TMP 120 Lecture Notes - Lecture 4: Brand Equity, Swot Analysis, Switching Barriers
Document Summary
Pestel: political, economic, sociocultural, technological, ecological, legal, how these factors affect suppliers, competitors, and customers. Swot analysis: strengths, weaknesses, opportunities, threats, helpful to achieving your objective: Opportunities (external): external characteristics (attributes) that provide potential competitive advantage or growth: harmful to achieving your objective: Conditions that disadvantage the firm; unproven abilities; competitive gaps or liabilities. Threats (external): factors that may undermine the existing business model- human resources, technology, new products, regulation, politics, demographics. Industry attractiveness: porter"s 5 forces: threat of new entrants. Buyer price sensitivity: bargaining power of suppliers. 5c analysis: company: objectives, strategy, capabilities, culture, competitors: current & emerging: their objectives, strategy, Capabilities & weaknesses: customers: market size, growth, demand, influences, segments, Customer needs: collaborators: suppliers, distributors, alliances, climate business: climate, influences (economic, political, Internet, digital imaging, mobile devices & capability, cloud. Capability, robotics, intelligent things driverless cars & trucks,
