SWOT Rubric SWOT Rubric Market Segmentationview longer description10 to >0 ptsFull Marks0 ptsNo Marks/ 10 ptsTarget Marketview
SWOT RubricSWOT RubricCriteriaRatingsPtsMarket Segmentationview longer description10 to >0 ptsFull Marks0 ptsNo Marks/ 10 ptsTarget Marketview longer description15 to >0 ptsFull Marks0 ptsNo Marks/ 15 ptsCompetitionview longer description10 to >0 ptsFull Marks0 ptsNo Marks/ 10 ptsSWOTview longer description45 to >0 ptsFull Marks0 ptsNo Marks/ 45 ptsFormat, grammar and integrityview longer description20 ptsFull Marks0 ptsNo Marks/ 20 ptsTotal Points: 0
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Market Analysis and SWOT Assignment
Students, you can use this template for your assignment by double clicking on the elements, deleting them and adding your own analysis.
Industry Overview
Briefly describe your organization and its primary business. Only use what is relevant to it. One page max.
Industry category – Which specific industry category does the business belong to? The industry code list is available online.
Industry characteristics – Define the specific characteristics of the industry. Identify the major players along the chain, including suppliers, competitors, and customers.
Industry regulations – Identify the rules or regulations that the business must comply with and how they will be met.
Market growth and trends – Evaluate the growth trajectory of the industry, especially whether there are new products or competitors entering the market. Also consider any future changes that may affect the business. For example, cost of raw materials, external influences that may increase demand for the company’s services.
Stability – Assess the relative stability of the industry, both historically and currently.
Market Segmentation
Provide a general description of the organization’s market and size. Use the diagram below to think about the market. One page max.
Location Size (are there enough customers to support the business?) Demographics (age, gender, ethnicity, etc.) Buyer characteristics (their likes and dislikes) Consumer needs (solutions they require)
Market segmentation involves looking at the entire market and then breaking it down into one or two target markets.
Total Available Market (TAM)
Serviceable Available Market (SAM)
Target Market
Market Shape
When segmenting the market, start by defining the Total Available Market (TAM), then Serviceable Available Market (SAM), and finally Target Market (TM).
Total Available Market – This represents the entire industry the business is operating in. It includes all the different types of customers who are potentially interested in the company’s services. For example, if operating a home-based bakery, the TAM is everyone who is interested in buying baked products. Provide data on the number of prospects in the industry, for example, businesses, households, etc.
Serviceable Available Market – This is a subset of TAM and represents all the customers that the business can effectively serve. As a home-based bakery, for example, it may not be possible to serve everyone in the country. Therefore, the SAM may need to be defined according to geography. It would be reasonable to sell products to people in nearby towns.
Target Market – This is a subset of SAM and represents the specific intended customers to serve. For example, it is possible to segment the target market according to criteria such as price (high-priced versus low-priced), quality, geography, occasion (kid’s birthday cakes, pastries for office workers), and others. Ask why the business is selecting a particular target market. By narrowing down on the target market, it will be easier to focus sales and marketing efforts on the type of customers who are most likely to buy the business’ products.
As the business grows, it will be able to evaluate the percentage of the target market it is reaching. This is known as market share. Use graphs and charts to describe the percentage market share within the next 2 to 3 years.
Competition
Here are some factors to think about when considering the competition. List one or two main competitors. One page max.
Direct competitors – When identifying competitors, focus on those who are providing products or services that are similar to the business. How long have they been in business?
Competitor strengths and weaknesses – Determine what competitors are good at and what they are not offering. Use creativity to identify opportunities that rivals do not have.
Status quo – Examine the mindset of the other businesses and target customers. Does the business intend to introduce a new idea that will disrupt how things are done?
Messaging – How will the package of this business’ services overcome the competition?
Uniqueness – What advantages does the business have over the competition? Why will the company’s service stand out and capture market share?
SWOT Analysis
Complete the following areas for the SWOT and add them to the graphic below: two pages max.
Strengths – What strengths does the company have now and how will these strengths evolve moving forward?
Weaknesses – What are the deficiencies in the services? Which areas of the business should be improved first?
Opportunities – How can the business leverage partnerships and new innovations to grow the business? Which other segments of the industry would the company consider entering in future?
Threats – Are there external factors (controllable and uncontrollable) that could potentially stifle cash flow or business growth?
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STRENGTHS Advantage Capabilities Assets, people Experience Financial reserves Value proposition Price, value, quality |
WEAKNESSES Disadvantages Gap in capabilities Cash Flow Suppliers Experience Areas to improve Causes of lose sales |
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OPPORTUNITIES Areas to improve New segments Industry trends New products New innovations Key partnership |
THREATS Economy movement Obstacles faced Competitor actions Political impacts Environmental effects Loss of key staff Market demand |
Once the SWOT analysis is complete, consider the following aspects of the business:
How will the business’ strengths help capitalize on available opportunities while minimizing threats? How will the business’ weaknesses prevent it from maximizing on these opportunities? How will the business’ weaknesses expose it to threats?
