How to write a SWOT analysis in marketing?

Steps of SWOT analysis:

1. List the company’s strengths and weaknesses, possible opportunities and threats.

2. Combining advantages and disadvantages with opportunities and threats to form SO, ST, WO and WT strategies.

SO strategy: Rely on internal advantages and take advantage of external opportunities.

WO strategy: Take advantage of external opportunities and make up for internal disadvantages.

ST strategy: Use internal advantages to avoid external threats.

WT strategy: Reduce internal disadvantages and avoid external threats.

3. Screen and select SO, ST, WO, and WT strategies to determine the specific strategies and tactics that the company should adopt at present.

(Tables are usually used during analysis, which is more intuitive, and conclusions must be drawn after analysis).

Competitive advantage (S) refers to an enterprise's ability to surpass its competitors, or something unique to the company that can improve the company's competitiveness. For example, when two companies are in the same market or they both have the ability to provide products and services to the same customer group, if one of the companies has a higher profit rate or profit potential, then we consider this company Have a competitive advantage over another company.

Competitive advantages can be the following aspects:

●Technical skill advantages: unique production technology, low-cost production methods, leading innovation capabilities, strong technical strength, perfect Quality control system, rich marketing experience, excellent customer service, excellent large-scale purchasing skills

●Tangible asset advantages: advanced production lines, modern workshops and equipment, rich natural resource storage, attracting Human real estate location, sufficient funds, complete information

●Intangible asset advantages: excellent brand image, good business credit, proactive company culture

●Human resources Advantages: Staff with expertise in key areas, motivated staff, strong organizational learning ability, rich experience

●Organizational system advantages: high-quality control system, complete information management system, loyal Customer base, strong financing ability

●Competitive advantage: short product development cycle, strong dealer network, good partnership with suppliers, sensitive response to changes in the market environment, market share improvement Leadership

Competitive disadvantage (W) refers to something that the company lacks or does not do well, or refers to a condition that puts the company at a disadvantage.

Factors that may lead to internal weakness include:

●Lack of competitive skills and technology

●Lack of competitive tangible assets, intangible assets, and human resources Resources, organizational assets

●Competitiveness in key areas is being lost

Potential opportunities (O) facing the company:

Market opportunities affect the company's strategy significant factors. Company managers should identify each opportunity, evaluate the growth and profit prospects of each opportunity, and select the best opportunities that can match the company's financial and organizational resources and maximize the potential for the company to gain competitive advantage.

Potential development opportunities may be:

●Expansion trend of customer base or product segmentation

●Transfer of skills and technology to new products and new businesses, providing Serving a larger customer base

●Forward or backward integration

●Lower market entry barriers

●Acquiring the ability to acquire competitors

< p> ●Market demand is growing strongly and can be expanded rapidly

●Opportunities to expand to other geographical areas and expand market share appear

External threats that endanger the company (T):

In a company's external environment, there are always certain factors that pose a threat to the company's profitability and market position. Company managers should promptly identify threats that endanger the company's future interests, make evaluations and take appropriate strategic actions to offset or mitigate their impact.

The company’s external threats may be:

●The emergence of powerful new competitors that will enter the market

●Substitutes that seize the company’s sales

●Decrease in the growth rate of major product markets

●Adverse changes in exchange rates and foreign trade policies

●Adverse changes in demographic characteristics and social consumption patterns

● Increased negotiation power of customers or suppliers

●Reduced market demand

●Vulnerable to economic depression and business cycles

Due to the integrity and competition of enterprises Due to the wide range of sources of advantages, when analyzing the advantages and disadvantages, it is necessary to make a detailed comparison between the enterprise and its competitors from every link of the entire value chain. For example, whether the product is novel, whether the manufacturing process is complex, whether the sales channels are smooth, whether the price is competitive, etc.

