Transcription of Marketing Module 4: Competitor Analysis Example
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Marketing Module 4: Competitor Analysis Example
SWOT Analysis Sandra Cuellar-Healey, MFS, MA & Miguel Gomez, PhD Charles H. Dyson School of Applied Economics & Management College of Agriculture and Life Sciences, Cornell University, Ithaca NY 14853-7801 EB 2013-05i --- June 2013 Complete Marketing Modules Series available at: Marketing Modules Series Marketing Module 4: Competitor Analysis Example SWOT Analysis is: the evaluation of the internal factors (strengths & weaknesses ) and external factors ( opportunities & threats ) that are favorable or unfavorable to a firm in the pursuit of a specific objective Internal Factors: Strengths & weaknesses Encompasses aspects such as: personnel, firm s culture, finance, manufacturing capabilities, the 4Ps, External Factors: opportunities & threats Relate to the opportunities and threats posed by the macro- and micro-environments. The macro-environment includes demographic, economic, technological, political, legal, social and cultural factors, etc. The micro-environment includes the customers, competitors, distributors and suppliers.
(strengths & weaknesses) and . external factors (opportunities & threats) that are favorable or unfavorable to a firm in the pursuit of a specific objective” Internal Factors: Strengths & Weaknesses Encompasses aspects such as: personnel, firm’s culture,
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