April 2018
Intermediate to advanced
210 pages
4h 13m
English
Content preview from The Category Management HandbookBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Activity 15SWOT
Overview
SWOT analysis emanated from the Stanford Research Institute in the mid-1960s. The model is a mnemonic (for strengths, weaknesses, opportunities and threats) representing the factors to consider when assessing a business or a proposition. It is a popular analysis tool within the category management process, as it helps the category team explore existing and new suppliers, as well as gain a perspective on the team’s possible leverage/negotiation position.
Elements
SWOT analysis necessitates an understanding both of an organisation’s environment and of its resource capabilities. The matrix is divided ...
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