If an enterprise's advantage in one or several aspects is the key success factor that enterprises in this industry should have, then the enterprise's comprehensive competitive advantage may be stronger. It should be pointed out that measuring whether a company and its products have a competitive advantage can only be measured from the perspective of existing potential users, not from the perspective of the company.

In the process of maintaining competitive advantage, enterprises must have a deep understanding of their own resources and capabilities and take appropriate measures. Because once a company has a competitive advantage in a certain aspect, it will inevitably attract the attention of competitors. Generally speaking, after a period of hard work, an enterprise establishes a certain competitive advantage; then it is in a position to maintain this competitive advantage, and competitors gradually begin to respond; then, if competitors directly attack the enterprise's advantages, or Adopting other more powerful strategies will weaken this advantage. Therefore, enterprises should ensure the lasting competitive advantage of their resources.

The lasting competitive advantage of resources is affected by two factors: the competitive value of enterprise resources and the duration of competitive advantage.

Four tests must be conducted to evaluate the competitive value of enterprise resources:

1. Is this resource easily copied? The greater the cost and difficulty of imitating a resource, the greater its potential competitive value.

2. How long can this resource last? The longer a resource lasts, the greater its value.

3. Can this resource truly maintain superior value in the face of competition? In competition, a resource should create a competitive advantage for the company.

4. Will this resource be offset by the competitor's other resources or capabilities?

There are three main factors that affect the duration of a company’s competitive advantage:

(1) How long does it take to establish this advantage?

(2) What are the advantages that can be obtained?

(3) How long does it take for competitors to respond effectively?

If an enterprise clearly analyzes these three factors, it can clarify its position in establishing and maintaining competitive advantage.

Of course, the SWOT analysis method is not just a list of four items. The most important thing is to evaluate the company’s strengths, weaknesses, opportunities, and threats, and finally draw the following conclusions: (1) In the company’s existing How to optimally use one's own resources under internal and external environments; (2) How to build the company's future resources.

SWOT refers to the four elements of strengths, weaknesses, opportunities, and threats. Advantages, that is, competitive advantages, such as strength and scale, talent introduction, assets (intangible and tangible), etc. Weaknesses, that is, factors that you lack or are not conducive to development, such as vacancies in certain functional positions, confusing equity division, poor management, etc. Factors that potentially affect development; opportunities, that is, the impact of the social environment, such as *** support policies, changes in market segments, loss of competitors, reduction of competition barriers, etc., including external factors such as politics, economy, culture, and science and technology. Factors; threats, that is, the potential macroeconomic environment that affects the development of enterprises, such as competition barriers, industry thresholds, cultural integration and many other factors.

The specifics will be determined according to the industry in which the company is located. It is recommended that you use Porter's five force gap model and the five service gap model to conduct analysis. If necessary, it is recommended to conduct a market survey to conduct a market survey on the target group you are targeting. Conduct a detailed consumer survey to facilitate your decision-making! I suggest that you also study strategic marketing in depth. To write a SWOT well, you must make an overall plan or perception of the company's future development direction or potential favorable and unfavorable factors from a high level, especially functional department strategies, such as the common 4P'S+ STP strategy, while Porter's five forces gap model is best combined with SWOT, so that it is easy to grasp all aspects of the company. Marketing SWOT analysis paper

SWOT analysis of the marketing management environment of state-owned commercial banks

Abstract: Marketing environment analysis is the key to successful marketing of commercial banks. Analyzing the marketing environment faced by my country's commercial banks and clarifying the opportunities and challenges as well as the advantages and disadvantages faced by commercial banks is crucial to improving the effectiveness of marketing management of my country's commercial banks.

Keywords: Marketing management of commercial banks

1 Analysis of environmental opportunities for marketing management of state-owned commercial banks

Market opportunities are the focus of marketing management of commercial banks , and also provides the fundamental survival motivation for commercial banks’ marketing management. Only by being able to distinguish opportunities and seize them can commercial banks remain invincible in the fierce market competition.

