Transcript 1 - Internal Analysis

Market Planning – Internal Analysis #1
Today I will be: Exploring the concept of Market Planning
So I can: Fully understand the value of having a plan
I will know I’m successful when: I am able to properly
execute an internal analysis of a company
Text Book needed today
Entry task: Without asking anyone or referencing anything
write down step-by-step driving directions from the KW
senior parking lot to the Tacoma Dome. You may use words
and/or images.
Moral of the story – have a plan, THINK, get help when
needed and make it a good one
SWOT analysis
A business can analyze its strengths, weaknesses,
opportunities, and threats using a process called a SWOT
analysis.
• A SWOT analysis can be performed internally or
externally (an outside agency)
• Why would a company involve an outside firm?
• To get an objective opinion.
SWOT analysis
Lesson #1
Lesson #2
Internal Strengths and Weaknesses
Strengths and weaknesses are internal factors
that affect a business operation. The analysis
centers around three Cs:
• Company
• Customers
• Competition
Internal Strengths and Weaknesses
When evaluating itself, a company must analyze these areas:
• Staff
• Financial situation
• Production capabilities
• The Four P’s (which are? . . .)
Product, Price, Place, Promotion
Customer Analysis
What pleases or dissatisfies customers?
• Buying patterns
• using surveys or interviewing their target
markets.
Competitive Position
Ask the following questions:
• What market share does the company have?
• What advantages does the company have over its
competitors?
Assignment:
Using the scenario below, conduct the internal portion of a SWOT analysis.
Use the probing questions from pages 31, 32, 33 to help you. We will then:
• Work with your elbow partner
• Use “basket of destiny” to share our results to class
Losing Market Share: Futura Fashions, Inc., is a hypothetical 100-store chain that
caters to a teenage market. The stores carry male and female clothing and accessories.
Sales at Futura have declined in recent months, and its stock price has dropped 30
percent. An analyst who follows the stock believes that the decline is due to a loss of
talent in buying and merchandising. As a result, Future has lost market share to its
competitors, American Eagle and Aeropostale, who have had increases of 14 and 27
percent respectively. … The teenage clothing market is difficult to evaluate. Trends are
important. Either you catch them or your business suffers. So, Futura has recently hired
an experienced fashion buyer and merchandise manager. The economy is strong.
Consumer confidence is up and so is consumer spending. Recent reports indicate a
decrease in jobless claims and an increase in employment. However, inflation is
increasing slowly, so the Federal Reserve has increased interest rates, which could
make consumers less inclined to spend.