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PROSPECTS OF
SWOT ANALYSIS
ON MARKETING
PLANNING
1
BY
………………………………..
TECHNOLOGY
State. Nigeria.
(AKP/WRR/BMG/BUS/HND2007…………)
STUDIES. SUBMITTED
ADMINISTRATION.
NOVEMBER 2009
2
CERTIFICATION
Business Administration.
__________________ ________________
(Supervisor) Centre Co-ordinator
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DEDICATION
ACKNOWLEDGEMENT
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I am most grateful to the Almighty God for giving me life,
program.
5
In like manner, I wish to acknowledge the effort of all my
my period of study.
of the write up, may God reward every effort of kindness and
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ABSTRACT
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and (v) Undertake research and experimentation to improve
8
CHAPTER ONE
INTRODUCTION
Birger Lie.
9
However a unanimous opinion developed in all of these
range planning was not working, did not pay off, and was
compromises.
planners, that the one and only missing link was how to
'managing change'.
10
The research carried on from 1960 through 1969. 1100
and commitment.
1. Values
2. Appraise
3. Motivation
4. Search
5. Select
6. Programme
7. Act
by asking what is good and bad about the present and the
and bad in the future is a Threat. This was called the SOFT
analysis.
SWOT Analysis.
investments?)
12
6. Administration (and how do we manage all
this?)
The second step then becomes 'what shall the team do'
French Ltd.
13
1.1 OBJECTIVES OF THE STUDY
therefore was:
provides:
organisation
14
• a stimulus to participation in a group
experience.
important policies.
15
(iii) RESEARCH STUDENTS
16
The researcher faces some embarrassment arising from
1.4 HYPOTHESIS
HYPOTHESIS THUS:
17
Null Hypothesis (HO)
seeking organizations.
weakness: flexibility.
seeking organizations.
weakness: flexibility.
18
• External factors – The opportunities and threats
identify factors
Strengths:
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• What unique or lowest-cost resources do you have access
to?
realistic: It's far too easy to fall prey to "not invented here
syndrome". (If you are having any difficulty with this, try writing
be strengths!)
Weaknesses:
weaknesses?
see? Are your competitors doing any better than you? It is best
possible.
Opportunities:
narrow scale.
changes.
• Local events.
opportunities.
21
Alternatively, look at your weaknesses and ask yourself
Threats:
about?
services changing?
business?
follows:
22
1. Introduction
CHAPTER TWO
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1.0 UNDERSTANDING SWOT ANALYSIS
Benefits
Action checklist
24
1. Establish the objectives
The first key step in any project: is to be clear on what you are
role and should allow time for free flow of thought, but not too
5. List Strengths
strengths include:
trust.
6. List Weaknesses
26
This session should not constitute an opportunity to focus on
7. List Opportunities
Examples include:
Bear in mind just how long opportunities might last and how
8. List Threats
27
Weighing threats against opportunities is not a reason to
With the lists compiled, sort and group facts and ideas in
cull the wheat from the chaff. Although some aspects may
return from you visit to check that they are still valid.
28
Dos and don'ts for SWOT analysis
Do
Don't
process.
strengths weaknesses
• Advantages of • Disadvantages of proposition?
proposition? • Gaps in capabilities?
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• Capabilities?
• Competitive advantages?
• USP's (unique selling • Lack of competitive strength?
points)? • Reputation, presence and
• Resources, Assets, reach?
People? • Financials?
• Experience, knowledge, • Own known vulnerabilities?
data?
• Timescales, deadlines and
• Financial reserves, likely pressures?
returns?
• Cashflow, start-up cash-drain?
• Marketing - reach,
distribution, awareness? • Continuity, supply chain
robustness?
• Innovative aspects?
• Effects on core activities,
• Location and distraction?
geographical?
• Reliability of data, plan
• Price, value, quality? predictability?
• Accreditations, • Morale, commitment,
qualifications, leadership?
certifications?
