...External-Internal Analysis TOWS Analysis is a variant of the classic business tool, SWOT Analysis. TOWS and SWOT are acronyms for different arrangements of the words Strengths, Weaknesses, Opportunities and Threats. By analyzing the external environment (threats and opportunities), and your internal environment (weaknesses and strengths), you can use these techniques to think about the strategy of your whole organization, a department or a team. You can also use them to think about a process, a marketing campaign, or even your own skills and experience. Our article on SWOT Analysis helps you perform a thorough SWOT/TOWS Analysis. At a practical level, the only difference between TOWS and SWOT is that TOWS emphasizes the external environment whilst SWOT emphasizes the internal environment. In both cases, this analysis results in a SWOT (or TOWS) Matrix like the one shown below: Strengths | Weaknesses | Opportunities | Threats | In this article, we look at how you can extend your use of SWOT and TOWS to think in detail about the strategic options open to you. While this approach can be used just as well with SWOT as TOWS, it's most often associated with TOWS. Identifying Strategic Options Mind Tools on Strategy: SWOT Analysis TOWS Analysis PEST Analysis Core Competence Analysis Value Chain Analysis Porter's Five Forces Porter's Generic Strategies Bowman's Strategy Clock Scenario Analysis SWOT or TOWS analysis helps you get a better understanding of the strategic...
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...marketing planner of the organization. I am conducting a survey. From my survey I see that in Bangladesh there is no renowned brand for liquid detergent. So, it is an easier task to create a business proposal. Now I am conducting our 4p’s and SWOT analysis regarding the brand ‘CLEAN’. The slogan of the brand is ‘clean it’. Fig. 1: ‘CLEAN’ Liquid Detergent FORM OF BUSINESS: ‘XYZ’ Inc. is doing corporation business. A corporation is a business or organization formed by a group of people, and it has rights and liabilities separate from those of the individuals involved. In corporation there is limited liability, multiple taxation, risk low etc. COMPANY PROFILE | NAME | XYZ inc. | OFFICE | 72, Kawran Bazar, Dhaka-1207 | FACTORY | Gazipur, Dhaka. | URL | www.xyz.inc | FORM OF BUSINESS | Corporation | PRODUCT TYPE | Liquid Detergent | BRAND NAME | Clean | MISSION | To create clear brand Image and demand by ensuring Quality, Availability and Rich Communication With Customers. | VISION | To be a number one branded liquid detergent. | BUSINESS PLAN BASED ON 4P’S OF MARKETING: Marketing mix is the set of controllable tactical tools-product, price, place, promotion-that the firm blends to produce the response it wants in the target market. The business plan for liquid detergent ‘CLEAN’ are described below on the basis of marketing mix. Fig. 2: Marketing Mix. PRODUCT (CUSTOMER NEED OR WANTS): In marketing, a product is anything...
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...| Bavarian Motor Works (BMW) | Rasheeda PaigeDeVry UniversityProfessor Michael Mcgivern Introduction to International Business03/27/2016 | | Table of contents Name, history, and ownership pg. 2 Country or countries where the business operates pg. 2 Stock exchange identifier and listing pg. 3 Description of the products and services (4 P’s) pg. 3 & 4 SWOT analysis pg. 5 & 6 BMW Competitors pg. 6 Demographics of consumer’s pg. 7 Organization structure pg. 7 & 8 Entrance and exit strategies pg. 8 Government structure and economic indicators pg. 8&9 BMW stands for Bayerische Motoren Werke, an automobile manufacturing company that is based in the country of Germany. BMW is a publicly traded and multinational company in the automotive industry. BMW headquartered is located in Munich, Germany and is well known as one of the best luxury brands in the automotive market. BMW logo is a blue-and-white circle in alternating quarters is represented of an airplane propeller on a blue sky, which is the color of the Bavaria flag. Karl Friedrich Rapp is a German engineer who founded Rapp Motorenwerke in 1913, which was an airplane manufacturing company. After realizing the company was struggling, Rapp reconstructed the company as the Bayerische Motoren Werke GmbH, which was the first use of BMW as a corporate logo. Gustav Otto was the second aircraft engine maker who merged with BMW, a founder of Bayerische Flugzeugwerke AG...
