Market Analysis and Segmentation. SWOT Analysis
Category: Marketing
Next you should list your organization’s key internal strengths and weaknesses and the external opportunities and threats most likely to affect it.
Strengths
— Capable senior management attitude, determination to change- and willingness
to delegate «- Motivated employees- Good technical skills and experience- Adaptable workforce
— Strong market position with an estimated (claimed) 50? market share- Offers a reasonable comprehensive product ran c for small medium size market segment
— Well focused on target markets and concentrating on domestic sales
— Robust equipment — it does the job
— Flexible production facilities and practices
— Good after sales service
— Good relationship with a notable and technologically advanced western supplier
Weaknesses
— No working capital
— No dedicated marketing (designers / engineers are responsible as a secondary activity)
— Limited marketing and sales skills at all levels
— High premium accorded to technical capabilities over sales & marketing
— Efforts by the majority of engineering personnel to understand and practice new business and marketing concepts not shared by all at middle management level »
— Very limited stocks held
— No distribution arrangements
— Disproportionate burden of overheads (200 300% salary) costs)
— Machinery appears too utilitarian in comparison with competition
— Minor design and cosmetic treatment would remedy
— Sometimes dependent on other departments for production and loans
— Have limited information on the overall market and potential
— Limited knowledge of competitors’ products and activities
— Machinery perceived as lower quality than imports
— Domestically manufactured machinery perceived as having high maintenance costs
— Unprofessional marketing and promotional tools / literature, etc.- Image of enterprise appears poor and colorless
— No dedicated machine tools for promotion.
Opportunities
— To become and be recognised nationally as the Russian labeling specialists for consumers goods labeling
— Expanding market especially for Russian foodstuffs
Threats
— Imports from existing Western manufacturers
— Increasingly attractive expanding market where no commercial, economic or technical barriers to importers exist- Numerous small Russian competitors- Importers hold stocks- Possibility of other enterprises entering market- Imports perceived as of better quality- Imports seen as more stylish and better finished