1. What is a SWOT analysis matrix?
SWOT analysis model (also known as TOWS analysis method), namely situational analysis method, was put forward by Warwick, a professor of management at the University of San Francisco in the early 1980s. It collects information inside and outside the enterprise, analyzes the market environment and competitors, and formulates enterprise strategy.
1. Internal environment analysis
Competitive advantage (strength)
Competitive advantage refers to the ability of a brand to surpass its competitors, or something unique to a brand that can improve its competitiveness.
Competitive disadvantage
Competitive disadvantage refers to things that a brand can't do well or can't do compared with its competitors, thus putting itself at a disadvantage compared with its competitors.
2. Analysis of external environment
Opportunity (opportunity)
Environmental opportunities are the main factors that affect the company's strategy. Company managers should confirm and fully grasp every opportunity and evaluate the growth and profit space that every opportunity brings to the enterprise.
Threat (threat)
Environmental threat refers to the challenge brought by the unfavorable development trend in the environment. If decisive strategic actions are not taken, this unfavorable trend will weaken the competitive position of the company.
Second, what is the advantage and disadvantage analysis?
Refers to the internal factors that an enterprise can usually control, such as the mission of the organization, financial resources, technical resources, research and development capabilities, organizational culture, human resources, product characteristics, marketing resources, etc.
External environmental factors of brand
weakness
1. What can't I do?
2. What technology is missing?
3. Where are others better than us?
4. What kind of customers can't be satisfied?
5. Why did you fail recently?
Opportunity (opportunity)
1. What opportunities are suitable for us?
2. What skills can I learn?
3. What new services can be provided?
4. What new customers can you attract?
5. How can I be different?
Brand development in 6.5- 10 years?
Internal environmental factors of brand
Strength (strength)
1. What are you good at?
2. What can you do that others can't?
3. What is the new technology of the terminal?
4. What's the difference with others?
5. Why did the customer come?
6. What made you successful recently?
Threat (threat)
1. What changes have taken place in the market recently?
2. What are the competitors doing recently?
3. Can't keep up with the changes in customer demand?
4. Will the political and economic environment harm the terminal?
5. What will threaten the survival of the terminal?
Third, SWOT internal and external analysis method
1. Internal environment analysis
Strength (strength)
Q- quality.
C- cost/price.
D- output/efficiency/turnover.
D- product development/technology.
M- talent/things/methods/data.
Sales/service.
weakness
Q- quality.
C- cost/price.
D- output/efficiency/turnover.
D- product development/technology.
M- talent/things/methods/data.
Sales/service.
2. Analysis of external environment
Opportunity (opportunity)
Politics/law/policy.
Electronic economy.
Social culture/market.
T technology.
Threat (threat)
Politics/law/policy.
Electronic economy.
Social culture/market.
T technology.
Fourth, Q, C, D, M, S analysis methods
1. quality/quality
The safety, stability, reliability, aesthetics, applicability, durability and economy of commodity quality.
2.C/ cost (price)
The production cost, sales cost, service cost and sales price of the same commodity (commodity profit rate).
3.D/ Output, efficiency and turnover
Total output, capacity (CT), comprehensive efficiency, per capita output, per capita added value, on-time delivery.
4.D/ product technology
New product design and development ability, development cycle, patented technology, proprietary technology, technological innovation ability, etc.
5.M/ people/things/methods
Talent: experienced sales and management talent, team.
Equipment: high-efficiency production line, modern high-precision production equipment.
Materials: excellent supply chain, stable supply of high quality and low price materials.
Methods: Advanced management methods, management systems and smooth information.
6. Sales/service
Sales: strong team, rich sales experience and skills, flexible ability to cope with market changes, excellent brand image, brand value and market recognition, good customer relationship and loyal consumers.
Service: perfect after-sales service system, excellent service and satisfied customer base.
Five, pest analysis methods
1.P= Policy/Law
Government stability; Labor law; Trade law; Tax policy; Economic stimulus package. Industry regulations, etc.
2.E= economy
Economic cycle; Interest rate/exchange rate; Money supply; Inflation; Unemployment rate; Disposable income; Economic environment; Cost.
3.S= social environment
Strong market demand growth; Competitors are in trouble; Changes in lifestyle; Education level; Consumption pattern/level; Regional characteristics.
4.T= technology
Major technological breakthroughs; Technical barriers; The invention and progress of new technology; The speed of technology diffusion; Not technology.