SWOT Analysis (Analisis SWOT) - Manajemen Pemasaran -Marketing

Summary

This video explains the SWOT analysis framework, focusing on internal and external factors that impact business marketing strategies. It outlines how to evaluate Strengths, Weaknesses, Opportunities, and Threats using a matrix, with practical steps such as identifying key factors, consulting experts, and using consumer feedback to rate these factors. The analysis guides businesses in positioning themselves in the market, using strategies like differentiation or defensive marketing. The speaker emphasizes the importance of consumer surveys and strategic scoring to help companies decide on the best marketing approach based on their SWOT analysis.

Takeaways

• 😀 Strengths and Weaknesses (SW) analysis is a strategic tool to evaluate internal and external factors affecting a business.
• 😀 Internal factors in SW analysis focus on Strengths (S) and Weaknesses (W), which are elements within the business like product quality and production costs.
• 😀 External factors include Opportunities (O) and Threats (T), which are factors outside the business, such as market demand and competition.
• 😀 The SW analysis is visualized on a coordinate grid, with strengths and weaknesses on the X-axis, and opportunities and threats on the Y-axis.
• 😀 Quadrant 1 (Strengths & Opportunities) suggests an aggressive strategy where the business focuses on promotion and growth.
• 😀 Quadrant 2 (Strengths & Threats) recommends a differentiation strategy to make the product stand out from competitors.
• 😀 Quadrant 3 (Weaknesses & Threats) suggests a defensive strategy where the business focuses on survival and minimizing risks.
• 😀 Quadrant 4 (Weaknesses & Opportunities) advises a turnaround strategy, improving products while capitalizing on external opportunities.
• 😀 Evaluating the integrity of internal factors is done through expert opinions and assigning weights to the most important factors for the business.
• 😀 Rating internal factors through surveys helps gather consumer feedback to assess the quality of products and services, guiding strategic decisions.
• 😀 After gathering ratings, businesses calculate their position on the SW grid to determine which strategy to adopt for growth or protection.

Q & A

What is SWOT analysis?

SWOT analysis is a strategic planning tool that evaluates a company's internal strengths and weaknesses, as well as external opportunities and threats, to determine the best course of action for the business.

How are internal and external factors defined in SWOT analysis?

Internal factors in SWOT analysis are Strengths (S) and Weaknesses (W), which focus on the company’s internal capabilities and challenges. External factors are Opportunities (O) and Threats (T), which relate to external conditions and risks in the market.

What is the main goal of performing a SWOT analysis?

The main goal of SWOT analysis is to identify the current position of the company by understanding both internal and external factors, which helps in formulating appropriate strategies for improvement or growth.

How is the SWOT matrix structured?

The SWOT matrix is structured into four quadrants: 1) Strengths and Opportunities (aggressive strategy), 2) Strengths and Threats (differentiation strategy), 3) Weaknesses and Threats (defensive strategy), and 4) Weaknesses and Opportunities (turnaround strategy).

What strategy should be used if a company is in Quadrant 1 of the SWOT matrix?

If a company is in Quadrant 1, where strengths and opportunities are both high, an aggressive strategy should be adopted, focusing on rapid growth, promotion, and market expansion.

What should a company do if it falls into Quadrant 2 of the SWOT matrix?

In Quadrant 2, where the company has strengths but also faces threats, the strategy should focus on differentiation, making the product stand out from competitors to maintain a competitive edge.

What is a defensive strategy in SWOT analysis?

A defensive strategy is used when a company falls into Quadrant 3, where both weaknesses and threats are significant. The focus here is on protecting the company’s market position, managing costs, and minimizing risks.

What is the focus of a turnaround strategy in SWOT analysis?

A turnaround strategy is applied in Quadrant 4, where weaknesses exist but opportunities are present. The company should focus on improving the product and correcting internal weaknesses to take advantage of external opportunities.

How are integrity and weighting used in SWOT analysis?

Integrity refers to the importance or weight of each factor (strengths, weaknesses, opportunities, threats) in influencing the company's strategy. Experts determine these weights, usually based on experience or market research, to assess the relative importance of each factor.

How can consumer feedback be used in SWOT analysis?

Consumer feedback is used to determine the ratings for internal factors (strengths and weaknesses) by asking customers about their perceptions of the product. This feedback helps to understand which factors are most influential in shaping customer decisions.

How do you calculate the company’s position in the SWOT matrix?

The company’s position is calculated by subtracting weaknesses from strengths and threats from opportunities. The resulting values are used to plot the company’s position on the matrix, helping to determine the appropriate strategic response.