The specific analysis and utilization of SWPT are as follows:
Mainly used for brand life cycle management of enterprises.
For example, through the SWOT analysis of the market competitiveness of air-conditioning enterprises, we think that the business strategy that air-conditioning enterprises should adopt should be: star brands, because of their high existing market share and expected market growth rate, should adopt the strategy of continuous market penetration in order to seize more market share.
It was first seen in the strategic management theory of Seznik and Chandler, the representatives of design school. SWOT is a general term for strengths, weaknesses, opportunities and threats. It is a general procedure of strategic management to input and filter complex information, and then make combination and decision. Because SWOT is clear, concise and concrete, it can reduce the waste of time and energy, win the favor of the business community and become a common tool in competition and business strategy decision-making.
SWOT can not only provide a methodology for analyzing the internal and external competitive environment, but also provide enterprises with four alternative strategies:
1 SO strategy, using the internal strength of enterprises to seize external opportunities. For example, Galanz, the king of microwave ovens, actively used the cost advantage, not only successfully controlled the market share of microwave ovens at home and abroad, but also transferred its cost advantage to the air-conditioning field, and put forward the resounding slogan of "ending the era of air-conditioning profiteering".
2 WO strategy, using external opportunities to improve internal weaknesses; For example, Skyworth, a color TV giant, made a comeback by using the emerging international plasma large-screen color TV technology when its sales staff and market share were hit hard.