Celebrating 25 Years of Solution Innovation

Strategic Marketing Analysis

Moving Forward from Definition

Once called the 4P’s (product, price, promotion, and place) the definition of marketing changed to the 3P’s and an ‘L’ for logistics.

Here we define marketing as all business activities directing the flow of goods and services from the producer to the consumer or user. This is because every company is a constantly growing and reacting entity engaged in a protracted battle to achieve missions and objectives within specific timeframes with limited financial and human resources.

Real change occurs easily with mass adoption of simple tasks which steer clearly defined organizational, operational, financial, and marketing objectives. How then, does management navigate the perpetual identification, prioritization, and problem  solving of continuously changing internal and external priorities?

SWOT/FOOM Analysis & Top 12 Attack List

SWOT/FOOM analysis a study undertaken by an organization to identify its internal strengths and weaknesses, as well as its external opportunities and threats. It provides structured methodology to identify and prioritize top issues for resolution.

In the approach described here, we list the internal strengths and weaknesses and external opportunities and threats facing the financial, operational, organization, and marketing sectors of the business.

Performed on a monthly or quarterly schedule, SWOT/FOOM analysis ultimately ranks the top 12 priority issues to be attacked. Then, as the 12 are solved, the SWOT/FOOM is updated to identify the next 12 and the cycle repeats.

Objectivity is key when identifying, collecting, and updating information in this granular fashion, so participants must be mindful to always employ an apolitical approach or risk a compromised outcome.

Financial Ratio Analysis

  • Liquidity ratio
  • Current ratio (also called the working capital ratio)
  • Acid‐test ratio
  • Receivables turnover ratio
  • Average collection period ratio
  • Inventory turnover ratio
  • Day’s sales on hand ratio
  • Profitability ratios
  • Asset turnover
  • Return on assets
  • Return on common stockholders’ equity (ROE)
  • Earnings per share
  • Reference link