SWOT Analysis: SWOT Analysis is a tool used by organizations to
help the firm establish its strengths, weaknesses,
opportunities and threats.
SWOT Analysis is used as a framework to help
firms develop their overall corporate, marketing
or product strategies.
SW: Strengths and Weaknesses of a company
or product (internal factors controllable by the
company).
OT: Opportunities & Threats (in the
market/environment) are external factors
which are uncontrollable by the organization.
Opportunities and threats:
1-List of opportunities in the market segment
• Large segment size.
• High growth rate.
• High level of customer interest.
• High degree of acceptance.
• Many new customers.
2.List of opportunities in the environment
• Few government regulations
• Little negative public opinion.
• Growth economy.
3.List of opportunities in the competition:
• Few competitors
• Weak selling power
• No new products
• Little promotion activity.
The Process of buying:
1. Problem
2. Need recognition
3. Information search: start asking what is the
solution? which brand ? ask friends…..etc.
4. Evaluation of different options
5. Purchase decision
Buying motivations:
1- Making a gain :Buying to increase yield or money return.
2-fear of loss :
Buying to protect an investment
from damage or loss.
3-pleasure : Buying because of enjoyment.
4- Avoidance of pain
Buying because it will remove physical
or mental pain.
5- Pride:
Buying because of inner feelings of
wanting the best.