One of the simplest Internal Environment tools used today is a Situational Analysis - known by many as a SWOT Analysis (Strengths, Weaknesses, Opportunities, & Threats). When doing a SWOT Analysis, it is extremely important to break down the variables by controllable and uncontrollable. Remember, controllable variables are strengths and weaknesses, while uncontrollable variables are opportunities and threats. Below is an extensive list of many identifiable variables that a Marketing Manager might come about when doing a SWOT Analysis. Identify the variables as to which category within the SWOT Matrix that they would fit by listing the category along side it.
Rising Sales of Substitute Products
Too Narrow a Product Line - weakness
Adequate Financial Resources - strength
Unable to Finance Needed Strategy Changes
Ahead of the Experience Curve
Complacency Among Rival Firms
Falling Trade Barriers in Attractive Foreign Markets
Proven Management Skills
• Falling Behind in R&D
• Vulnerability to Recession & Business Cycle
Poor Track Record in Implementing Strategy
Diversity into Related Products
Enter New Markets or Segments
Issues Costly Regulatory Requirements
Higher Overall Unit Costs than Competitors
Proprietary Technology
Vertical Integration
Product Innovation Skills
Well Thought of by Buyers
• Serve Additional Customer Groups