1.1 Macroeconomics has good economic execution and political stability. In the past 20 years of reform and opening up, China’s economic development has made great achievements that have attracted world attention. In terms of economic aggregate, China's GDP was 10,965.5 billion yuan in 2001 and reached 18,232.1 billion yuan in 2005. Rapid economic growth has greatly improved China's productivity level and national strength. In 2005, China's economy surpassed Canada and Italy to become the sixth largest economy in the world. It is predicted that in 2010, it will rank fourth in the world, second only to the United States and Japan, and equal to Germany. After more than 20 years of reform, opening up and rapid development, the market supply and demand pattern, economic system environment and foreign economic relations have all undergone major changes. These changes have created good opportunities for the development and marketing activities of my country's commercial banks.

For commercial bank marketing, the next 20 years will be another rare strategic opportunity for the sound implementation of China's politics and economy. Taking the 16th National Congress of the Communist Party of China as a new starting point, our country has entered a more practical and comprehensive period of building a moderately prosperous society and an adaptation period for joining the world organization. Basic industries and infrastructure will continue to maintain growth momentum, the pace of urbanization will accelerate, the regional economy in developed areas will be further consolidated, and the development of the western region will continue to make greater progress. All these have created huge business opportunities for my country's commercial banks to expand the market.

1.2 Small and medium-sized enterprises are facing good development momentum. Enterprises are the most important customers of commercial banks, and establishing a stable bank-enterprise relationship is the key to commercial bank marketing activities. Analyzing the development status and trends of enterprises in our country, state-owned enterprises are still the focus of marketing for state-owned commercial banks. However, in addition, in order to open up the enterprise market, both state-owned commercial banks and small and medium-sized joint-stock commercial banks should turn their marketing attention to small and medium-sized enterprises. and private economy. For commercial banks, this is a market with huge potential. At the same time, the growth of the non-public economy also requires a large amount of financial support and requires financial institutions to actively provide financial services. This provides an excellent opportunity for my country's commercial banks to expand their business market space in marketing.

1.3 The rapid development of emerging industries and advantageous industry markets In the next 20 years, the country will gradually accelerate the adjustment of economic structure and increase policy tilt to promote emerging industries and advantageous industries in the era of knowledge economy of rapid development. Generally speaking, emerging industries include industrial groups such as information industry, biology and medicine, new materials, new energy, environmental protection industry and other emerging industries. It has a broad market space and huge potential that is difficult to estimate, and has attracted many attentions. focus on. At the same time, the country's structural adjustment and macroeconomic regulation have also accelerated the development of some industries. For example, the cancellation of in-kind welfare housing allocation and personal housing credit have promoted the development of the real estate industry and the building materials industry. The country's emphasis on agricultural industrialization and rural urbanization has also vigorously promoted the development of related industries.

At present, the scale of foreign investment in China is constantly expanding. The demand for bank credit in education, scientific research, culture, health, press and publishing, etc. is increasing. The interbank market, securities market, fund market, insurance market, futures market, gold market, etc. have entered During the period of rapid development, the space for cooperation between banks and relevant market entities has expanded. All these provide good development opportunities for the marketing of my country's commercial banks.

1.4 The resident consumption market has huge potential. Judging from the changes in the resident consumption structure, the resident Engel coefficient is declining year by year. In 1998, the Engel coefficient of rural residents was as high as 53.4%, still in the poverty stage. In 2005, it dropped to 45.5%, and they began to move towards a moderately prosperous society. In 1998, the Engel coefficient of urban residents was 44.5%, which dropped to 36.7% in 2005, moving from well-off to wealthy.

On the other hand, the savings deposits of urban and rural residents are growing rapidly. As shown in the figure, my country's current personal consumption market is still in its infancy. As residents increasingly begin to accept credit consumption, installment consumption, and credit cards, As consumption concepts such as overdraft and advanced consumption mature, the marketing potential of the personal consumption market will be huge and should become a main marketing direction of Chinese commercial banks in the future.

