Written Assignment - SWOT Analysis

SWOT ANALYSIS RESULTS:

Strengths:

· Over half of the residents in our marketing territory are affluent.

· Our financial position and credit rating are good.

· We have strong salespeople at the top of our organization.

Weaknesses

· Telemarketing operation is generating an abundance of price-conscious customers who may leave us at the next price adjustment.

· The independent contractors we use are difficult to control from a reliability and quality standpoint.

· Salespeople often do not follow procedures.

· Lack of a formal budget process results in expenses

Opportunities

· The adjacent town is over 50 percent affluent residents. Penetrating that market would stimulate significant sales growth.

· Most of our customers use us for only part of what can do with our products and services;

· The potential for more sales within our existing customer base is high.

· Implementing a program to include stuffers (showing our full range of products and services) in every mailing to our existing customers could generate cross-sales.

Threats

· A new competitor started up its operation nearby 18 months ago and is cutting prices to attract market share.

· New competitor has lured away two of our employees with offers of better pay.