When David turns out to be Goliath... and vice versa

Sedtke, Dirk (2008) When David turns out to be Goliath... and vice versa. Occasional Working Paper Series, 1 (1). ISSN 1758-1818

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The tool SWOT is introduced as being one element of the overall Marketing Plan and Planning Process. The companies “Fisherman’s Friend” (FF) and the “Smart Micro Compact Car GmbH” (Smart) are used to illustrate a more or less successful application of the tool. The paper stresses the need for a deliberate consideration and finally determination on Critical Factors for Success which is argued to provide a basis for successful action on the market itself. Main criticism of the SWOT- analysis are outlined and related to both examples.

Keywords:SWOT- analysis, Criticism to SWOT, Marketing Plan, Marketing Planning Process, Fisherman's Friend, Smart, Smartville, Marketing, Customer communication
Subjects:X Education > X342 Academic studies in Higher Education
Divisions:College of Social Science > School of Education
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ID Code:16190
Deposited On:04 Dec 2014 11:09

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