Situation or SWOT Analysis

Managing the marketing function begins with a complete analysis of the company’s situation. The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T). Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives. Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance. Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage. And threats are unfavorable external factors or trends that may present challenges to performance. (Armstrong and Kotler 55) (S) As a company, Every Man’s has the resources to provide each team member and every customer with an individual experience. We have the Every Man working for us, drawing directly from the community to make our product. We provide jobs for those around us and offer a fun working environment that can be profitable for both the company and the team member. (W) Our weaknesses are few but are definitely something we consider daily. With our shipping in of water from the Rockies, we rely on the ability to obtain the water at a market low so that our cost is not driven up. Our distillation and infusion processes have been perfected but can also be something of concern. Our goal is to make sure that every bottle of Every Man’s is the same: the taste never waivers therefore allowing the same experience with every bottle. (O) Our peak season is during football. We will make our opportunities by being available in every bar and every stadium. We want to compete directly with the beers that are out there. I think if we were to be introduced during the football season, we would find ourselves with a loyal customer and friend. (T) The only threat we can see is that men are very loyal to their beer brands. We will have to offer a different experience with the same excitement. You can sip an Every Man’s and have the same experience as you would with 4 beers. Would you rather enjoy your game and remember it or throw them back and forget who made that winning touchdown?

Armstrong, Gary, and Philip Kotler. Marketing: An Introduction. 10. Prentice Hall Publishing, 2011. Print.