Data source: Statistical Bulletin of the People's Republic of China on National Economic and Social Development in 2005, February 28, 2006

The balance of RMB savings deposits of urban and rural residents during the "Tenth Five-Year Plan" period and Growth rate

1.5 The international business market has been further broadened. On December 11, 2001, my country officially joined the World Trade Organization. Economic and financial globalization has also placed China in an open global system through the basic framework of the WTO. middle. China's capital, goods, materials, and trade will have freer access to the world market, and China's economy will be full of vitality due to the expansion of the market. At the same time, foreign capital and commodities will enter the Chinese market faster, which will bring fierce competitive pressure to China's domestic market economy entities while giving China's economic vitality.

Through various exchanges and cooperation with foreign enterprises, financial institutions and government departments, the rapid increase of foreign-funded enterprises and Sino-foreign joint ventures will make domestic commercial banks face new corporate customer groups. On the other hand, opening up to the outside world has also accelerated the development of international business of domestic commercial banks. So far, my country's four major state-owned commercial banks have carried out international business to varying degrees.

2 Analysis of threats to the marketing management environment of state-owned commercial banks

Economic and financial globalization and my country’s accession to the WTO have caused profound changes in the marketing environment of my country’s commercial banks. While facing more development opportunities, it also faces great threats.

2.1 Challenges of foreign commercial banks Under the WTO framework, the geographical restrictions on foreign banks setting up branches in China are gradually being lifted. The speed of foreign banks entering the Chinese market will be further accelerated, which will have a negative impact on the business development of Chinese commercial banks. It poses a huge threat: First, foreign banks will compete with domestic commercial banks for funding sources. Secondly, foreign banks have obvious advantages in foreign exchange business and international business. Since foreign-funded banks have strong financial strength, flexible service methods, extensive global distribution networks, high levels of bank marketing management, and complete systems, many international settlement businesses and foreign currency businesses with profit growth points will be lost to foreign investors in the future. bank. In the short term, foreign banks will compete for a considerable portion of the foreign exchange market. Finally, foreign banks will compete with Chinese commercial banks for human resources. At present, the wages of Chinese commercial banks are much lower than those of foreign banks, and foreign banks also provide employees with opportunities to train abroad. The employment system is flexible, competition is fair, rewards and punishments are clear, and talents have many opportunities and space to display their talents. This will inevitably As a result, much of the business of Chinese commercial banks has flowed to foreign banks.

2.2 Limitations of business philosophy and mechanisms Table 1 shows the comparison of the business philosophy and mechanisms of Chinese commercial banks and foreign banks. Under the planned system, the separate operation system of my country's commercial banks has played a good role in rectifying the financial order, protecting the interests of investors, improving the overall efficiency of the financial system, and preventing financial risks. However, from a practical perspective, the separation of banks will lead to a lack of operating means, limited space for business expansion, and concentrated operating risks.

Under the WTO framework, coexistence with the mixed operation system of foreign-funded banks is not conducive to Chinese commercial banks' flexible and effective asset portfolio and risk diversification, and the establishment of internal stability mechanisms; it is not conducive to banks' entry into international market competition and the formation of certain advantages in the international market. Banking Enterprise Group. If my country's separate operation and management system is not reformed, the mixed operation of foreign banks will pose a huge institutional challenge to the development of Chinese commercial banks.

Table 1 Comparison of the operating philosophies and mechanisms of Chinese commercial banks and foreign-funded banks

Chinese commercial banks and foreign-funded banks

Supervision model: separate operation and mixed management Business operation

The main focus of the operation and management system is network management

The standard total assets for determining the size of the bank Tier 1 capital of the bank

Business philosophy Bank-oriented, sales-oriented, customer-oriented, sales-oriented

Operations focus on absorbing deposits and disbursing payments: key customers

Loan guarantee method Third-party guarantee of borrower's credit and economy Strength

