Running head: SWOTT SYNOPSIS
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SWOTT Synopsis
Shannon Harness
BUS/475
4/14/2013
Kasey Patterson
SWOTT SYNOPSIS
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SWOTT Synopsis
Many factors affect the way a business is ran and affect the success or failure of that
business. Understanding how external and internal factors will affect a business will provide
useful information that helps companies make good decisions and develop strategies and
objectives. A SWOTT analysis is an excellent way to assess the effects of external and internal
factors. SWOTT stands for: strengths, weaknesses, opportunities, threats, and trends. The
following Synopsis will explain several of the factors that affect TNW Firearms, Inc (TNW).
SWOTT Table
External
forces and
trends
consideration
Strength
Weakness
Opportunity
Threat
Trend
Legal and
Regulatory
Protection of
firearms rights
Constant
changes
To develop
Bans on
new
firearms
products that
are sole
property of
the company
Generates panic and
changes consumer
demand
Global
The ability to
increase the
market
Political beliefs
can have an
effect on
business
Trade
Global economy
and politics
Introducing new
products to Canada
Economic
Generates
Revenue
Changes or
determines
value of
products
Development Loss of revenue
of products
that will
succeed in
current
economy
Consistent changes
Technological
Increases
productivity of
suppliers
Available to
everyone
Design new
products
Can decrease
production
while in training
of new software
Online sales and
smart phone apps.
Innovation
Gives the
company a
Lack of
innovation
To be ahead
of the
Bad ideas
Making an existing
products more
SWOTT SYNOPSIS
Social
competitive
edge
Positive
publicity
3
market
Word of
mount
advertising
Not properly
utilized
Environmental The company is Not knowing
environmentally much about
sound.
the
environmental
situation of
suppliers
To develop a
positive
image
Any suppliers
Leaving a low carbon
that are not
footprint.
environmentally
conscious
Competitive
Analysis
Product is
newer than
competitions
To make sure
that we do
not make the
same
mistakes as
our
competition
(learn by
example)
New
competition
Style and
functionality of rifles.
Internal forces Strength
and trends
considerations
Strategy
Motivated to
develop proper
strategy
Weakness
Opportunity
Threat
Trends
Business
strategy needs
to be properly
developed
To start a
new plan
based on
current
situation.
Growing and
moving forward
prior to the
development of
plan
Meetings and
objectives
Structures
Working on
structure and
involving
employees
Habits
Opportunity
to create an
organized
workplace
Lack of
cooperation.
Meetings and
discussions
Processes and
systems
Open to new
processes and
systems
Adjustment
time needed
Organization
and
efficiency
Lack of follow
through
Employee
involvement
Culture
The type of
culture
company wants
Leadership and
communication
To make
changes and
create a
positive work
environment
Negative
attitudes
Developing positive
interactions and
communication
Product is
easier to
assemble than
current
competition
Negative
publicity
innovative
Social media sites
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Technology
New equipment
is allowing our
manufactures
to make
products
quickly
Availability
Ability to
generate
new designs
Using the
wrong
technology
Innovations
Development of
the ASR
Not enough
time spent on
R&D
Development Not using or
of new
implementing
products
new ideas
Creating better
products and making
products better
Intellectual
property
The owners
ability to
develop new
products and
the skills of
employees
Lack of time to
foster skills
To
collaborate
and develop
skills and
products
Not protecting
intellectual
property in a
timely manner
Developing patents
and creating
contracts/agreements
Leadership
Support the
company
Communication Proper
and direction
leadership
will develop
a strong
team
Poor leadership
skills
Training and
directives
Resources
Quality
manufacturers
Current market
and lead time
on parts
To develop
of strong
relationships
Lack of
suppliers ability,
break in supply
chain
Creating efficient
supply chins
Goals
Increasing
development of
goals
Not setting
enough goals
Create
Not setting
opportunities proper goals
to achieve
objectives
Strategic
capabilities
Many people
with knowledge
of business
Communication Increasing
company
success
Poor planning
Development of
technology that
increases efficiency
Training on goal
setting.
Developing strategic
marketing and
business plans.
External Factors
Economic, political, and social factors are examples of external forces that affect TNW
on a continual basis. The products developed and generated by TNW are in constant demand
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and continually maintain a steady source of revenue. The recent economic situation had created
a demand for firearms because many people fear an increase in burglaries and want to protect
their families and possessions. Along with economic factors, political factors are also causing an
increase in firearms sales as people are worried that they may lose the ability to purchase
firearms. In November of 2009 a reported 1,529, 635 background checks were done by licensed
firearms dealers (Gregory, 2009). The actual number of firearms sold in 2012 is undetermined;
however, over 16 million background checks were performed that year (Huffington Post, 2012).
The recently proposed and passed federal and state gun laws generated a large amount of sales
for TNW. Customers stated that they wanted to purchase rifles before any bans take effect Bans
and restrictions created a demand for design changes and modifications to TNW products in
order to allow products to remain available for customers.
The firearms industry is not only under the scrutiny of political parties, it is also a topic of
debate among the general public. Groups such as the NRA support the right to bear arms and
encourage education and firearms training (NRA, 2013). The Brady Campaign is social network
of people who work on passing federal and state gun laws and reform of the gun industry, as well
as educate society about gun violence (Brady Campaign, 2013). Organizations such as the Brady
Campaign and legislation often pose a threat to TNW and the firearms industry. Proposed gun
laws and bans can render products obsolete or unusable and cause the company to lose money
and the ability to keep personnel employed. Understanding the economic, political, and social
factors that affect the firearms industry is important to TNW’s success.
