Situation or SWOT Analysis

“Marketing analysis provides information and evaluations needed for all the other marketing activities.”(Armstrong and Kolter, Introduction to Marketing. 10^th Edition, Printed page 56) The marketer should conduct a SWOT analysis to do this. “A SWOT analysis is an overall evaluation of the company’s strengths (S) weaknesses (W) opportunities (O) and threats (T).”(Armstrong and Kolter page 55).

Clinique was founded by the Estee Lauder Companies in 1968. It was the first dermatologist created, prestige cosmetic brand.(http://www.clinique.com/cms/customer_service/employment.tmpl). We have continued to produce quality products for over 43 years. (http://www.clinique.com/cms/customer_service/employment.tmpl) After performing a complete SWOT analysis for the Clinique company, we can figure out an overall way to attain our strategic objectives.

“Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customer.” (Armstrong and Kolter, Introduction to Marketing. 10^th Edition, Printed page 55). Clinique’s strengths are that this company has been around many years and continues to grow and evolve with the times. We constantly provide and produce the highest quality and most effective products for every skin type. “All our products are meticulously tested and carefully formulated with the latest science.” (http://www.clinique.com/cms/customer_service/employment.tmpl) “All our products are allergy tested and 100% fragrance free.” (http://www.clinique.com/cms/customer_service/employment.tmpl)

“Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance.”(Armstrong and Kolter, Introduction to Marketing. 10^th Edition. Printed page 55).  A few weaknesses we have is that today there are so many facial products on the market to choose from, some cheaper and some more expensive.  Our name is well known but we still have to fight to be recognized. Many of our competitor run so many specials that we almost have to do the same to survive. We do not want to cheapen our brand, so this makes for a difficult situation.

“Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage.”(Armstrong and Kolter, Introduction to Marketing. 10^th Edition. Printed page 55). Clinique has taken the opportunity to jump into the social networking frenzy. We have a facebook page that people can join or you can follow us on twitter. We do sell all our products online through our website in the US and now also internationally. We feel this will give us the opportunity to expand our company even farther.

“Threats are unfavorable external factors or trends that may present challenges to performance.”(Armstrong and Kolter, Introduction to Marketing. 10^th Edition. Printed page 55). One of our main threats is that our biggest competitors always run specials like: gift with purchase.  In certain department stores where our products are sold we are almost forced to do something similar. We do not want to cheapen our brand but need to stay one step ahead of the competition.