SWOT Analysis on tactical level
As mentioned before, SWOT analysis on
tactical level is not a standard practice as it
takes too much time. Furthermore, there
often are better ways to research and
evaluate strategy solutions.
An example here can be testing a new commercial or new packaging of a product. The
fact is that often you learn more, also strategically by trying out options than by research.
However, a SWOT analyses might be a very
good idea precisely in marketing.
Marketing is supposed to present a product
or a service in a certain desired way so that
consumers engage in desired behavior.
To achieve that marketers can rely on a
modified version of SWOT analysis. The
thought here is that knowing the product
that is to be marketed is crucial to successful marketing.
Understanding what is the unique about
the product or the service (Strengths) and
what downsides it has (Weaknesses) in
comparison with competition and in reg ard
to
con su m er
pr efere nces
(Opportunities and Threats) makes it possible to define precisely a target group and
a marketing message.
A smart marketer will for example always
highlight the pluses of a product or service
but will keep in mind the downsides and
include them in the marketing message to
avoid adverse consumer reactions and to
demonstrate responsibility and commitment.
SWOT analysis is indeed vary helpful in
preventing damage or losses connected to
wrong strategic decisions.
If you follow the chart on the next page
you will see how SWOT analysis saves you
from making strategic mistakes.
The picture presents an example of how
SWOT analysis works in the process of
making a decision about marketing a new
candy bar.
This example was chosen as it clearly
shows how SWOT analysis can guide you
through all the details connected to making a certain decision and how it can show
you the path you need to follow.
Unfortunately, companies rarely use
SWOT analyses prior launching a commercial. This results in irresponsible commercials or misleading commercials.
The fact that many companies do it and
the fact that it is not illegal should hardly
encourage one to follow their example.
Remember what was discussed in the
Stakeholder Strategy article: stakeholders
are on the watch and can easily get you if
you try to deceive them or fail to satisfy
them.
Whereas the solution is hardly always a
SWOT analysis, such a tool can help keep a
check on strategy and make sure you are
going the right way.
Remember that a transparency promise in
your CSR report for example means also
transparency in commercials!
Do you want stakeholders to trust you?
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