Source: Hu Haiou et al. "Comparison of the operating concepts and mechanisms of Chinese and foreign banks", "City Finance News", January 20, 2002

2.3 Shrinking operating space and spread space From the perspective of operating space, non-bank financial institutions and The development of the securities market will bring about tremendous changes in social financing channels, which will inevitably lead to further shrinking of the operating space of commercial banks. On the one hand, my country's non-bank financial institutions have developed rapidly. The development of these non-bank institutions has diverted a large portion of social funds, further shrinking the funding sources of commercial banks. With the further development of non-bank financial institutions, this shrinkage will gradually deepen. On the other hand, my country's securities market is in the process of continuous deepening development. In the past 20 years, my country's securities market has developed rapidly. Therefore, bank loan business will be relatively reduced as financing channels increase. This poses a huge challenge to the business operations of Chinese commercial banks that mainly focus on traditional business. According to a summary of the National Urban Depositors Questionnaire Survey by the People's Bank of China in the fourth quarter of 2006, residents' intention to save has weakened and bank deposits have tended to be short-term. In addition to stocks, the number of residents purchasing financial assets such as treasury bonds, insurance, and funds has increased significantly. One fifth of residents have purchased financial assets such as government bonds, insurance, and funds. Residents intend to change the existing financial asset structure and further increase the proportion of investment.

In summary, commercial banks can only carry out their marketing management work by analyzing the macroeconomic and financial macroeconomic and microenvironmental changes. We must firmly grasp strategic opportunities and our own advantages, seek advantages and avoid disadvantages, and enhance the systematic, forward-looking and successful nature of marketing management.

Reference materials:

1 China’s National Power Report [M]. China Times Economic Press, 2005, pp. 1:23-24

2 Hu Haiou. Comparison of operating concepts and mechanisms of Chinese and foreign banks [J]. City Financial News, 2002,1,20

Use SWOT to analyze marketing

You can tell from this assignment that you are a teacher He is an irresponsible pig. The application of SWOT analysis in marketing strategy

SWOT analysis is an analysis rule often used in advertising planning. It stands for Strengths\Weaknesses\Opportunities\Threats respectively. The case is as follows:

Haier's SWOT analysis

Haier Group is the fourth largest white goods manufacturer in the world and the first of the top 100 electronic information companies in China. It has more than 240 legal entities and has established localized design centers, manufacturing bases and trading companies in more than 30 countries around the world. The total number of employees worldwide exceeds 50,000 and focuses on the development of the four pillar industries of technology, industry, trade and finance. In 2005 In 2018, Haier’s global turnover reached 103.9 billion yuan (US$12.8 billion). The following is a SWOT analysis of Haier:

Advantages: Haier has 9 products ranking first in the industry in the Chinese market, 3 products ranking in the top three in the industry in world market share, and in smart home integration, Technology fields such as Internet appliances, digitalization, large-scale integrated circuits, and new materials are at the world's leading level. Demonstrate development strength in the international market. The "innovation-driven" Haier Group is committed to providing solutions that meet the needs of global consumers and achieving a win-win situation between enterprises and users.

Currently, Haier has applied for 6,189 patents (including 819 invention patents) and owns 589 software copyrights. On the basis of independent intellectual property rights, Haier has also presided over or participated in the formulation and revision of nearly a hundred national standards. Among them, Haier water heater anti-electric wall technology and Haier washing machine dual-power technology have been included in IEC international standard proposals, which proves Haier's innovation Our capabilities have reached world-class levels. In the practice of innovation, Haier has explored and implemented the "OEC" management model, "market chain" management and "Rentan-Danhe-Yi" development model, which have attracted great attention from the international management community. Currently, there are Harvard University, University of Southern California, Switzerland Business schools such as IMD International School of Management, the European School of Management in France, and Kobe University in Japan have specially conducted case studies on this. Haier's "market chain" management has also been included in the EU case library. Haier's "Rentanheyi" development model provides innovative thinking to solve global business inventory and overdue receivables, and is hailed by the international management community as a management model that "accurates the pulse of global business." Haier sometimes also includes: long-term cultivation of corporate culture; relatively high quality of employees; quite good foundation of standardized management for many years; truly taking informatization as the leading project. It is rare to have a boss who can analyze and explain informatization so thoroughly. The concept changes first, and process reengineering comes later. The two complement each other and move forward interactively. Starting from Zhang Ruimin smashing the refrigerator, Haier was the first to change its concept. From then on, it was out of control, and Haier is what it is today; and so on. Compared with foreign companies, Haier has a strong late-mover advantage in informatization. The environment of DELL in 2001 and 1995 was already very different; with the widespread popularity of inter in the world and the comprehensive expansion of informatization in international large enterprises, Under this circumstance, it is certainly easier for Haier to achieve results based on the successful experience of foreign companies

