><ul><li>The Sales Meeting </li></ul><ul><li>Sales – Controlling </li></ul><ul><li>Remuneration </li></ul>
  3. 3. <ul><ul><li>“ in the jungle the gazelle must run faster than the fastest lion, or be eaten…” </li></ul></ul>Dwayne O. Andreas, Chairman & CEO Archer-Daniels Midland Co.:
  4. 4. <ul><ul><li>“ and the lion must outrun the slowest gazelle, </li></ul></ul><ul><ul><li>or starve…” </li></ul></ul>Dwayne O. Andreas, Chairman & CEO Archer-Daniels Midland Co.:
  5. 5. <ul><ul><li>“ It doesn´ t matter </li></ul></ul><ul><ul><li>whether you are </li></ul></ul><ul><ul><li>a gazelle or a lion…” </li></ul></ul>Dwayne O. Andreas, Chairman & CEO Archer-Daniels Midland Co.:
  6. 6. <ul><ul><li>“ when the sun comes up, </li></ul></ul><ul><ul><li>You would better be running.” </li></ul></ul>Dwayne O. Andreas, Chairman & CEO Archer-Daniels Midland Co.:
  7. 7. EVALUATION OF STAFF-MEMBERS BY “SYSTEM OF THE 5 ASES” <ul><li>Attitude – The willing to grow </li></ul><ul><li>Aptitude- Sense of capability </li></ul><ul><li>Ambition- The will to arrive to the top in a healthy and safe way . </li></ul><ul><li>Action – not limiting ourself to creating plain visions </li></ul><ul><li>Altitude of objectives: challenging +reachable </li></ul>
  8. 8. BASES OF SUCCESS: <ul><li>Preparation </li></ul><ul><li>+ </li></ul><ul><li>Knowledge </li></ul><ul><li>+ </li></ul><ul><li>Constant awareness </li></ul>
  9. 9. <ul><li>ANY </li></ul><ul><li>QUESTIONS ? </li></ul>
  10. 10. THE SWOT - ANALYSIS <ul><li>Strengths </li></ul><ul><li>Weaknesses </li></ul><ul><li>Opportunities </li></ul><ul><li>Threats </li></ul>Internal analysis External analysis
  11. 11. THE SWOT - ANALYSIS
  12. 12. THE SWOT - ANALYSIS S t r e n g t h s W e a k n e s s e s
  13. 13. THE SWOT – ANALYSIS strenghs + weaknesses (internal) <ul><li>Resource Analysis </li></ul><ul><li>Capital </li></ul><ul><li>Human Resources </li></ul><ul><li>Information system </li></ul><ul><li>Information –flow </li></ul><ul><li>Fixed assets </li></ul><ul><li>Intangible assets </li></ul><ul><li>Activity Analysis </li></ul><ul><li>Management resources </li></ul><ul><li>Strategic resources </li></ul><ul><li>Internal structure </li></ul><ul><li>Creativity </li></ul>
  14. 14. THE SWOT – ANALYSIS strenghs + weaknesses <ul><li>Risk Analysis </li></ul><ul><li>Regarding all resources and operation procedures of our enterprise . </li></ul><ul><li>Historical Analysis </li></ul><ul><li>Especially its impact on different activities of the whole organization and the quality of its products & services </li></ul>
  15. 15. THE SWOT – ANALYSIS Questions that help to determine advantages : <ul><li>What kind of technical advantages does the company have? </li></ul><ul><li>What do we do better than our competition? USP </li></ul><ul><li>Where are we located in our sector? </li></ul><ul><li>What do our custmers perceive as strengths? </li></ul><ul><li>What elements facilitate possible sales? </li></ul>
  16. 16. THE SWOT – ANALYSIS Questions that help to determine weaknesses: <ul><li>Which activities are weaker than required? </li></ul><ul><li>Where do we waste our strengths? </li></ul><ul><li>What do our customers perceive as weaknesses? </li></ul><ul><li>Are we able to assimilate new requirements of our customers? </li></ul><ul><li>What can we improve? </li></ul><ul><li>What has to be avoided? </li></ul>
  17. 17. <ul><li>ANY </li></ul><ul><li>QUESTIONS ? </li></ul>
  18. 18. THE SWOT – ANALYSIS opportunities + threats (external) <ul><li>Market analysis </li></ul><ul><li>Suppliers </li></ul><ul><li>Distribution channels </li></ul><ul><li>Clients </li></ul><ul><li>Markets </li></ul><ul><li>Competitiors </li></ul><ul><li>Interest group Analysis </li></ul><ul><li>Government </li></ul><ul><li>Public Institutions </li></ul><ul><li>Trade-unions </li></ul><ul><li>Activist groups </li></ul><ul><li>The public in general </li></ul>
  19. 19. THE SWOT – ANALYSIS opportunities + threats (external) <ul><li>Environmental aspects </li></ul><ul><li>Social </li></ul><ul><li>Technological </li></ul><ul><li>Economic </li></ul><ul><li>Environmental </li></ul><ul><li>Legal </li></ul><ul><li>Political </li></ul><ul><li>Ethical </li></ul>STEEPLE ANALYSIS
  20. 20. THE SWOT – ANALYSIS Questions that help to determine opportunities : <ul><li>Where are good business opportunities ? </li></ul><ul><li>What are interesting tendencies ? </li></ul><ul><li>What kind of needs do our clients have but are not offered by our competitors? </li></ul><ul><li>Technological developments are on the market? </li></ul><ul><li>Legal or political changes might possible occur on our market? </li></ul><ul><li>What kind of other changes will favour our range of products? </li></ul>
  21. 21. THE SWOT – ANALYSIS Questions that help to determine threats: <ul><li>What tendencies could menace the existence of our company , our products /services? </li></ul><ul><li>What are our competitors doing? </li></ul><ul><li>What obstacles are in our way? </li></ul><ul><li>What kind of technological changes are threatening our company position? </li></ul><ul><li>Do we face any issues regarding capital resources? </li></ul>
  22. 22. <ul><li>ANY </li></ul><ul><li>QUESTIONS ? </li></ul>
  23. 23. THE SWOT – ANALYSIS <ul><li>Now your turn… </li></ul>

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