Recommend one market strategy that is based upon the company’s Strengths and Opportunities
Column1 Market Shape Tarhet Shape 25 75
SWOT Weaknesses Threats Opportunities Strengths 25 25 25 25
Report Date 2
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| Tarhet Shape |
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SWOT ANALYSIS ASSIGNMENT BACKGROUND INFORMATION
Assignment Objectives
What is SWOT analysis?
Goals of SWOT analysis
Uses of SWOT
Advantages and Disadvantages
SWOT analysis framework
Tips for SWOT analysis
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What is SWOT analysis
A technique for analyzing both internal and external environments and their potential to affect an organization
SWOT analysis looks at strengths and weaknesses, and the opportunities and threats a business faces. SWOT is an integral part of the strategic planning process
The SWOT analysis framework can be used in both organizational and personal strategic planning
A clear understanding of organizational SWOT analysis is required for business majors
3
The Goals of SWOT Analysis
Product or Market Evaluations
Competitor Analysis
Career Planning
SWOT Analysis is useful for…
Changing Jobs
Brainstorming Sessions
Strategic Planning
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Personal Goal Setting
Advantages and Disadvantages
Advantages:
Personal SWOT: helps you objectively analyze where you are and what you can change or adjust to realize personal goals.
Organizational SWOT: it is a systematic way to analyze opportunities and threats to an organization and provides a way of identifying organizational strengths and weaknesses that can address them.
Disadvantages:
Incomplete or erroneous assumptions can lead to faulty planning
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3. Prepare Action Plans
2. Perform SWO T Analysis
1. Analyze Internal & External Environment
SWOT Analysis Framework
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Basic Elements of The SWOT Analysis
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Strengths (internal, positive factors)
Characteristics of the business or individual that give it an advantage over others.
Positive tangible and intangible attributes, internal to an organization or individual
Beneficial aspects of the organization or the capabilities of an organization, process capabilities, financial resources, products and services, customer goodwill and brand loyalty
Examples:
Abundant financial resources
Well-known brand name
Lower costs [raw materials or processes]
Superior management talent
Better marketing skills
Good distribution skills
Committed employees.
6
Weaknesses (internal, negative factors)
Internal characteristics that place the firm or individual at a disadvantage relative to others and prevent or limit the organization from realizing its goals.
Weaknesses are controllable. They must be minimized and eliminated.
Examples:
Limited financial resources
Very narrow product line
Limited distribution
Higher costs
Weak market image
Poor marketing/management skills
Under-trained employees.
7
Opportunities (external, positive factors)
External, attractive environmental situations that represent the ways in which your business can grow.
These represent favorable economic, market, societal or other conditions that an organization can leverage.
Organizations must recognize these opportunities and take advantage of them when they appear
Examples:
Rapid market growth
Rival firms are complacent
Changing customer needs/tastes
New uses for product discovered
Economic boom
Government deregulation
Sales decline for a substitute product .
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Threats (external, negative factors)
External elements in the environment that could cause trouble for the business
Negative conditions or situations that can and jeopardize the reliability and profitability of the organization
Examples:
Entry of foreign competitors
Introduction of new substitute products
Product life cycle in decline
Changing customer needs/tastes
Rival firms adopt new strategies
Increased government regulation
Economic downturn
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Recommended Action: once SWOT analysis is complete, consider the following aspects of the business:
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How will the business’ strengths help capitalize on available
opportunities while minimizing threats?
How will the business’ weaknesses prevent it from maximizing
on these opportunities?
How will the business’ weaknesses expose it to threats?
Recommend strategies based upon matching internal Strengths
to external Opportunities
MCDONALD’S SWOT EXAMPLE
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15
WEAKNESSES
High training costs due to high turnover.
Minimal concentration on organic foods.
Not much variation in seasonal products .
Quality concerns due to franchised operations.
Focus on burgers / fried foods not on healthier options for their customers.
Ranks very high on the Fortune Magazine's most admired list
Community oriented
Global operations all over the world
Cultural diversity in the foods
Excellent location
Assembly line operations.
Use of top quality products
STRENGTHS
INTERNAL
Marketing strategies that entice people from
small children to adults.
Lawsuits for offering unhealthy foods.
Contamination risks that include the threat of e-coli containments.
The vast amount of fast food restaurants that are open as competition.
Focus on healthier dieting by consumers.
Down turn in economy affecting the ability to eat
that much.
THREATS
Opening more joint ventures.
Being more responsive to healthier options.
Advertising wifi services in the branches.
Expanding on the advertising on being more socially responsible
Expansions of business into newly developed parts of the world.
Open products up to
allergen free options
such as peanut free.
OPPORTUNITIES
EXTERNAL
Mc Donald’s SWOT Analysis
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Conclusion
A SWOT analysis identifies your S, W, O and T to facilitate strategic planning.
SWOT is a simple and comprehensive way to match company strengths to external opportunities while minimizing threats and internal weaknesses
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