Competitive Analysis
TNW has developed a competitive advantage in the production and service of several
historic firearms, such as the.50 caliber M2HB and .30 caliber 1919. With years of experience
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and design the company has created quality semi-automatic conversions of fully automatic rifles.
As one of the remaining companies in this market TNW does not need to focus on marketing and
sales. TNW has developed a new product called the Areo Survival Rifle (ASR). This product is
a carbine rifle with the ability to change calibers from 9mm to .40 and .45 caliber. Just Right
Carbines (JR Carbines) has been in business since 2009 and also produces a rifle with the ability
to change calibers. The process of changing calibers on a JR Carbine takes approximately
twelve minutes, requires tools, and has over 20 steps to complete the process (Just Right
Carbines, 2013).
Although the products produced by the two companies are similar in concept each
company has different advantages. JR Carbines advantages are length of time producing and
performing R&D on the product. TNW’s advantage is in the design of the ASR and the length
of time the company has been in business. The Design of the ASR allows the owner to change
calibers in eight steps, without the need for tools. Continued R&D, quality assurance, customer
service, and marketing will be detrimental to the success of TNW in the carbine rifle market.
Internal Factors
TNW is currently restructuring the company and making many changes regarding
processes, systems, strategy, and culture. The company has several strengths that include
flexibility, innovation, collaboration, and motivation. The restructuring is based on the need for
structure, organization, and to streamline operations. Flexibility is needed in order to adjust and
incorporate new procedures. It is also important to understand that goals and objectives will
need to change as the company evolves. Tim Bero, owner and president of TNW, is known for
innovative thinking and designs. In addition to Mr. Bero’s skills TNW has several employees
that posses the skills and knowledge necessary to keep the company moving forward.
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Collaboration between the owner, employees, customers, and suppliers is an advantage. TNW
understands the importance of communication in the effectiveness and efficiency of the supply
chain.
TNW has many strengths; however, the company will need to overcome several
weaknesses in order achieve objectives. Development of a proper structure is the first obstacle
that TNW must overcome. As the company grows it is important that it develops a structure that
works well, such as a hierarchy structure. Until this has been firmly established employees will
unclear of their roles and lack clear direction. The tasks required to run the company should be
evaluated and a proper division of labor implemented. The second area that needs improvement
is leadership. The current structure lacks defined leadership and creates a work environment that
is unorganized and confusing to employees. This factor carries into the culture of the
organization. TNW employs many motivated and skilled employees, creating the proper work
environment will develop the type of culture that is conducive to the mission and vision of the
organization. The final weakness of the company is strategy and planning. TNW has been
successful and managed to grow without defined plans; however, the company would see higher
levels of success by developing marketing plans and objectives. The company has a broad
objective to make new products and increase revenue, but has not developed a proper business or
marketing strategy.
Hypothesis and Testing
Issue or Opportunity
Hypothesis
Research Questions
Opportunity 1:
Developing new
What types of partnerships does TNW
Developing new
partnerships will increase need to develop?
partnerships
revenue and capital.
What are the benefits of each type of
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partnership?
What benefits will TNW provide?
Can the company uphold obligations?
Opportunity 2:
Creating a new product
What products are in demand?
Development of a new will increase revenue and Does TNW possess the capability to
product
allow TNW to enter new
produce more goods?
markets.
What is the cost of developing the new
product?
What strategy will TNW use to market
the new product?
Will suppliers be able to handle
increased production?
Issue 1: Need for a
Creating a business plan
What is TNW’s mission?
proper business plan
will give the company
What is TNW’s Vision?
structure and objectives
What are the top 3 objectives of the
that will drive the
company?
employees.
How do employees perceive the
company?
Issue 2: The need for
Developing proper
How does the company currently address
proper marketing and
project and marketing
planning?
project planning
plans will keep
What are the priorities of each area?
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production, R&D, and
Who is in charge of planning in each
sales organized and
area?
increase success.
What suggestions would employees
make regarding planning and
organization?
Conclusion
Evaluating and understanding the internal and external factors that affect TNW is
important. Developing proper business and marketing plans will allow the company to become
organized and increase TNW’s ability to meet objectives. Utilizing the hypothesis and research
table will allow TNW to address the main issues and opportunities that the company faces. The
company has many strengths and opportunities that indicate a high level of success; however, the
weaknesses need to be addressed in order to ensure success.
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References
The Huffington Post (2103). Gun Sales in 2012 Set Record, FBI Data Indicates. Retrieved from
http://www.huffingtonpost.com/2012/12/14/gun-sales-2012_n_2303513.html
NRA (2013). About NRA. Retrieved fromhttp://home.nra.org/home/document/about
Brady Campaign to Prevent Gun Violence (2013). Mission. Retrieved from
http://www.bradycampaign.org/about
Gregory, S. (2013). Boom in Gun Sales Fueled By Politics and the Economy. Retrieved from
http://www.time.com/time/nation/article/0,8599,1889886,00.html
Just Right Carbines (2013). About Us. Retrieved from
http://www.justrightcarbines.com/About_Us.html