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Swot Analyse Mona Essay

790 words - 4 pages


Met een SWOT-analyse onderzoek je de toekomstmogelijkheden van een product in een markt.

SWOT staat voor Strengths, Weaknesses, Opportunities en Threats. In gewoon Nederlands: sterkten, zwakten, kansen en bedreigingen. Het idee is om deze elementen systematisch te analyseren om de toekomstmogelijkheden inzichtelijk te maken en kansrijke doelen te stellen. Om een goede SWOT-analyse te maken heb je commercieel inzicht nodig: inzicht in de marktmechanismen binnen en buiten het eigen bedrijf.

Een SWOT-analyse wordt vaak gemaakt als onderdeel van een ondernemingsplan of marketingplan. Het wordt ook gebruikt voor andersoortige analyses, zoals de positie van een afdeling op de ...view middle of the document...

• Veroudering van het product door technische, economische of maatschappelijke ontwikkelingen.

• Economische recessie.

• Nadelige veranderingen in wet- en regelgeving.


Neem alleen bijzonderheden op die onderscheidend zijn ten opzichte van de concurrentie, of die bepalend zijn voor de toekomstmogelijkheden. In de analyse zeg je dus niet: “het kostenniveau komt ongeveer overeen met het gemiddelde in de branche”.

Een goede vuistregel is om maximaal drie elementen op te nemen in elke categorie. Kies de elementen die in de ogen van de klanten het belangrijkst of het meest onderscheidend zijn. Goede kennis van de klanten, hun motivatie en koopgedrag is essentieel.

Formuleer de elementen zo concreet mogelijk (niet “klantvriendelijk”, maar “goede service op locatie bij installatieproblemen”).

Het is gebruikelijk de SWOT weer te geven als een matrix met vier vakken:

|Kansen: |Bedreigingen: |
|  |  |
|Sterkten: |Zwakten: |
|  |  |

Waar mogelijk leg je verbanden. Een kans maakt gebruik van de sterke punten en wordt zo uitgevoerd dat de zwakke punten worden weggenomen of gecompenseerd.

Betrek verschillende deskundigen binnen en buiten de organisatie bij het maken van de analyse. Denk aan een verkoper (die de wensen van de klanten kent), een ingenieur (die mogelijkheden ziet om nieuwe producten te ontwikkelen), iemand van de klantenservice (die problemen met de huidige producten kent), de controller (die de financiële ontwikkelingen kent) enzovoorts.

Een goede marktanalyse past in een kader: er ligt een duidelijke link met de strategie en de plannen. Als het plan is om boerenkaas in Tilburg te introduceren, dan is de kans “toenemende belangstelling voor biologische producten in Nederland” te algemeen.

Het begrip ‘SWOT-analyse’ klinkt mooier dan het is. Er ligt nauwelijks theorie aan ten grondslag. Het is een gezond-verstandmethode die veel ruimte laat voor improvisatie, blinde vlekken, vaagheid en bluf.

Probeer de beweringen en de selectie van elementen zoveel mogelijk te objectiveren. Het gaat niet om interne opvattingen en stokpaardjes, maar om ontwikkelingen in de markt en voorkeuren van klanten. Een goed SWOT-onderzoek is klantgericht. Laat daarom een klant- of marktonderzoek doen, of betrek klanten bij de analyse.


Een SWOT-analyse wordt bijvoorbeeld opgesteld door een financieel analist, of een controller.

SWOT-analyse Mona

|Sterktes: |Zwaktes: |
| | |
|Goede productkwaliteit |De hoge productprijs ...

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