Disadvantages: Haier is very lacking in communication and public relations skills, which will make it very difficult for China to acquire companies in the future. A large part of the reason for Haier's lack of public relations is that Haier has certain problems in its recruitment mechanism. It only focuses on the examination of technology and knowledge and ignores the examination of personal abilities. Haier has developed so fast in recent years that we have no doubt about its internationalization. Informatization is in full swing. Internal informatization is okay, but external informatization, especially electronic data exchange with domestic suppliers and distributors, has always been in a dilemma. It is still difficult to completely reduce procurement and distribution costs. Haier's wishes are good. It hopes that the informatization level of its suppliers and distributors can keep up with its own. However, the actual situation is very different from what was expected. No one can keep up with Haier's pace, and Haier will eventually be alone. . I would like to ask which companies can actually implement online orders with Haier? Is the a la carte ordering of individual users a news stunt? Due to the limitations of national conditions, the method must be adapted, but the result is still a return to the original ordering process of telephone and fax, and "informatization" is in vain. The unmatched and out-of-synchronization of the external environment is an important reason for the failure of Haier's external informatization. This may be something Haier did not expect, but it may also be that even if it knows the result, it still has to bite the bullet. Who will let it? It's Haier! Haier strives to be first in every aspect!

Opportunities: A large part of the reason why Haier has been able to achieve great achievements lies in Haier’s corporate culture, which is born out of nothing - Haier’s cultural view: Everyone is a talent, and horses are not matched by horses - Haier The concept of talent is to seek opportunities first, and then seek profits - Haier's strategy is to fight enterprises like the ball on the slope. The market is everywhere, everyone has a city brand, and users are teachers - Haier's brand marketing is the soil for enterprises to survive. Users - Haier's services go out, go in, and go up - the essence of international Haier management lies not in "knowledge" but in "doing" - the essence of Haier's management. If Haier wants to achieve rapid development in the future, it must continue to take Haier's corporate culture as the benchmark. At the same time, we must focus on technological innovation to realize enterprise informatization. At the same time, as the trend of internationalization becomes stronger and stronger, Haier is facing huge opportunities and challenges. Haier's development opportunities lie in grasping the pulse of the times, advancing with the times, and constantly innovating. Haier's future development direction mainly relies on three transfers. The first is the transfer of the internal organizational structure; the second is the shift from the domestic market to the international market, which does not mean exporting products, but the establishment of factories and companies overseas; the third is the shift from manufacturing to the service industry, achieving front-end design and back-end services. . In this case, we should seize the opportunity, meet the challenge and create a world-famous brand.

Threats: Currently, Haier is still facing many threats. With the continuous rise of home appliance companies and the continuous improvement of technology, Haier must continue to improve its level of scientific and technological innovation, and then improve its own advantages. In addition, it should develop in a multi-industry direction to improve its competitiveness. In the face of Haier's informatization, domestic peers are probably watching the excitement of Haier's external informatization while stepping up the advancement of their own internal informatization. This is the threat Haier faces. The eager eyes of competitors make Haier dare to eat crabs. You may be a hero, but you are not necessarily a successful person. The stagnation of Haier's external informatization has also dealt a blow to the domestic informatization industry. It can be foreseen that once the time for external informatization is mature, from a technical point of view, no one will be much slower than the other; if we put aside the changes over the years Haier's brand promotion effect aside, the growth of Haier's competitors' external informatization is only happening overnight.

