Please complete a short questionnaire
Which will enable the most effective marketing strategy
Ideas to get started
Strengths
- Advantages of proposition
- Capabilities
- Competitive advantages
- USP’s (unique selling points)
- Resources, Assets, People
- Experience, knowledge, data
- Financial reserves, likely returns
- Marketing – reach, distribution, awareness
- Innovative aspects
- Location and geographical
- Price, value, quality
- Accreditations, qualifications, certifications
- Processes, systems, IT, communications
- Cultural, attitudinal, behavioural
- Management cover, succession
Weaknesses
- Disadvantages of proposition
- Gaps in capabilities
- Lack of competitive strength
- Reputation, presence and reach
- Financials
- Own known vulnerabilities
- Timescales, deadlines and pressures
- Cashflow, start-up cash-drain
- Continuity, supply chain robustness
- Effects on core activities, distraction
- Reliability of data, plan predictability
- Morale, commitment, leadership
Opportunities
- Market developments
- Competitors’ vulnerabilities
- Industry or lifestyle trends
- Technology development and innovation
- Global influences
- New markets, vertical, horizontal
- Niche target markets
- Geographical, export, import
- New USP’s
- Tactics – surprise, major contracts, etc
- Business and product development
- Information and research
- Partnerships, agencies, distribution
- Volumes, production, economies
- Seasonal, weather, fashion influences
Threats
- Political effects
- Legislative effects
- Environmental effects
- Market demand
- New technologies, services, ideas
- Vital contracts and partners
- Sustaining internal capabilities
- Insurmountable weaknesses
- Loss of key staff
- Sustainable financial backing
- Economy – home, abroad
- Seasonality, weather effects
Questionanire
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