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B) Match the words to the definitions (a-c)
| 1. market research s_gm_nt sh_re | a) the percentage of sales a company has b) information about what customers want and need c) a group of customers of similar age, income level and social group |
| 2. consumer b_h_v_ _ _r pr_f_l_ g_ _ds | a) description of a typical customer b) where and how people buy things c) things people buy for their own use |
| 3. product l_ _ nch l-f-cycl_ r_ng_ | a) introduction of a product to the market b) length of time people continue to buy a product c) set of products made by a company |
| 4. sales f_r_c_st f_g_r_s t_rg_t | a) how much a company wants to sell in a period b) how much a company thinks it will sell in a period c) numbers showing how much a company has sold in a period |
| 5. advertising c_mp_ _gn b_dg_t _g_ncy | a) a business which advises companies on advertising and makes ads b) an amount of money available for advertising during a particular period c) a programme of advertising activities over a period, with particular aims |
UNIT 6
SWOT Analysis
Read the text
SWOT Analysis
SWOT Analysis is a useful technique for understanding your Strengths and Weaknesses, and for identifying both the Opportunities open to you and the Threats you face.
What makes SWOT particularly powerful is that it can help you uncover opportunities that you are well placed to exploit. And by understanding the weaknesses of your business, you can manage and eliminate threats that would otherwise catch you unawares.
More than this, by looking at yourself and your competitors using the SWOT framework, you can start to develop a strategy that helps you distinguish yourself from your competitors, so that you can compete successfully in your market.
The SWOT analysis enables companies to identify the positive and negative influencing factors inside and outside of a company or organization. The key role of SWOT is to help develop a full awareness of all factors that may affect strategic planning and decision making.
SWOT is meant to act primarily as an assessment technique, though its lengthy record of success among many businesses makes it an invaluable tool in project management.
Internal factors
The first two letters in the acronym, Strengths and Weaknesses, refer to internal factors: the resources and experience readily available to you. Examples of areas typically considered include:
- Financial resources, such as funding, sources of income and investment opportunities.
- Physical resources, such as your company’s location, facilities and equipment.
- Human resources, such as employees, volunteers and target audiences.
- Current processes, such as employee programs, department hierarchies and software systems.
Identifying factors both good and bad is important in creating a thorough SWOT analysis.
External factors
Every company, organization and individual is influenced and affected by external forces. Whether connected directly or indirectly to an opportunity or threat, each of these factors is important to take note of and document. External factors typically reference things you or your company does not control, such as:
- Market trends, such as new products and technology or shifts in audience needs.
- Economic trends, such as local, national and international financial trends.
- Funding, such as donations, legislature and other foundations.
- Demographics, such as a target audience’s age, race, gender and culture.
2. Complete the sentences:
Conducting SWOT Analysis you can:
1. Understand ________________________________________.
2. Manage and eliminate ________________________________.
3. Look at ____________________________________________.
4. Start ______________________________________________.
5. Compete ___________________________________________.
6. Identify ___________________________________________.
7. Develop ___________________________________________.
Date: 2015-12-24; view: 1858
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