SWOT Analysis

A SWOT analysis is :"an overall evaluation of the company’s strengths (S), weaknesses (W), opportunities (O), and threats (T)." (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing, page 55). The strength of our product is it's uniqueness. The strange flavor of our beer is for the adventurous. We want our customers to stumble upon us and find it appealing that their friends haven't heard of us. They will introduce them to it and be the cool guy with his cool beer, it is a New Task or " a business buying situation in which the buyer purchases a product or service for the first time." (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing, page 161). Our strengths, "strength along four consumer perception dimensions: differentiation (what makes the brand stand out), relevance (how consumers feel it meets their needs), knowledge (how much consumers know about the brand), and esteem (how highly consumers regard and respect the brand)." (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing, page 229). The opportunities of our businesswould be to make sure that we are on every shelf in America but do little publicity. When people actually find out about our product and do some research, they will find a website dedicated to our Vegas based brewery, where we give tours of our facility. At the end of the tour there will also be a gift shop and some photo opportunities. We want to spread by word of mouth. "Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance." (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing, page 55). Our weaknesses are the fact that we spread through word of mouth and although we will make loyal customers, we will not be a high selling product. "Increased competition and clutter on retail store shelves means that packages must now perform many sales tasks—from attracting attention, to describing the product, to making the sale." (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing, page 216). Our threats are the bigger companies that monopolize the marketplace as we will not have the resources to compete with their marketing campaigns. "When the seller requires that these dealers not handle competitors’ products, its strategy is called exclusive dealing." (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing, page 328).