E.

PROPOSED MARKETING PROGRAM

E.1 SWOT ANALYSIS

SWOT Analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and
Threats involved in a projector in a business venture. It involves specifying the objective of the business venture or project
and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. The
technique is credited to Albert Humphrey, who led a convention at Stanford University in the 1960s and 1970s using data
from Fortune 500companies.

A SWOT analysis must first start with defining a desired end state or objective. ASWOT analysis may be
incorporated into the strategic planning model. An example of a strategic planning technique that incorporates an
objective-driven SWOT analysis is Strategic Creative Analysis (SCAN). Strategic Planning, including SWOT and SCAN
analysis, has been the subject of much research.

Identification of SWOTs is essential because subsequent steps in the process of planning for achievement of
the selected objective may be derived from the SWOTs.

First, the decision makers have to determine whether the objective is attainable, given the SWOTs. If the
objective is NOT attainable a different objective must be selected and the process repeated.

The SWOT analysis is often used in academia to highlight and identify strengths, weaknesses, opportunities
and threats. It is particularly helpful in identifying areas for development.

Strengths:

 The business offers products which is distinct and different varieties of ice cream flavours.

 Offering already established products that people know and crave

 Due to warm climate in the Philippines ice cream sales will be in demand for most months of the year.

 Offering reasonable prices.

Weaknesses:

 Number of competitors within the area.

 Seasonality of the product

 Limited range of customers

 Lack of established reputation

Opportunities:

 Expanding and growing the business when more income is coming in which means we will be able to
target more areas

 Ever changing technology that will allow us to improve our product quality and offer more variety.

 There is an opportunity to market broader range of customer with healthier and more trendy products
available.

Threats:

 Competition from similar businesses operating either in the same location or surrounding areas we see
our main competitors to be other ice cream shop such as Pixcone and Thinkerbell in the local areas.

 Downturns in the economy

 Inflation of prices of the main ingredients.