GET TO KNOW ABOUT SWOT ANALYSIS

THE ELEMENTS OF EFFECTIVE COMMUNICATION
lia s. Associates
GET TO KNOW ABOUT
SWOT ANALYSIS

GET TO KNOW ABOUT SWOT ASNALYSIS
STRATEGY
Strategic Planning
SWOT Analysis:
1. Internal Analysis
2. External Analysis
3. Target Market Analysis
4. Competitors Analysis

STRATEGIC PLANNING > What is it ?
A process of defining strategy or direction to make decisions on what
to do and how to achieve a certain goal.

STRATEGIC PLANNING > Why ?
What does it have to do with visual communication?
We have to know
+ Brand’s purpose
+ Internal and external environment
+ Specific goals,
In order to:
+ Communicate to the target market,
+ In an effective and efficient way.

NEVER ATTEMPT TO COMMUNICATE
WITHOUT KNOWING
THE GOAL

BRAND MISSION
The reason-for-being of the brand itself.
You are NOT the one to define this!
Ask those who create the brand…
(of course, unless you are the creator yourself)

INTERNAL / EXTERNAL ANALYSIS
One of the method to analyze
Internal and External Environment is with:
SWOT ANALYSIS

INTERNAL ANALYSIS > Strength
Internal attributes that are helpful as a basis for developing a
competitive advantage.
+ International brand.
+ Financially strong.
+ A lot of outlets.
+ Variety of menu.
+ Good franchise system.
+ Ability to adapt local markets.
+ Free Wi-Fi at some outlets.
+ Halal certificate.
+ etc.

INTERNAL ANALYSIS > Weakness
Internal attributes that can be a challenge or obstacle to be
competitive in the market.
+ Price is increasing.
+ Quality human resource.
+ High employee turnover.
+ No “owned suppliers”.
+ Fatty menu, could be harmful for health.
+ Facilities are getting old.
+ Difficulty for some outlets to maintain quality.
+ Low customer turnover.
+ etc.

External conditions that are / can be helpful as a basis for developing
a competitive advantage.
Even if the brand / company doesn’t exist, these opportunities will
still be there.
+ A younger generation that loves fast food.
+ Unexplored small towns in Kalimantan / Sulawesi.
+ Local tastes that can be adapted to the menu.
+ Younger generation needs internet at all time.
+ A lot of new malls / plazas opened.
+ etc.
EXTERNAL ANALYSIS > Opportunity

External conditions that can be a challenge or obstacle to be
competitive in the market.
Even if the brand / company doesn’t exist, these threats will still be
there.
+ People that are concern about their health.
+ Older generation that despite fast food.
+ Head-to-head competitors (A&W, Burger King)
+ Local competitors.
+ Increasing price of raw material.
+ People’s buying power is decreasing.
+ etc.
EXTERNAL ANALYSIS > Threat

Target Market Analysis :
1. Segmentation
2. Targeting
3. Positioning
+ Urban people.
+ Age : 1 - 55
+ Weekday : office workers, lunch hours, students.
+ Weekend : families, kids.
+ Middle-low → Middle → Middle-up → Up.
+ etc.
EXTERNAL ANALYSIS > Target Market

EXTERNAL ANALYSIS > Competitor
Competitor Analysis
Assessment of the strengths and weaknesses of current and
potential competitors.

COMPETITOR
Kentucky Fried Chicken
+ Specialized in fried chicken.
+ Serves “rice-habit” better.
+ Better taste of chicken (subjective, of course). - etc.

COMPETITOR
Burger King
+ Specialized in burger.
+ Flame-grilled burger.
+ Only available in Jakarta.
+ Possibly expand to other areas soon.
+ Higher price.
+ etc.

DEFINING A GOAL
Now that we know our:
+ Strength
+ Weakness
+ Opportunity
+ Threat
+ Target Market
+ Competitor
We can define a GOAL
to support the brand mission

DEFINING A GOAL
We can adapt to local market.
We serves wi-fi, while other fast-food have not.
We don’t really sell healthy food.
Market is still big in Indonesia.
Younger generation are internet-minded.
Goal:
To promote McD as the place to surf the net,
while enjoying McD’s menu and hanging out.

Goal:
To promote McD as the place to surf the net,
while enjoying McD’s menu and hanging out.
Strategy:
+ Use of media (posters, billboards, etc.)
+ To create a promise that our wi-fi connection is as fast as our
food.
+ To make sure the “young target market” feel smart that they can
understand the visual ad.
MAKE A STRATEGY

Strengths
+ Patents
+ Strong brand names
+ Innovative product (USP)
+ Good reputation among customers
+ Favorable access to distribution networks
+ etc
Resources and capabilities that can be used as a basis for developing a
competitive advantage.

Weaknesses
+ Lack of patent protection
+ A weak brand name
+ Lack of innovation
+ Poor reputation among customers
+ Lack of access to distribution channels
+ etc

Opportunities
The external environmental analysis may reveal certain new
opportunities for profit and growth.
+ An unfulfilled customer need
+ Arrival of new technologies
+ Loosening of regulations
+ Removal of international trade barriers
+ etc

Threats
Changes in the external environmental also may present threats to
the firm.
+ Shifts in consumer tastes away from the firm's products
+ Emergence of substitute products
+ New regulations
+ etc

USING SWOT TO
COMMUNICATE VISUALLY > Strength
Product : Car Alarm
Strength : People don’t take any notice to car
alarm sound anymore.
So, we want to make sure that our
alarm scares the thief away.
Alarm sound as loud as
a nuclear bomb!!!

USING SWOT TO
COMMUNICATE VISUALLY > Strength
Product : Pen
Strength : Ability to write up to
23,124,548,448,152 words

USING SWOT TO
COMMUNICATE VISUALLY > Weakness
Product : Car Rental
Weakness : We are number 2 in the business
and the market leader is VERY BIG,
that makes it hard for us
to compete directly.

USING SWOT TO
COMMUNICATE VISUALLY > Opportunity
Product : Digital Camera
Opportunity : Trend among people to
purchase camera with
high ZOOM capabilities.

USING SWOT TO
COMMUNICATE VISUALLY > Opportunity
Product : Fast Food
Opportunity : Youth needs internet
anywhere, anytime

USING SWOT TO
COMMUNICATE VISUALLY > Threat
Product : Portable Game Console
Threat : People above 30 starting to
quit playing…

S – W = (x)
O – T = (y)
The Formula

Quadrant 1 (EXPANSION)
S-O strategies pursue opportunities that are a good fit to the
company's strengths, That situation supports growth oriented
strategies.
How To : Introducing new brand, new variation, entering new
segment, Innovations, etc.

Quadrant 2 (COMBINATION)
S-T strategies identify ways that the firm can use its strengths
to reduce its vulnerability to external threats.
How To : Empowered current brand image and brand loyalty,
Innovations, etc

Quadrant 3 (STABILITY)
W-O strategies overcome weaknesses to pursue opportunities.
How To : Maintaining brand image, brand loyalty, Customer, etc.

Quadrant 4 (RETRANCHMENT)
W-T strategies establish a defensive plan to prevent the firm's
weaknesses from making it highly susceptible to external threats
How To : Consolidation, Fix product image, Re-Branding, etc.

IF YOU FAIL TO PLAN
YOU PLAN TO FAIL

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GET TO KNOW ABOUT SWOT ANALYSIS

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