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O.
O.C.
C.Ferrell
Ferrell Michael
MichaelD.
D.Hartline
Hartline
Developing
Competitive
Advantage and
Strategic Focus
C H A P T E R
SWOT Analysis
(Strengths, Weaknesses, Opportunities, Threats)
Exhibit 5.1
5-3
Simplicity
Lower Costs
Flexibility
Integration and Synthesis
Collaboration
5-4
Common Criticisms
of SWOT Analysis
Allows firms to create lists without serious consideration
of the issues
Often becomes a sterile academic exercise of classifying
data and information
5-5
Stay Focused
Search Extensively for Competitors
Collaborate with other Functional Areas
Examine Issues from the Customers Perspective
Look for Causes, Not Characteristics
Separate Internal Issues from External Issues
5-6
Stay Focused
It is a mistake to complete one generic SWOT
analysis for the entire organization or business unit.
When we say SWOT analysis, we mean SWOT
analyses.
5-7
Brand competitors
Product competitors
Generic competitors
Total budget competitors
5-8
5-9
Exhibit 5.4
5-11
- Organizational
- Intellectual
- Informational
- Legal
- Human
- Relational
- Reputational
5-12
Know thyself
Know thy customer
Know thy competitors
Know thy environment
5-13
Exhibit 5.6
5-17
Quantitative Assessment of
Elements Within the SWOT Matrix
Exhibit 5.7
5-18
Discussion Question
Strengths, weaknesses, opportunities, and threats:
Which is the most important? Why? How might
your response change if you were the CEO of a
corporation? What if you were a customer of the
firm? An employee? A supplier?
5-19
Operational Excellence
Product Leadership
Customer Intimacy
5-20
Operational Excellence
Product Leadership
Customer Intimacy
Common Sources
of Competitive Advantage
Relational Advantages
Product Advantages
Legal Advantages
Pricing Advantages
Organizational Advantages
Promotion Advantages
5-22
Discussion Question
Support or contradict this statement: Given the
realities of todays economy and the rapid
changes occurring in business technology, all
competitive advantages are short lived. There is
no such thing as a sustainable competitive
advantage that lasts over the long term. Defend
your position.
5-23
5-24
Strategy Canvas
Identifies factors that the industry currently competes on
and what customers receive from existing product
offerings (captured by the horizontal axis)
Identifies the offering level received by buyers for each
factor (captured by the vertical axis)
High levels mean that a company invests more and offers
buyers more of that factor.
5-25
Exhibit 5.10
5-26
Discussion Question
Is it possible for an organization to be successful
despite having a value curve that is not distinct
from the competition? In other words, can an
organization be successful by selling a me-too
product (a product that offers no compelling
differences when compared to the competition)?
Explain.
5-29
Developing Marketing
Goals and Objectives
Developing Marketing Goals
Attainability
Consistency
Comprehensiveness
Intangibility
Attainability
Continuity
Time Frame
Assignment of Responsibility
5-30