ASSESSING ORGANIZATIONAL RESOURCES
AND OPPORTUNITIES
Competitive
Advantage
SWOT Analysis
 Strengths (Internal)
 Weaknesses (Internal)
 Opportunities (External)
 Threats (External)
 The result of a
company’s
matching a core
competency
(superior skill or
resources) to
opportunities in
the marketplace
 Ex. Ebay
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Gather Intelligence
Key
Outline Term
2–1
Key
Outline Term
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SWOT: Internal Factors
2–2
SWOT: Internal Factors
Strengths: competitive advantages or core
competencies. Must relate to satisfying the
customer.
 Work Processes, Organization, Culture, Staff,
Quality, Production capacity, image, financial
resources, Customer service
Ex. John Deere
Weaknesses: limitations a company faces in
developing or implementing a marketing
strategy.
 Work Processes, Organization, Culture, Staff,
Quality, Production capacity, image, financial
resources, Customer service
Ex. K-Mart
promotes service, experience and
reputation
Key
Outline Term
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2–3
Key
Outline Term
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1
SWOT: External Factors
SWOT: External Factors
Opportunities: favorable conditions in the
environment that could produce rewards if
acted on properly
Threats: conditions or barriers that may
prevent the firm from reaching its objectives.
Need to be acted on to prevent them from
limiting the organizations capabilities
 Market segment analysis,
 industry/competition analysis
 Technology
 Government impacts
 Market segment analysis,
 industry/competition analysis
 Technology
 Government impacts
 Etc.
Amazon
iPhone competition
Key
Outline Term
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Key
Outline Term
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SWOT Analysis
2–6
SWOT Analysis
An assessment of the organization’s strengths,
weaknesses, opportunities, and threats
Key
Outline Term
Figure 6.2
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Figure 2.2
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Key
Outline Term
2–8
2
Group Exercise
What would you look for when conducting a
SWOT analysis for Best Buy?
 What are some of their strengths?
 What are some of their weaknesses?
 What are some potential opportunities?
 What are some potential threats?
Key
Outline Term
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2–9
3