The fern’s company, страница 12

Dynamic S.W.O.T. analysis

Influence/Probability of the ability in the outward environment (opportunities matrix)/table 6

Influence Probability	Strong	Medium	Weak
Strong	Brand awareness	Suitable retailers	Reduce of competitors
Medium	Increase of ferns consumption	Quality recognition	Increase of number of shops and restaurants
Weak	High market share	Entering into a new market	Increase of import tariffs

Influence/Probability of threatening in the outward environment (Threats matrix)/table 7

Influence Probability	Strong	Medium	Weak
Strong	Decrease of fern’s consumption	Increase of number of rivals	Increase of import taxes
Medium	Decrease of number of retailers	Quality requirements	Appearance of the comparable substitutes
Weak	Decrease of fashion on healthy lifestyle	Increase of export tariffs	Inflation

A PLAN OF MARKETING ACTIONS BASED ON “USED” SWOT - ANALYSIS

Table 8

“USED” SWOT ANALYSIS TASKS

LIST OF SWOT ITEMS UNDER CONCIDERATION

Consequences expected

Actions and/or Counteractions

How can we Use Fern’s Strength?

1. A lot of resources

2. Fern’s quality

3. Low prices

1. Increase of consumption

2. Increase of consumer loyalty

3. Attract new consumers

1. Grow more fern

2. To sell to the qualitative restaurants

3. Effective marketing campaign

How can we Stop Fern’s Weakness?

1. Pickling 2 times a year

2. Lack of information about fern

1. Sparse deliveries

2. Low consumption

1. To build special hothouses

2. To develop marketing campaign

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