Summary: Any enterprise will always face problems of one kind or another during its development process. We must guard against the slightest change. Facing the new global competitive conditions, Haier has established a global brand strategy, launched the corporate spirit of "creating resources, and global reputation" and the work style of "integrating people and orders, making quick decisions and winning quickly" to challenge itself, challenge tomorrow, and create a better future. Create the Chinese’s own world-famous brand and continue to innovate! Use SWOT to analyze careers in marketing three years later

This is not how SWOT analysis is used. . .

Even if you analyze, you should analyze your own strengths, weaknesses, opportunities and threats. . . Others cannot analyze it. How to apply SWOT analysis when analyzing the marketing environment of a company?

1. When analyzing the marketing environment of an enterprise, it is necessary to study the opportunities faced by the enterprise in the context of the general environment. Such as national industrial policies, location development opportunities, or opportunities brought by the company's own development breakthroughs, etc.

2. While analyzing the opportunities, you should also see what the challenges are.

3. The company's own advantages

4. The company's shortcomings

Well, I studied marketing at a foreign university. Let me briefly talk about what I learned. I hope the things and insights will be helpful to you

4P's and SWOT are the two most important aspects of marketing. Among them, SWOT mainly focuses on the strategic aspect while 4P's is the product aspect

Strength & Weakness

For the entire SWOT, in fact, it is not just about analyzing your own company and products, but also analyzing the competitors, because it is obvious that the weaknesses of competitors are that you can My strength is the same as your weakness. Therefore, SWOT Analysis is divided into two parts, namely pany's SWOT & petitors' SWOT. The two must be analyzed and compared simultaneously

< p> Opportunity & Threat Opportunities and Threats

In the same way, you still have to consider yourself and your competitors. In the same market, competitors are people who share the same share of the pie with you, so when opportunities come, so do you. Each share has the possibility to seize it, so how to seize the opportunity faster and more steadily than the opponent is what needs to be done. As for threats, there are naturally two aspects. On the one hand, there are threats brought by the macroeconomic environment itself in marketing, such as economic crisis, subprime mortgage crisis, falling crude oil prices, etc. When certain big factors affect the sales of your products, When there is a threat, it should be considered and analyzed; on the other hand, the threat comes from competitors, which undoubtedly does not need explanation

Furthermore, it is the relationship between SW and OT, which is very simple. In a word, SW analysis is the basis of OT analysis, and OT analysis is the goal of SW analysis. The two are actually carried out in parallel and simultaneously, and there is no absolute order.

By the way, the related concept is petitor

Competitors of petitor include direct, indirect and potential

--The concept of direct competitor of direct petitor is you Your competitors have the same market and target market as you, and sell the same products. For example, Coca-Cola and Pepsi-Cola are each other's direct petitor

--The concept of indirect petitor is that the competitor has the same market and designated market as you, but sells different products. For example, Coca-Cola and Iced Black Tea are each other's Indirect petitor

--Potential petitor has potential hidden competitors. Its concept is that although the competitor does not sell products and seize the market during this period, But there is such potential and threat. For example, 7 months before Google launched a mobile phone, Apple had already received the message and designated it as its largest potential petitor, because although Google has not launched a product, it has the absolute strength and possibility to launch it

Basically That’s it, speaking in general terms, haha, I hope it can give you some help^_^ What is the role of SWOT analysis in marketing?

It can accurately help companies position themselves and position their core competitiveness. Core products, and even core keywords.

The key to SWOT analysis is to first find a competitor. All strengths, weaknesses, business opportunities, and crises are relative information obtained by comparing with competitors