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...the current business strategy that BMW adopts and also the future strategy of BMW Group. Business strategy has been defined by Johnson, Scholes & Whittington in their book "Exploring Corporate Strategy" as "a strategy that is concerned with how a business competes successfully in a particular market. It concerns strategic decisions about choice of products, meeting needs of customers, gaining advantage over competitors, exploiting or creating new opportunities etc." In this project, the author will research the marketing and pricing strategies of BMW Group. Also the markets BMW target and how BMW group as an automobile industry faced the recession period. The project will also look at the growing competition in the automobile industry and the major competitors for BMW Group. The marketing strategy of BMW Group will include their segmentation, target markets, marketing mix and by using SWOT analysis, the author will describe the advantages and benefits it is delivering to its customers and also its disadvantages. The pricing strategy of BMW will also be described. BMW adopts a differentiated strategy so the author will describe how it affects the prices of BMW cars. The project was chosen by the author because of the growing competition in automobile industry and also the author's like for the innovation and brilliance of the BMW Group in automobile industry. 3. BACKGROUND OF BMW GROUP BMW (Bayerische Motoren Werke) in English (Bavarian Motor Works) Group is the...
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...Term paper On Identifying the Marketing Strategy in Existing mobile Company in Bangladesh [pic][pic][pic] [pic] [pic][pic] Siddheswari University Collage, Dhaka Department of Marketing Term paper on Identifying the Marketing Strategy in Existing Mobile Company in Bangladesh Submitted to Md. Mizanur Rahman Mazumder Chairman Department of Marketing Siddheswari University Collage, Dhaka. Submitted by Md. Shibly Hasan Dept. Marketing Roll no: 9575781 Registration no: 1625621 Date of submission: 15 April, 2013. Siddheswari University Collage, Dhaka Letter of Transmittal 15 April, 2013 Md. Mizanur Rahman Mozumder Chairman, Department of Marketing, Siddheswari University Collage, Dhaka. Subject: Submission of term paper Dear Sir, With great respect, I am happy to submit my report on the topic “Identifying the marketing strategy in existing mobile company in Bangladesh”. I am felling proud to prepare my Report under your energetic guidance and supervision. This report is an important part of BBA program. In completing the report I tried my level best to blend all my knowledge and in imparting every accessible details of the survey avoiding needless intensification of the report. Your priceless supervision, suggestion, and guidance have helped...
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...Report on: New Marketing Plan on PORI Beauty Soap Subject: Marketing Management Section: F Submitted To Tasmia Ekram Guest Teacher Lecturer of Marketing Management Department of Business (NUB) Submitted By SL. NO. NAME ID 1 Md. Mamun Hossain ID: EMBA-120103300 2 Md. Abu Noman ID: EMBA-120103301 3 Md. Rayhan ID: EMBA-1201 4 Md. Feroz ID: EMBA-120103303 5 Md. Rabbi ID: EMBA-1201 Submission Date: 27 April 2012. NEW MARKETING PLAN ON PORI BEAUTY SOAP ¬ EXECUTIVE SUMMARY This report is a brief insight in to the quality of the Pori Beauty bar, its evolution and its strengths and the threat faced by the competitor. Pori came up with the different strategy and that is the Real Beauty concept. They emphasized that beauty of a women is not the outer beauty but the actual beauty is her inner self. There ads included normal ordinary women who were not only slim trimmed and toned but they were fat, simple and aged too. Pori differentiated its beauty bar by emphasizing that it contains moisturizing cream and milk and unlike other soaps namely like Meril it does not leave the skin dry but its moisturizing cream effect softens and moisturizes the skin. Initially Pori did not have many competitors but now the completion has been strengthened by the new entrants...
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...brands in BMW, MINI, and Rolls-Royce. These brands occupy various high end market segments from small car to luxury premium car. This leads to BMW become the only both premium car and motorcycle manufacture. Each brand within BMW has its own clear brand image. Its products have rich product connotation in aesthetic and dynamic design, dynamic performance, technical content, and overall quality. Thus, it can provide customer with practical value. Build on this basis, BMW can expect higher margin and continuing to maintain profitable growth and ensure its independent status. SWOT OF BMW The SWOT analysis is a sum up of the external and internal analysis. Moreover, the SWOT analysis will be used to manipulate the strategic findings in order to identify which areas are of particular interest for the BMW Group. This covers both the identification of the best opportunities and the biggest threats to the organization. The SWOT analysis will put things into perspective by identifying, which threats and opportunities should be dealt with right now and which should be a concern for the organization in the future. (http://pure.au.dk/portal-asb-student/files/10730/Valuation_of_BMW.pdf) The internal factors to the company can be categorised as the strengths and the weaknesses of the company while the external factors to the company can be categorised as the opportunity and threats. These four elements are more or less the four factors of success in a business. The swot analysis helps...
