Banking Swot Analysis - DOC

					SWOT analysis


The strengths and weaknesses of a SWOT analysis focus on the
current market position of a business in relation to its:

   Customers – is the business meeting the needs of its target
    markets

   Competitors- is the business offering a better way of meeting
    customer needs compared with its competitors

   Internal resources- is the business making effective use of its
    internal resources to meet customer needs and deal with
    competition

The opportunities and threats of a SWOT analysis focus on the
future market position of a business.

   Use the strengths and limit the weaknesses to help plan for
    future development, marketing strategies and activities.

   Opportunities and threats should grow out of an objective
    consideration of the real strengths and weaknesses of the
    business.

   Specific information must be collated before the process
    begins and personnel need to adopt a truly objective position
    if the process is to be successful and worthwhile.

The main purpose of a SWOT analysis:

   Identify market opportunities
 To avoid complacency about market position – a self
  evaluating organization

 As a safety check before embarking on major new project

 As a response to change – change of director might initiate a
  SWOT analysis to gauge the strength of the team.

 There is no set procedure for carrying out a SWOT analysis
  but care must be taken to identify weaknesses if the process
  is to serve its purpose. A weakness may purely be lack of
  information, or lack of suitably qualified staff.
SWOT analysis of Marks and Spencer


Strengths                                    Weaknesses
    Sales of clothes have stabilised, and      Resignation of three key members
       food sales have increased                  of staff: George Davies, finance
    Total group sales up 3.3% with               director; Andrea White and Melanie
       food sales up 2.7%                         Davies – head of merchandising
    New chief executive with fresh             Previous poor performance, seven
       ideas and sales led growth                 straight quarters of falling sales
    Good advertising                           More expensive than other high
    Used iconic models to attract core           street stores – limited market.
       target group.                            Focusing on older generation may
    George Davies                                lose younger market.
    Product diversification – home and
       furniture
    Turnaround in sales and growth


Opportunities                                Threats
   Rebuild the company’s image with             Previously tarnished reputation and
     continued advertising such as the             image
     successful M & S food adverts               Competitor product ranges which
   Focus on core market                           directly compete with M & S food
   UK has an ageing population                    such as Tesco finest
   Introducing wider ranges such as             Decline of the high street
     Per Una, Autograph and Classic              May lose youth market
     collection to stores                        General increase in internet
   Use younger more contemporary                  shopping
     models to attract younger                   Social tastes
     generation.                                 Branding
   Internet food shopping but
     opportunities may be limited
   Other services – eg banking,
     insurance, savings etc.
SWOT analysis of Marks and Spencer


Strengths                   Weaknesses




Opportunities               Threats
ies               Threats

				
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