SWOT analysis example

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This SWOT analysis example is based on an imaginary situation. The scenario is based on a business-to-business manufacturing company, who historically rely on distributors to take their products to the end user market. The opportunity, and therefore the subject for the SWOT analysis, is for the manufacturer to create a new company of its own to distribute its products direct to certain end-user sectors, which are not being covered or developed by its normal distributors.

1.End-user sales control and direction.
2.Right products, quality and reliability.
3.Superior product performance vs competitors.
4.Better product life and durability.
5.Spare manufacturing capacity.
6.Some staff have experience of end-user sector.
7.Have customer lists.
8.Direct delivery capability.
9.Product innovations ongoing.
10.Can serve from existing sites.
11.Products have required accreditations.
12.Processes and IT should cope.
13.Management is committed and confident.

1.Customer lists not tested.
2.Some gaps in range for certain sectors.
3.We would be a small player.
4.No direct marketing experience.
5.We cannot supply end-users abroad.
6.Need more sales people.
7.Limited budget.
8.No pilot or trial done yet.
9.Dont have a detailed plan yet.
10.Delivery-staff need training.
11.Customer service staff need training.
12.Processes and systems, etc
13.Management cover insufficient.

1.Could develop new products.
2.Local competitors have poor products.
3.Profit margins will be good.
4.End-users respond to new ideas.
5.Could extend to overseas.
6.New specialist applications.
7.Can surprise competitors.
8.Support core business economies.
9.Could seek better supplier deals.

1.Legislation could impact.
2.Environmental effects would favour larger competitors.
3.Existing core business distribution risk.
4.Market demand very seasonal.
5.Retention of key staff critical.
6.Could distract from core business.
7.Possible negative publicity.
8.Vulnerable to reactive attack by major competitors.