Application Of SWOT Analysis As A Management Tool For Analyzing Competitiveness Of A Product

Suzilawati , Abdullah (2009) Application Of SWOT Analysis As A Management Tool For Analyzing Competitiveness Of A Product. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The purpose of this study is to apply SWOT Analysis as a management tool in analyzing competitiveness of a product. A sample of product; e-minus is allowed for study purpose with permits from the industry. As to enable the SWOT Analysis to be performed, three objectives are structured. This includes to identify points from e-minus and the two competitors’ product that prior to SWOT, to analyze competitiveness using the points generates from SWOT Match-Matrix thus come out with the result and finally to develop competitive strategies for e-minus based on its SWOT Match-Matrix also from benchmarked results of competitor’s SWOT Match-Matrix. A set of methodology is applied as a flow of completing this study. This involved the process of defining the right competitors and obtaining data for e-minus and the competitors. In order to gain relative data for all the three products, a template of accessing criteria that prior to SWOT point is used at first. This data is then prioritized into five and transferred into SWOT Analysis template for each product. The data is summarized and transported into SWOT Match-Matrix template for competitive analysis and discussion. Results from the SWOT Match-Matrix of e-minus have generated ten strategies and is used as a proposed strategies that be able to implement in order to face its market and establish its brand name. Eight strategies that derived from competitor 1 and seven from competitor 2 are viewed as a predicted strategy that might be apply by them against e-minus and are benchmarked. These benchmarked strategies are used as a reference to generate additional strategies for e-minus. As a final result, sixteen strategies are developed for eminus as to ensure it could stay competitive in its market.

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