• Accreditations, etc?
• Processes, systems, IT,
communications? • Processes and systems, etc?
• Management cover,
succession?
opportunities threats
• Market developments? • Political effects?
• Competitors' • Legislative effects?
vulnerabilities? • Environmental effects?
• Industry or lifestyle • IT developments?
trends?
• Competitor intentions -
• Technology development various?
and innovation?
• Market demand?
• Global influences?
• New technologies, services,
• New markets, vertical, ideas?
horizontal?
• Vital contracts and partners?
• Niche target markets?
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• Geographical, export,
import?
• New USP's?
• Tactics - surprise, major • Sustaining internal
contracts, etc? capabilities?
• Business and product • Obstacles faced?
development? • Insurmountable weaknesses?
• Information and • Loss of key staff?
research?
• Sustainable financial backing?
• Partnerships, agencies,
distribution? • Economy - home, abroad?
• Seasonal, weather,
fashion influences?
and therefore the subject for the SWOT analysis, is for the
• Management is committed
and confident.
opportunities threats
• Could develop new • Legislation could impact.
products. • Environmental effects would
• Local competitors have favour larger competitors.
poor products. • Existing core business
• Profit margins will be good. distribution risk.
• End-users respond to new • Market demand very seasonal.
ideas. • Retention of key staff critical.
• Could extend to overseas. • Could distract from core
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• New specialist applications.
• Can surprise competitors. business.
• Support core business • Possible negative publicity.
economies.
• Vulnerable to reactive attack
• Could seek better supplier by major competitors.
deals.
from Menon et al. (1999) and Hill and Westbrook (1997) have
33
governmental units, and individuals. SWOT analysis may also
factors.
is going to do
• Environmental scanning
need to change
implementation
objectives/strategies.
2.6 MARKETING
include:
groups
statistical surveys
(on-site) observation
36
competitive intelligence processes to help identify
Track record –
successful
assignments
thought, it can help you uncover opportunities that you are well
37
your business, you can manage and eliminate threats that
Personal Experience
opportunity.
Weighting
Emphasize Detail
word "technology."
This one word doesn't tell the reader very much. A description
39
'Technology makes it possible for marketers to communicate
via mobile phone right up until the point of purchase. This gives
Once you write out the details and you've weighed the
words, you can begin to select those factors that will be the
40
gaps between current strengths and future opportunities you
CHAPTER THREE
population;
41
(ii) It is a design in which a structure and systematic research
workplaces;
brought;
statistically; and
1995).
42
the sample of the respondents are selected in such a way
The survey research method also has the merit that data
3.2 SAMPLING
The list of all senior and junior staff of the firm is from the
3.3 Population
44
The population, in this study is the totality of the senior
EFFURUN.
that:
Questionnaire
45
method of primary data collection, heavy dependence is
et al, 1976).
46
The questionnaire also has some demerits. It has noted
respondents to tick.
Interview
also has the merit that it gives a very high completion and
questionnaire.
Observations
49
In addition to questionnaire and face-to face interviews,
ANALYSIS TOOLS
50
The data presentation tools are simple bar charts,
of a table include;
(c) Caption
figure;
prose information;
51
(h) Patterns or trends within the figures which cannot be
prose formation:
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CHAPTER FOUR
4.1 INTRODUCTION
chapter include:
Data Presentation,
Percentage analysis
Cross-tabulated analysis
Hypothesis testing
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4.2 DATA PRESENTATION
TABLE 4.1
OF THE RESPONDENTS
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1 SEX FREQUENCY
Male 150
Female 50
subtended
Married 130
Single 70
Total 200
3 AGE
21-30 years 90
31-40 years 90
41-50 years 10
51-60 years 10
Total 200
4 HIGHER
EDUCATIONAL
QUALIFICATION 18
DIPLOMA 10 54
OND 30 144
HND 80 36
56
FIRST DEGREE 20 72
SECOND DEGREE 40 36
NIM 20 360
TOTAL 200
the ages of the 200 respondents they are 21-30 years, 31-
57
Figure 4.1 below shows the simple bar chart of the data on
160
FIGURE 4.1: THE SIMPLE BAR CHART OF THE DATA ON THE
-
SEX OF THE RESPONDENTS
140
-
GENDER OF THE RESPONDENTS
120
-
100
-
Frequency
80
--
60
-
-
40
MAIL FEMALE
20
Gender
-
0
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TABLE 2. GENDER OF THE RESPONDENTS
frequency of 50 of them.
