Professional Documents
Culture Documents
Presented By:
Syed Amirul Islam, M. Pharm., MBA
CEO
Amulet Pharmaceuticals Ltd
SWOT ANALYSIS
External Environmental Analysis (Opportunity and Threat
Analysis):
A business unit has to monitor key macro environment forces
(demographic, economic, technological, political-legal, and sociocultural) and significant micro environment actors (customers,
competitors, distributors, suppliers) that affects its ability to earn profits.
A major purpose of environmental scanning is to figure out new
marketing opportunities.
A marketing opportunity is an area of buyer need in which a company
can perform profitably. Opportunities can be classified according to
their attractiveness and their success probability .
An environmental threat is a challenge posed by an unfavorable trend
or development that would lead, in the absence of defensive marketing
action, to deterioration in sales or profit. Threats should be classified
according to seriousness and possibility of occurrence.
SWOT ANALYSIS
Internal Environmental Analysis
(Strengths and Weaknesses Analysis): It
is one thing to discern attractive
opportunities and another to have the
competencies to succeed in these
opportunities. Each business needs to
evaluate its strengths and weaknesses
periodically. It can be done so by using a
Checklist for Performing Strengths /
Weaknesses Analysis.
3. GOAL FORMULATION:
Once the company has performed a SWOT
analysis, it can proceed to develop specific
goals for the planning period. This stage of the
process is called goal formulation.
GOAL FORMULATION:
Most business units pursue a mix of objectives
including profitability, sales growth, market share
improvement, risk containment, innovativeness, and
reputation. The business unit sets these objectives
and then manages by objectives (MBO).
Objectives are qualitative and quantitative which
must be SMART i.e.,
S - Specific,
M - Measurable,
A- Appropriate,
R- Realistic,
T- Time bound.
4. STRATEGIC FORMULATION:
Goals indicate what a business unit wants to achieve;
strategy is a game plan for getting there. Every business
unit must tailor a strategy for achieving its goals,
consisting of a marketing strategy, and a compatible
technology strategy and sourcing strategy. Although
many times of marketing strategy are available, Michael
porter has condensed them into three generic type that
provide a good starting point for strategic thinking:
i) Overall cost leadership,
ii) Differentiation, or
iii) Focus.
5. PROGRAM FORMULATION:
Once the business unit has developed its
principal strategies, it must work out detailed
supporting programs.
Once the marketing programs are tentatively
formulated, the marketing people must
estimate their cost.
Activity-based cost (ABC) accounting should be
applied to each marketing program to
determine whether it is likely to produce
sufficient results to justify the cost.
6. IMPLEMENTATION:
A clear strategy and well-thought-out programs may
be useless if the firm fails to implement them
carefully. Strategy is only one of seven elements
which are involved for the success of the firm. The
first three elements -- strategy, structure, and
systems are considered the hardware of
success. The next four style, skills, staff, and
shared values are the software. When these
soft elements are present, companies are usually
more successful at strategy implementation.
THANK YOU