Developing and
Implementing
Marketing
Strategy

A business does not operate in
isolation. It is always subjected to the
positive and negative effects of the
environmental factors where it is
operating. Thus, it needs to examine
its changing environment and plan
courses of action to take or
strategies to pursue in the period to
come.
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Planning Phase of the
Strategic Marketing
Process
◎ Situation (SWOT) Analysis
◎ Market-product focus and
goal setting
◎ Marketing Program
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In the planning phase, the internal
strength and weaknesses, external
competition, technological
innovations, changes in the industry
culture, and the general state of the
company are identified.
.
Business Portfolio- collection of
businesses that the company owns
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Situation (SWOT)
Analysis

is used to identify a company’s
strength, weaknesses, opportunities,
and threats. The primary objective of
the process is to help organizations
develop a full awareness of all the
factors, positive and negative, that
may affect strategic planning and
decision-making.
SWOT Analysis
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is an excellent tool for organizing
information, presenting solutions, identifying
roadbloacks, and emphasizing opportunities.
The main purpose of the SWOT Analysis is
to add value to a company’s product and
services so that new customers can be
recruited, loyal customer can be retained,
and product and services can be extended to
customer segments over the long term.
SWOT Analysis
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✓ Exploring avenues of new plans
✓ Determining possibilities of introducing new
products or entering new market
✓ Identifying possible areas of change
✓ Making decisions about the direction of the
company’s plans
✓ Adjusting plans when opportunities come up
✓ Communicating information gathered from
studies or surveys
SWOT Analysis can be used in
the following circumstances:
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A picture is worth a thousand
words
A complex idea can be
conveyed with just a single
still image, namely making it
possible to absorb large
amounts of data quickly.
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Strengths
Strengths are the strong areas or
attribute of the company, which are
used to overcome weakness and
capitalize to take advantage of the
external opportunities available in the
industry. It includes internal
capabilities, resources, and all
positive situational factors.
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Strengths
For this quadrant, think about your and your business's
attributes that will help you achieve your objective.
Questions to consider:
What do you do well?
What are your unique skills?
What expert or specialized knowledge do you have?
What experience do you have?
What do you do better than your competitors?
Where are you most profitable in your business?
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Weakness
Weakness are painful point for the
company. It means the weak factors
which needs to be improved in future
otherwise if they exposed to the
competitors they can take the
advantage of it. It include internal
limitations and negative situational
factors that may interfere with the
company’s performance. 12

Weakness
For this quadrant, think about the your and your
business's attributes that could hurt your progress in
achieving your objective. Questions to consider:
In what areas do you need to improve?
What resources do you lack?
What parts of your business are not profitable?
Where do you need further education and/or
experience?
What costs you time and/or money?
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Opportunities
Opportunities are the chances exist
in the external environment, it
depends whether the firm is willing to
exploit the opportunities or they may
ignore the opportunities due to lack of
resources.
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Opportunities
For this quadrant, think about the external conditions that
will help you achieve your objective. Questions to consider:
What are the business goals you are currently working
towards?
How can you do more with your existing customers or
clients?
How can you use technology to enhance your business?
Are there new target audiences you have the potential to
reach?
Are there related products and services that provide an
opportunity for your business?
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Threats
Threats are unfavorable external
factors or trends that may present
challenges to the performance of the
firm.
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Threats
For this quadrant, think about the external
conditions that could damage your business's
performance. Questions to consider:
What obstacles do you face?
What are the strengths of your biggest
competitors?
What are your competitors doing that you're not?
What's going on in the economy?
What's going on in the industry?
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Example SWOT Analysis of Wal-Mart
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Strengths
· Customer oriented
· SAM’S Club customers able to buy in bulk
· Super centers offer one stop shopping
· Satisfaction guaranteed programs promoting
customer goodwill
· Buy from local merchants when possible
· Stock ownership and profit-sharing with employees
· Leads industry in information technology
· Ongoing development of its employees
· Strong community involvement

Example SWOT Analysis of Wal-Mart
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Weakness
· No formal mission statement
· Membership only for SAM’S Club
· Keep poor performing employees on hand
· Old fashioned store policies
· Few women and minorities in top management

Example SWOT Analysis of Wal-Mart
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Opportunities
· Consumers want ease of shopping
· Internet shopping growing
· Dollar value increasing
· Similar shopping patterns worldwide
· Retail sales expected to increase
· Environment conscious consumers
· Elderly population growing
· Asian market virtually untapped by retail
· European Market untapped by retail

Example SWOT Analysis of Wal-Mart
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Threats
· Regulation of Wal-Mart pharmacies
· Small towns do not want entry of Wal-Mart
· Bad media exposure for Kathie Lee Brand
· Variety of competition nationally, regionally and
locally
· Substitute products more easily because of intense
competition

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