Figure 4.2 below shows the simple bar chart of the data
120
-
100 -
80 -
Frequency
60 -
40 -
20 -
-
MARRIED SINGLE
0
Marital status
60
200 respondents while the single respondents have the
frequency of 70 of them.
40
20
0
Age group
Percent
(years) Percentage
21 TO 30 90
TABLE 4. 45.0
AGES OF 45.0
THE RESPONDENTS 45.0
Figure 4.4 below shows the pie chart of the data on the
OND DIPLOMA
FIRST DEGREE
5%
FIG.4.4 THE PIE CHART OF
15% THE DATA ON
OND
THE HIGHEST
SECOND DEGREE 10%
EDUCATIONAL QUALIFICATIONS OF THE 200
RESPONDENTS
20%
HND
80%
FIRST DEGREE 10%
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Educational Frequency Percentage Valid Cumulative
level Percentage Percentage
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From figure 4.4 above, the Educational Qualifications are
540, 1440, 360, 720 and 360 and respectively at the center
of the circle.
respondents
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TABLE 6. CROSS-
The usefulnessTABULATION
of SWOT analysis is not 1 2 to profit
limited
making organisations 19
NO
DIPLOMA DON’T 91
6YES 2NO 2 ANSWER
OND KNOW Total
19 7
HND 26
FIRST 60 31
31
DEGREE - 10 9 21
SECOND 31 9
200
DEGREE 21
NIM 100 43 11
Total
39
939
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not die but continue to exist until its name is dissolved
TABLE 7. Cross-tabulation 2
DIPLOMA 10 10
FIRST
DEGREE 10 9 19
SECOND
DEGREE 40 40
NIM 21 21
The above table indicates
Total 104
that 40A company
47
may
9
own
200
65
basis, is sample regards whether a hypothesis is true or
CHI-SQUARE TEST
66
results from the inadequacy of the theory to fit the
c =(O-E)2/E
Where,O=Observed frequency
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time constraints and reduced human error and give also
F F
YES 100 50.0 50.0 Accept
DON’T
NO 50.0
Total 200
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Observed Expected Residual Decision
F F
DON’T
NO
Total 200
Residuals
values.
TEST STATISTICS
The greatest
The usefulness of SWOT strength of
SWOT is the
analysis is not limited
greatest
to profit making weakness:
flexibility
organisations
Chi-Square 73.880 94.120
df 3 3
70
note: df = degree of freedom
Level of significance……….0.05
Critical value………………………43.0
Calculated value……………………73.880
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CHAPTER FIVE
1.1 FINDINGS
environment.
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-It is the first stage of planning and helps marketers to focus on key
issues.
threats.
-You can use a SWOT analysis to identify and analyze the Strengths
environment.
and external factors, and maximizes the potential of the strengths and
threats.
5.2 SUMMARY
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classified as opportunities (O) or threats (T). Such an analysis of
environmental scan:
Environmental Scan
/ \
/\ /\
SWOT Matrix
5.3 CONCLUSION
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business venture or project and identifying the internal and external
Stanford University in the 1960s and 1970s using data from Fortune 500
companies.
A SWOT analysis must first start with defining a desired end state or
the objective.
75
Identification of SWOTs is essential because subsequent steps in the
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