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...and objective of any firm there is need to come with strategies which are plans set to achieve a given goal. There is need to have marketing strategies which will help the product to do very well in the competitive business world. For a strategic marketing the company should be able to take opportunities both in marketing and promotion (Lorette, 2015). Marketing manager should be able to research and evaluate the target market and how to make more customers of the company’s product. The company should study the external and the internal environment so that it can successfully grow and market the products in places where there are more chances of growth. Internal environmental factors are those which can be controlled by the company for instance employees, resources and management. External environment include political, economic, technological demographical and sociocultural factors (Tucker, 2015). A proper analysis of the SWOT is necessary for an ideal marketing strategy this is because of the assessing the strength, weakness, opportunity and threats of a company. SWOT of Unilever in market line in UK There is need to analyze the strength, weakness, opportunity and threats in Unilever especially in United Kingdom. This is because the recent political issues in the UK can greatly affect the growth strategy of the Unilever both locally and globally. According to (Cescau & Rivers, 2015) there is need to have a proper execution of plans to maximize on profitable areas and products...
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...Your student ID ______________________________ Your Name __________________________________ Your Signature _______________________________ THE UNIVERSITY OF NEW SOUTH WALES Australian School of Business School of Marketing MARK1012: Marketing Fundamentals Final Examination Session 2, 2012 Instructions: (Please read these instructions carefully) This examination paper consists of THREE sections: Section A (Fill in the gaps); Section B (Short essay questions) and Section C (Multiple choice questions). It has SEVENTEEN (17) printed pages excluding this page. Printing is double sided, check each page carefully. You have two [2] hours to complete this examination plus 10 minutes reading time. Read all the questions carefully and answer all questions as instructed. Questions must be answered in ink. Write all your MULTIPLE CHOICE answers (SECTION C) in the Generalised Answer Sheet provided. Note that there are 50 (FIFTY) Multiple Choice Questions. Print your full name and Student number {z… } on the first page of each book and sign Use of UNSW approved calculators is permitted. No other material is to be taken into the examination room. This paper accounts for 40% of your course grade (However, it is marked out of 100). You may NOT retain this paper. SECTION A: FILL IN THE GAPS (9x2= 18 marks) (Please write your answer in the gaps provided in each statement) ...
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...Marketing Plan for Mini Miracles Principles of Marketing Final Project April 2014 Executive Summary Mini Miracles is a full-service 24-hr child care/development facility that cares for children from age three months to thirteen years. Mini Miracles will be concentrating on the upper end of the market, single professional parent to dual professional parent. These personally ambitious parents are typically eager in terms of their children's development and are willing to pay to have their children attend the best facilities. Through specialized training of the support staff and innovative learning systems, Mini Miracles is cutting edge in terms of child development. The curriculum, coupled with a custom designed facility and a low caregiver/child ratio ensures a top-shelf service for the children and the parents. Mini Miracles expects to become profitable by the end of the first year, and has projected $40,000 as the revenue for year three. The Challenge Mini Miracles is a 24-hr Child Care and Transportation Service is a full service Family child care facility that specializes in providing dependable 24-hr child Care 365 days a year. We have an infant/toddler program that transitions into our preschool program. Both programs are taught by a certified private preschool teacher. Our program is all inclusive so special needs children are welcome. We provide transportation to and from area schools for 6-12 year olds. We can pick up ...
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...paper I picked Target Corporation as the company to perform that SWOT analysis. I used to work for them as a assets protection specialist, so I am somewhat familiar with Target. Overall it’s a great company to work for. They really take care of its employees and its shows with the great customer service they provide. Compare Target’s customer service to let’s say wal mart and the difference is quite large. Like every company they have their strengths and weakness. Its logo is one of the most recognizable logos in the United States of America. (Fortune.com, 2014) Even people that don’t shop at target know its logo and brand. Target is huge about its brand. Which is expect more and pay less. Also its brand is how clean and organized its stores are and the level of customer service you receive by its employees. Another huge strength is target’s ability to anticipate customer demands and deliver high quality and innovative products to them. In return Target gains some loyal customers. Another strength is the different types of product it sells. For example, my mom has a navy blue themed kitchen all thanks to target. She has a blue toaster, microwave, and coffee machine. One of its major goals is to open up more stores in Canada and in the United States. For Target to be successful in Canada, it needs to make sure that people understand the difference between Target and its competitors. They need to make people in Canada appreciate the Target brand. Growing Target in Canada will...
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...Strategy development by using SWOT - AHP Dijana Oreski1 1 Faculty of Organization and Informatics, University of Zagreb, Pavlinska 2, Varazdin, Croatia Abstract –This paper employs combination of SWOT analysis and Analytic Hierarchy Process (AHP) in strategic planning for tourism of small mid-european city Varazdin, which is located in the north west of Croatia. SWOT analysis identifies internal and external factors which are prioritized by expert in tourism domain by means of AHP. The prioritized SWOT factors are used in strategies formulation using TOWS matrix. Results indicate that proactive communication strategy and isolation strategy with effective marketing promotional strategy were the best strategies that could have been implemented. Keywords – SWOT, AHP, strategy formulation. cases in the strategic management process. One of them is the SWOT analysis. This article explains the SWOT analysis, provides the theoretical background and an overview of the application of the SWOT analysis. As some authors have identified weaknesses of the SWOT, analysis is combined with a method for multi-criteria decision analytic hierarchy process (AHP) in order to avoid these disadvantages. Therefore, in the second part of the paper AHP method and SWOT AHP hybrid method are described. Following the basic steps method, SWOT AHP is applied to the example of the city of Varazdin strategic marketing plan definition. 2. SWOT analysis SWOT is an acronym of strength, weakness, opportunities...
