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) (see Figure 2.7). 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." (Marketing: An Introduction pg. 55)

I believe our main strength is the fact that our vodka is American made. We aim to buy all of our raw materials from American farms and markets in order to impact our economy in a positive way. In order to be the preferred vodka for Americans, we have to represent America. By doing this we will have strengths over other imported vodkas that not only cost much more, but also don't impact our country in any way with their sales.

"The company should analyze its markets and marketing environment to find attractive opportunities and identify environmental threats. It should analyze company strengths and weaknesses as well as current and possible marketing actions to determine which opportunities it can best pursue. The goal is to match the company’s strengths to attractive opportunities in the environment, while eliminating or overcoming the weaknesses and minimizing the threats. Marketing analysis provides inputs to each of the other marketing management functions." (Marketing: An Introduction pg. 56)


One weakness I have been able to foresee is the use of our vodka in certain markets like clubs or bars. Because Fizz vodka is so different from any vodka on the market, it might take a while to catch on at bars. Also, most bottles at bars have a spout attached for easy pouring. Fizz vodka is carbonated so the use of a spout will only make it go flat. In order to overcome these weaknesses we will need ad campaigns that show how well Fizz works in mixed drinks and show commercials of people asking for it at the bars by name. Once awareness gets out about this drink, these types of weaknesses will quickly vanish.