Swott Analysis
The very first task to be accomplished as a Web manager is the creation of a plan. This plan must take into account the long-term goals and vision of the company. Then a strategic business plan can be based on these goals. As in Marketing, a Web Manager must perform a SWOTT analysis for their company. This analysis consists of finding out the company’s Strengths, Weaknesses, Opportunities, Threats and Trends. During this phase of the Web Management plan the competitive landscape should be examined thoroughly as well as the creation of trends analysis reports derived from the company’s Business Intelligence software and its Website analytics reports.
A brief company description should be laid out for examination before describing the company’s areas of interest and major goals. The strengths might consist of competitive advantages that the enterprise holds such as dominant software, increased market share, increased industry knowledge, advanced machinery, better leveraged buying power, deeper consumer or industry data, or heightened growth potential due to the industry’s business climate. Weaknesses to consider are not growing fast enough or growing too fast. It is hard to imagine growing too fast, but this phenomenon happens more often than one might think, and can lead to damaging results. When a company is growing too fast for its business model, it can overextend its finances to keep up. This could cause a company to be slow to react when challenged with environmental issues. Smaller companies could make faster changes and leave the company in question unable to make adjustments.
Hopefully one would find that a company has many opportunities on its horizon. Being a customer-centric organization is an opportunity. Being first movers in industry, machinery, business philosophies or technologies can bring significant competitive advantages. If a company has systems in place to capture end user trends and information, then it has a chance to grow its market share. In fact, a company that rushes to manage its knowledge assets will partake in increased business intelligence; and business intelligence is the tool that talented business professionals and decision-makers need.
A threat to be weary of is competition that is more focused than the company in question. Niche players in production practices, product deliverables, industries or technologies can illustrate their advantages readily. These companies, although not focused on business intelligence or bridging existing business units, are focusing their energies on technology enhancements that are threatening to leapfrog the company at hand. This scenario risks these companies eating away at said business’ critical client base.
The SWOTT analysis must also consist of a problem/resolution statement. A primary problem, either with the company or within the industry, must be highlighted and a statement presenting the opportunity for the company in question must be presented. This is followed by a conclusion in which the Web Manager wraps up for the decision-makers and tells them what they are doing right, what they are doing wrong, what areas they stand to gain the most, and what is coming down the pike in terms of industry trends.
The next goal is to create value to the customer. We will discuss this next time.
Copyright | emarketingprofs | All Rights Reserved
![[info]](http://l-stat.livejournal.com/img/userinfo.gif)
emarketingprofs
