How to Coach Yourself and Others Essential Knowledge For Coaching | Page 531

Subject of SWOT analysis example: the creation of own distributor
company to access new end-user sectors not currently being
developed.
strengths
End-user sales control and
direction.
Right products, quality and
reliability.
Superior product performance vs
competitors.
Better product life and durability.
Spare manufacturing capacity.
Some staff have experience of
end-user sector.
Direct delivery capability.
Product innovations ongoing.
Can serve from existing sites.
Products obtained accreditations.
Management is committed and
confident.

weaknesses
Customer lists not tested.
Some gaps in range for certain
sectors.
We would be a small player.
No direct marketing experience.
We cannot supply end-users
abroad.
Need more sales people.
Limited budget.
No pilot or trial done yet.
Don't have a detailed plan yet.
Delivery-staff need training.
Customer service staff need
training.
Processes and systems, etc
Management cover insufficient.

opportunities
threats
Could develop new products.
Legislation could impact.
Local competitors have poor
Environmental effects would
products.
favour larger competitors.
Profit margins will be good.
Existing core business distribution
End-users respond to new ideas.
risk.
Could extend to overseas.
Market demand very seasonal.
New specialist applications.
Retention of key staff critical.
Can surprise competitors.
Could distract from core business.
Support core business economies. Vulnerable to reactive attack by
Could seek better supplier deals.
major competitors.

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