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...idea, supported by suitable feasibility study. We hope that our report includes all topics demanded by the project outline accurately. We look forward to discussing this report with you and receive good comments. Yours Sincerely, Akhlakun Nobi Chowdhury | 071 467 030 | | Abid Rahman | 073 453 030 | | Nirjona Wahed Zara | 073 456 030 | | Md Tariqul Islam | 082 291 030 | | Farah Ahmed | 091 0973 030 | | SL no# | Table of Content | Page no | 1 | Introduction | | 1.1 | Business overview | | 1.2 | Mission | 1 | 1.3 | Vision | 1 | 1.4 | Our Value | 1 | 2 | Opportunity and research analysis | | 2.1 | Primary feasibility analysis | 2-7 | 2.2 | Porter five forces | 8 | 2.3 | PESTEL analysis | 10 | 2.4 | SWOT analysis | 11 | 3 | Marketing plan | 14 | 3.1 | Marketing mix | 14-16 | 3.2 | Marketing strategy | | 3.2.1 | Typologies of our current marketing strategy | 17 | 3.2.2 | Current marketing strategy | 18 | 3.2.3 | Future marketing | 19-22 | 4 | Management and Operation | | 4.1 | Physical location | 23-24 | 4.2 | Floor plan | 25 | 4.3 | Management team | 26 | 4.4 | Overall Business strategy | 27-28 | 5 | Financial plan | | 5.1 | Startup cost | 29 | 5.2 | Sales forecast | 30 | 5.3 | Income statement | 31 | 5.4 | Balance sheet | 32-33 | 5.5 | Depreciation method | 34 | 5.6 | Investment revitalization | 35 | 5.7 | Loan amortization | 35 | 5.8 | Financial objective | 36 | 5.9 | Financial Strategy | 36...
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...Situation Analysis o Market Summary Target Market Demographics Geographic Demographics Behavior Factors Market Needs Market Trends Market Growth o SWOT Analysis Strengths Weaknesses Opportunities Threats o Competition o Product Offering o Keys to Success o Critical Issues III. Marketing Strategy o Mission o Marketing Objectives o Financial Objectives o Target Markets o Positioning o Strategies o Marketing Mix o Marketing Research o Action Plan IV. Financials o o o V. Controls o o o VI. Summary Implementation Marketing Organization Contingency Planning Breakeven Analysis Sales Forecast Expense Forecast 2 Baked By Melissa Marketing Plan Hamos . Peerbhoy . Villacorta I. Executive Summary The Cupcake and cupcake bakery business is one of the fastest growing industries in America with New York as the “cupcake capital”. Cupcake bakeries are recession-proof, was fueled by the 1 recession and, according to the Wall Street Journal , they‟re contributing more jobs to the labor 2 market than the restaurant industry. Known as the “Magnolia Effect” , cupcakes have come a long way with the latest micro trend being mini-cupcakes – culminating with the coming together of two of food‟s hottest trends - “mini desserts” and “cupcakes”. New York City-based cupcakery Baked by Melissa, opened by ex-media planner Melissa Bushell a week after she was let go from her job in 2008, specializes in providing dessert-lovers with guiltfree, bite-sized mini cupcakes (the size of a quarter)...
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...Strategic Management: Strategy is a long-term plan framed to gain a competitive advantage. Strategic management is a domain wherein strategies are transformed in to actions. It even comprises decisions made based on priorities, say, tasks to which time is devoted like resource allocation. These plans and decisions are aligned to goals of an organization. (Amason, A. 2010) Strategic management focuses on clients to know their expectations and serve them brilliantly. It involves action plans to reduce attrition and to retain the best talent. Its scope involves the functions and activities which make the organization innovative and pioneering. (Karami, A. 2007) Need for Strategic Management: Need for its strategic management arises to fulfill the priorities of an organization few of which include: o To accelerate its growth in this global business. o To augment the operational excellence of the organization. o To become globalized. It aims towards value creation to all shareholders at the same time even being centered towards society. (Amason, A. 2010) Executive Summary: Strategic Management involves formulation and implementation of strategies to improve the performance and to gain competitive advantage. It involves decisions and acts that managers undertake in order to attain the desired goals. Strategies are planned means to attain end results. Strategic management is long term in nature and gives a direction to the organization. Before...
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