文档介绍：SWOT analysis
SWOT analysis:Starbucks
Starbucks corporation is a very anization, earning in excess of 600 million dollars in 2004.
It was one of the Fortune Top panies to work for in 2005.
It is exposed to rises in the cost of coffee and dairy products
anization is dependent on a petitive advantage, the retail of coffee. This could make them slow to diversify into other sectors should the need arise.
Co-branding with other manufactures of food and drink is potential.
Who knows if the market for coffee will grow and stay in favor with customers, or whether another type of beverage activity will replace coffee in the future?
It is a global coffee brand built upon a reputation for fine products and services. It has almost 9000 cafes in almost 40 countries.
成功应用SWOT分析法的简单规则
进行SWOT分析的时候必须对公司的优势与劣势有客观的认识;
进行SWOT分析的时候必须区分公司的现状与前景;
进行SWOT分析的时候必须考虑全面。
进行SWOT分析的时候必须与竞争对手进行比较,比如优于或是劣于你的竞争对手;
保持SWOT分析法的简洁化,避免复杂化与过度分析;
SWOT分析法因人而异。
Chapter 3
Marketing Research
Definition
“The systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and services”---American Marketing Association
运用科学方法,有目的,有计划地搜集,整理和分析有关营销管径的各种情报,信息和资料,把握市场现状和发展趋势,为营销计划的制定和企业决策提供正确依据的信息管理活动
Are they Marketing researches?
Advertising research
Pricing studies
Product mix pany employee studies
Social values and policies studies
sales analysis
Packaging research
Select the source of information
Primary data(实地调研):original data gathered together through surveys, interviews, talking to customers and businesses.
Secondary data(二手资料调研): those already gathered, having been collected originally for some other purpose.
Sources of secondary data
pany records
Government
Trade association
Advertising media
University petitors annual reports