Due to corporate globalization, for-profit organizations have been affected quite a bit, since the world's big companies have a well-established marketing system and know of strategies to face almost all kinds of problems that affect them socially, economically, politically, ecological and technological. Therefore, it is quite necessary for local or national entrepreneurs, who intend to stay active and successful, to prepare their own plans, in writing and with the knowledge of all the personnel involved. However, there are many skilled businessmen to negotiate today, but who are unaware of certain tools that inform decision-making for current and future benefits; they don't know the extent of their financial or material resources,of your position against your competitors or the needs of your current or potential customers.
SWOT analysis, when combined with marketing functions, can be highly profitable for the company, since the first allows identifying the scope of the organization's resources in the present and the future, and the second (marketing) allows placing the company in the best position vis-à-vis its clients and competitors.
The knowledge of the company's resources through the SWOT and the delimitation of the way forward in the field of marketing, allows to have motivated staff and working together towards a common goal, business success.
Key words: SWOT Analysis, Marketing, Globalization, Strategies.
Introduction
SWOT Analysis, also known as SWOT in Spain and SWOT analysis in other countries, is a process developed and enriched by different people, among which the name of Albert S. Humphrey stands out, as a key character in this process.
Albert S. Humphrey (June 2, 1926, USA - October 31, 2005, United Kingdom) was a Chemical Engineer from the University of Illinois and an MBA from Harvard who developed his career as a business consultant specialized in organizational management and their cultural change. He is known as the creator of the SWOT analysis, also known as SWOT analysis in Latin America and SWOT analysis in English-speaking countries.
- 1 . Wikipedia, the free encyclopedia.
SWOT, comes from the acronym Strengths, Opportunities, Weaknesses and Threats; concepts that must be clearly understood by the Directors, Administrators or Managers when preparing the analysis of the current and potential resources of the company, which will be very useful for the operation of organizational marketing activities.
Thompson (2012) 2., mentions that it is important to make a general examination of the company's resources and competitive capacity, in order to take advantage of future business opportunities and anticipate or anticipate threats from the external environment; For this, it proposes the use of the SWOT analysis, in which it is possible to gather the internal elements, such as the Strengths and Weaknesses of the organization, and the external elements such as the Threats and Opportunities of the market. A complete and correct analysis allows to generate the bases for the creation of commercial strategies, based on the advantages of the organization, counteracting its own disadvantages.
It is known that in order for companies to be able to focus their commercial activities on success, it is necessary to draw up a plan, a series of strategies, that allow observing the professional behavior of the personnel involved and reflecting this in customer treatment.
Philip Kotler (2012) 3. , mentions that Marketing should not be understood only as the act of "selling" something; In the modern era, it should be understood as the search for customer satisfaction, that is, if the merchant understands what the consumer wants, how much is he willing to pay to obtain that product or service, because it has already generated a value, places it within your reach and makes its proper promotion, thereby guaranteeing your success in the market in which it operates.
It also mentions that it is important for the merchant to identify what is what moves the consumer, since there are at least three types of elements that motivate them to acquire a product or service, these are: the Needs or deficiencies, the Desires due to the culture o Personality of the individual and the Claims backed by the purchasing power.
Conclusions
Identifying what is currently good and bad, in the resources and position of the company, allows us to locate and establish an improvement strategy for the future. Anticipating the great changes presented by the competition and the clients or consumers, is what will allow you to stay current in the highly competitive market.
Technology is increasingly generating expectations for consumers, giving it a broader perspective on the knowledge of existing products and services, regardless of the distance near or far; This causes companies that do not seek to innovate or get closer to their customers, to begin to be forgotten.
References
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