Marketing – SOWAT ANALYSIS
Please find the attached file for details.
Do SOWAT ANALYSIS on the details given below:
1- Company That Did Well During the Covid-19 Pandemic.
· Proposed guidelines for (that company) post-pandemic marketing.
2- Company That Did Not Do Well During Covied-19 Pandemic.
· Proposed guidelines for (that company) post-pandemic marketing.
PLANNING DIRTY
SWOT
ANALYSIS
OVERVIEW
SWOT Analysis are the foundation to any strategist toolbox.
However we often make some simple mistakes when it comes
to creating a solid SWOT Analysis.
Enjoy,
Siham, Dan, and Julian
This is the deck from the latest lecture in the Planning Dirty
Academy. The Academy teaches the foundations of strategy
and how to progress to strategy leadership.
OVERVIEW
https://www.planningdirty.com/
https://www.planningdirty.com/
SIHAM ZERKAK
is a London based
integrated account
director who believes that
passion, empathy and
authenticity are key to long
lasting client relationships.
CREATED BY
JULIAN COLE
is a strategy consultant
who works with brands and
agencies to create world
class integrated
campaigns.
DAN BOLLIN
is an integrated marketing
consultant who believes in
listening more,
grandstanding less, and
laughing often.
http://linkedin.com/sihamzerkak
http://linkedin.com/sihamzerkak
https://www.linkedin.com/in/juliancole/
https://www.linkedin.com/in/danbollin/
https://www.linkedin.com/in/danbollin/
WHAT IS A SWOT ANALYSIS?
● SWOT stands for Strength, Weakness,
Opportunity and Threat.
● Framework that helps businesses
identify and evaluate internal strengths
and weaknesses against external
opportunities and threats.
● A grid-like matrix with four distinct
quadrants.
● Can be applied at different business
levels e.g brand level or departmental
WHEN & WHY OF SWOT ANALYSIS
WHEN
● Starting on a new client
● Before the strategy
● During annual planning
● New product launch
WHY
● To evaluate the business and its
environment
● To align the different stakeholders
prior to starting the strategic
planning phase
1. OPPORTUNITY/THREATS
Start with the opportunity and threats as
this is what requires the most research.
2. PESTLE ANALYSIS
Political, Economical, Social-Cultural
and Technological, Legal and
Environmental provide buckets for
opportunity and threats. Can be done
by interviewing category
professionals and desk research.
3. STRENGTHS/WEAKNESSES
Working with the client or interview internal stakeholders.
The one watch out here is that you need to account for
the subjective agendas. It is something they know really
well so you want to make sure that it is balanced. Also the
strengths and weaknesses you list here must be known to
the customers, competitors and all stakeholders.
4. CULL & VALIDATE
Get to three to five most important
points per box. Make sure that you test
and validate points. Evidence of each
point is key.
STEPS TO CREATING A SWOT
0. SET UP
Create a grid and split it in
four boxes (Strength,
Weakness, Opportunity or
Threat).
HELPFUL TOOLS
● Download the transcript of the last two quarterly earnings
calls. The Q&A sessions with reporters is usually where you’ll find
the most pressing issues facing a business—and the most
candid answers
● Review the latest 10K report. Key nuggets can be found in Part
1, particularly the “Business,” “Risk Factors,” and “Property”
sections
● Go to the Investor Section. Almost every website of a publicly
traded company has an investor section area that’s rich with
data, presentations, press releases, etc.
FOR PUBLIC COMPANIES,
CORE TRUTHS ARE ON THE RECORD
HELPFUL TOOLS
● Scour the web to find the press releases, interviews
with employees, product demos, etc
● Look to social: oftentimes you’ll find key truths in the
posts, shares, and comments of the C-Suite,
particularly on Linkedin
● Engage in forums and slack channels that feature
professionals who may be connected to the company
FOR PRIVATE COMPANIES & STARTUPS,
YOU’LL NEED TO GET CREATIVE
COMMON MISTAKES
● Watch out for the company strong
arm. Clients feel at home with
strengths and weaknesses but this
needs to be framed by external factors
● S/W known to competitors – make
sure strengths and weaknesses are
public and not a private strength
● Opportunity for everyone –
opportunities exist for everyone, not
related to just your company
OPPORTUNITY FOR CATEGORY
❌
Stable free cash flow provides opportunities to invest in adjacent product
segments.
Related to Dollar General and not to the competition
✅
Government green drive also opens an opportunity for procurement products
by the state as well as federal government contractors.
PLANNING DIRTY
SWOT
EXAMPLES
DOLLAR GENERAL
● American retailer
● Variety/dollar stores
● 16.000 stores across 46 states
● Operates in rural areas
DOLLAR GENERAL SWOT
WEAKNESSSTRENGTH
THREAT OPPORTUNITY
– Strong distribution network – 16,000 stores
– Easy in and out shopping format vs. big box
shopping
– Compete in small markets with limited shopping
alternatives (75% of shops are in towns with 20K or
fewer people)
– Recession driving people to discount
supermarkets
– Awareness and local farmers
appreciation ( e.g support your local
farmers)
– Trade War with China
– Rise of shopping online undercutting
retailers
– Business success is correlated with
income inequality and declining urban
neighborhoods
– Investment in Research and Development
is below the fastest growing players in the
industry.
– Limited success outside core business
DEAKIN UNIVERSITY
● Public University in Australia
● Victoria/ Melbourne based
● 4 main campuses + online Cloud Campus
● Ranked 3rd university in Victoria
*source: Webometrics Ranking of World Universities
DEAKIN UNIVERSITY SWOT
WEAKNESSSTRENGTH
THREAT OPPORTUNITY
– Quality progressive education. Focusing on practical
& applied learning.
– Strong study online platform
– Solid & highly rated research departments
– Recession can bring people back to education
for career swaps or upskilling
– Investment in online learning platform and
digitise all university services
– Economic uncertainty ~ e.g COVID, recession etc
can threaten revenue and government fundings
– Preference for face to face / on campus learning
might impact value perception if only online
learning can be provided because of the
pandemic.
-Fairly young university so doesn’t have the
same gravitas as older universities
– 23% of students are international students
who cannot return to Australia due to
COVID
ENDEND
PLANNING DIRTY