NICOH

NICOH. Advanced Analytic Techniques This blog is part of class project to explore various analytic techniques used by modern intelligence analysts.Sunday, March 15, 2009Case Study: SWOT Analysis In Action At ?koda ?koda, a small car company originating in Czechoslovakia in 1895, needed to seek out a strong foreign partner to aid the company amid economic hard times. ?koda chose Volkswagen AG due to its reputation for strength, quality, and reliability. Volkswagen AG comprises Volkswagen, Audi, ?koda, SEAT, Lamborghini, Bentley, and other brands. To improve its performance, ?koda conducted a brand positioning examination (establishing a distinctive image) by obtaining market research data from both internal and external audits, allowing ?koda to conduct a SWOT analysis. SWOT Analysis stands for: *Strengths?the internal elements of the business that contribute to growth *Weaknesses?the attributes that will hinder a business or make it vulnerable *Opportunities?the external conditions that could enable future growth *Threats?the external factors which could negatively affect businessStrengths To identify its strengths, ?koda gathered research from customers and reliable independent surveys. ?koda found that the company excelled at satisfying its customers when it focused on the ?owner experience? rather than on sales alone. Almost all of ?koda?s customers would recommend ?koda to a friend, meaning that ?koda had a clearly identifiable strength. As a result, ?koda manufactured cars that their customers could enjoy, which is different from simply maximizing sales. ?koda branded themselves as a quality product that satisfies its customers. Weaknesses ?koda?s analysis showed that in order to grow the business needed to address questions about how the small company (1.7% market share) fit into the highly competitive market. An out-dated perception of the ?koda brand, related to the company?s Eastern European origins, contributed to the business? small size. By 1999, Volkswagen AG ownership changed this negative attitude about ?koda. However, ?koda still lacked a strong appeal. ?koda realized that the company needed to cease defensive campaigns illustrating what the brand was not and begin new campaigns illustrating what ?koda had to offer. The change was simple: ?koda new that its owners were happy with their cars.Opportunities ?koda realized that its competitors? marketing approaches focused on the product (car) itself. ?koda, conversely, focused its attention on emphasizing the owner?s experience with their cars and the customers? satisfaction with ?koda vehicles. This SWOT analysis helped ?koda to differentiate its product from its competitors. Threats In the UK market, there are 50 different car makers selling 200 models. In this large and competitive market, ?koda needed to ensure that its message would not be lost or drowned out within the crowded environment. As a result, ?koda manufactured seven different cars, each one appealing to a different segment of the market (city car, luxurious car, family car, etc) with subsequent levels of pricing.Conclusion ?koda?s SWOT analysis helped the company to discover that ?koda customers were happy with their cars, the brand was no longer seen as a poor, outdated car, the company was able to operate within a niche in the market, and that a change in public perception was vital to ?koda?s ability to expand within a highly competitive market. SWOT analysis brings order and structure to random information. The SWOT model helps managers to look internally and externally. It examines that key internal weaknesses and focuses on strengths managers can utilize to seize opportunities and combat threats.Author’s Note: This case study simply provides a real world example of a company who used SWOT analysis successfully to redefine its market strategy. The case study did not provide a critique of the structured method.AssignmentOption #1: Organizational Development and Business Strategy This Module 1 Critical Thinking Assignment addresses two elements that are fundamental to this class: organizational development and business strategy. This Assignment also includes an abbreviated analysis of theÿSkoda case studyÿthat was developed by university students. ÿAs a first step, complete the following activities:Review definitions of Organizational Development from the reading and other sources of your choosing.ÿDescribe the concept of Organizational Development in your own words.Read the S?oda case study, focusing especially on the SWOT analysis as a tool in strategic planning.Write a paper that includes the following:Your personal definition of Organizational DevelopmentAn abbreviated assessment of S?oda?s strengths: Choose a S?oda strength that was identified through the SWOT analysis. Example: ÿClear Vision. Discuss how S?oda could benefit from understanding this strength.An analysis on the value of a SWOT analysis and strategic planning, explaining why Organizational Development might be important to S?odaCitations and references to reading material and experiences to support your positionsYour paper should be 3-4 pages long (not including the title page and references in the page count) and adhere to the writing and citation guidelines as outlined in the CSU-Global Guide to Writing and APA Requirements.

NICOH